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10 Questions with ... Cat Thomas
October 3, 2005
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NAME:Cat ThomasPOSITION:Program DirectorSTATION:KLUCMARKET:Las Vegas, NVCOMPANY:Infinity BroadcastingBORN:Toledo, OHRAISED:Toledo, OH
BRIEF CAREER SYNOPSIS:
2 years college radio at WFAL/WBGU at BOWLING GREEN STATE UNIVERSITY, Interned at WCOL-AM while finishing college at THE OHIO STATE UNIVERSITY. Then on to WNCI/COLUMBUS-Traffic Reporter, Y106 (now XL106.7)/ORLANDO, FL -Marketing Director/Research Director/Weekend Air Talent. KLUC/LAS VEGAS-Nights/Afternoon Drive-MD/APD/Currently PD
1. What's the order of finish in the Big 10 this football season?
Ohio State, Wisconsin, Michigan State, Iowa, Penn State, Minnesota, Purdue, Michigan, Northwestern, Indiana, Illinois Personally, I would like to put Michigan last but thank god I'm a realist and instead of them really sucking bad, they just suck kinda bad!
2. Can Ohio State get to the Rose Bowl with the loss to Texas?
If we win out, we can get there. In a perfect world, USC drops a game to ND or Cal, Georgia loses this weekend to Tennessee, FSU drops to Va Tech, Va Tech gets caught by either Miami, NCST, or Virginia, and we seek revenge against Texas since we should have beat them the first time.
3. What do you see as the biggest challenge faced by today's PDs?
Winning is easy. Business just makes it difficult. Unfortunately we are no longer in the radio business but in the business of radio. As a PD you have to understand that it isn't the way it used to be and it's never going to be that way again. You can't take it personally or you will go insane. Unfortunately, the great PD's take it personally because to be a winner you have to. That's why many have moved on and there are few great ones wanting to come up. I know several great PD's in the making who have now shifted their future plans away from being a PD because of all the paperwork, lack of budgeting, and other things that have made operating radio stations less appealing. Great radio stations are like children, they need constant attention and nurturing, but if you aren't getting enough food to feed the baby, it's not fun watching it starve to death.
4. Do you miss being on the air?
More now than ever. I love radio...I hate the paperwork and all the legal fun we have to deal with day to day anymore.
5. I hear many PDs complain that they are having trouble finding hungry, inexperienced talent. Are they not looking in the right place or are young jocks-to-be expecting too much, too soon?
A bit of both. We have a 1980 mentality when hiring. Because of internet, gaming industry, technology industries, etc, younger people have much higher income potential. When up and coming night and part time guys can make up to $70K or more a year DJ'ing in the clubs, parking cars, or working in a casino in Vegas, it's hard to get them interested in turning this into a profession when they can't even make enough of a living to pay their bills. Also with less marketing in our industry, we are not spending the money to make our Jocks stars in the market so there is less sex appeal than before. The other thing is the mentality. Many people don't see that there is more value in knowledge than cash. That they will get more in the long term from their experience than they will get from a bigger paycheck. My dad told me something when I was 18 that as I look back was so wise. I'll share it with you. "In your 20's you need to work for experience, knowledge, and personal growth. That is the most important paycheck. In your 30's you will begin to get paid better but you should still only take jobs that will increase your knowledge and growth potential. From your 40's on...work for only the jobs that will pay you for the lifestyle you wish to lead. Employers will then pay you for your knowledge and expertise to make sure that you won't use it against them. Do something you're passionate about and let knowledge be your paycheck. It will make you more money in the long run than the pursuit of money in your youth!" Personally, I think radio can be bigger than ever, we just have to commit the resources to be on the cutting edge of technology, creativity, and put quality first before the bottom line...that's how Lee Iaccoca saved Chrysler.
5. Chet Buchanan has rejoined the team at KLUC after his stint in Portland. How was the reunion?
Friggin' awesome. It was like he never left. It was a great move the first time and a better one the second time.
6. As a Buckeye...do you bust out Coach Woody Hayes quotes during staff meetings?
As often as needed...as Woody said "You win with people!" Here's a couple other jewels that we'll bust out with Cat's Quote of the Week at the KLUC Jock Meeting this week:
"Paralyze resistance with persistence."
Woody HayesThere's nothing that cleanses your soul like getting the hell kicked out of you.
Woody HayesWithout winners, there wouldn't even be any civilization.
Woody HayesHow's that??
7. Is the business of radio as much fun for you today as it was 10 years ago?
Overall, no. We just aren't able to execute the things that we used to. We used to celebrate more victories with bar tabs picked up by the station. We used have the best of everything. Best Vehicle, Best Equipment, Best Gear, Best Promotions. Luckily we still have the BEST STAFF with the BEST ATTITUDE and DESIRE at the BEST DAMN STATION IN VEGAS...PERIOD!
8. How's your golf game been lately?
I would have to play to know. However, my Soccer coaching skills have improved greatly although I hate the friggin' game! Any sport where you get whistled for crushing the person with ball should remain outside the USA!!
9. Do you think most clusters feel like a team or individual stations that happened to be owned and managed by the same company?
I'd say a bit of both. I think you have to have some degree of cooperation but each station also needs its own identity and vibe. I think it has to be more in between. However, I liked it better when we where our own entity. I think it makes a station's team more cohesive when it's you against the world and you have to battle everyone.
10. Who poses radio's biggest threat?
Actually...it's Radio itself. I think we are so far ahead of everyone else that only we can F*** it up. If we don't take the lead on marketing and technology, then we will get run down from behind. For example, if you took the marketing dollars spend by Apple or XM in the last year against the combined marketing dollars of all the terrestrial radio stations in the last 12 months, radio was out spent almost 16 to 1. You can't survive if you don't pay to play.
Bonus Questions
Bonus. What can stations and record companies do to better to help each other?
Actually, I think we do a pretty good job. I think artists need to understand that they are responsible for their own successes. They need to embrace their fans and give back. When they are in a city, take an hour and stop by a station to say hi to your fans on the air. Don't treat radio or your fans like they are time consuming or a hassle. One of the best is LL Cool J. On several occasions, he has either called into the station, stopped by, or like he did a couple of years ago rolled up on our Toy Drive and dropped a $5,000 check off to buy toys for the kids. Now that's a MAN!! Probably why he's had a 20+ year career and the fans still love him!!
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