10 Questions with ... Brad Holtz

BRIEF CAREER SYNOPSIS:

Programming and promotions work at Emmis' WNAP and WENS/Indianapolis; on-air at WTTS towards the end of college at Indiana University. I have been PD at WTTS since 2002. Took on additional programming duties for our News/Talk sister WGCL in 2009, then launched Alternative Alt 99-5 in the Ft. Wayne market in the fall of 2015.

1. How did you become interested in radio?

The radio was always on at home and in the car when I was growing up. I was just drawn to it. I first saw a real radio studio when I was 12 and I knew I had to do it. Through a series of fortunate occurrences, I was given a shot on the air when I was in high school. It's all kind of worked out from there.

2. How long have you been at WTTS now?

I've been programming for 15 years as of this summer.

3. What do you like best about your job?

I'm surrounded by a passionate group of pros each and every day. We're afforded a tremendous amount of autonomy to create memorable and meaningful radio. We try to remain cognizant of how fortunate we are, to be locally and independently owned, and we try to never take that granted.

4. What are some of the challenges WTTS faces as an independently owned radio station?

As a small company with just a handful of properties, "group resources" aren't as plentiful here as they are at some of our corporate competitors. Then there's PPM. As we've seen, the meter system generally favors mainstream, high-cume formats run by large groups subscribing to Nielsen. We are broadcasting a Triple A format in a PPM market, as a non-subscribing stand-alone. Yikes. So naturally, there are challenges in producing a large volume of transactional, agency-based business. But that's not key to our success. When we go out and talk to the local businesses that advertise on WTTS, we hear time and again that we are effective and produce results. Clients that couldn't even tell you what PPM stands for are jumping up and down, loudly applauding the results we deliver. Yes, going it alone presents some challenges. But it sure is rewarding to realize how our product creates positive results, completely outside the PPM/CPP model.

5. How do you position the station musically and why did you choose this direction?

WTTS is focused on active, engaged adult music lovers. We feel these listeners are passionate about the classics they grew up with, but remain curious about what's new and now. We try to bridge these styles and eras to create a unique rock-based presentation that's both comforting and explorative.

6. How do you market the radio station?

WTTS places a great deal of stock in our database. We're always trying to grow AND love our database of listeners who have given us permission to do so. While we have used traditional marketing vehicles over the past few years (such as television), we believe strongly in activating our database for solid, efficient results. Tactically, WTTS is consistently on the street, in what we believe are the right places and at the right types of events. We have a top-notch promotion team that really grasps the "hows" of on-site relationship-building.

7. The station is celebrating 25 years this summer! What special do you have planned on-air and off?

WTTS will run a special "25 Years In 25 Days" programming feature, starting in late July. At the conclusion of this feature, we'll be hosting a special "25th Anniversary Private Concert" with Portugal. The Man at a small venue in downtown Indianapolis. Tickets will be given away on-air, online and through our presenting sponsor.

8. How would you say the station has evolved over that time?

Operating from split markets (Indianapolis and Bloomington), WTTS has been blessed with the largest FM signal area in Indiana, including full-market coverage of Indianapolis. Over time, it's all been about maximizing our true potential. It's an ongoing process, but each and every day, we are always trying best to live up to (and exceed) our potential.

9. Tell us about live performance studio.

Sun King Studio 92 is our live performance space in our downtown Indianapolis studios, accommodating roughly 50 listeners. We'll host 25-30 intimate shows per year. The lineup's been great - everyone from Cage The Elephant, Snow Patrol, Imagine Dragons, Tori Amos, Collective Soul, The Doobie Brothers, Ryan Adams and X Ambassadors. Talk about some memorable moments for listeners!

10. What local charities and institutions do you work with?

On the charitable front, we place our focus on three major organizations each year: Indianapolis Public Library children's reading programs through the WTTS Rock To Read fall benefit series, local food pantries via our WTTS Christmas Can Concerts; and the Indiana Children's Wish Fund through the WTTS Rock On The River summer concert.

Where do you see yourself in five years?

Working on creating and marketing great content to audiences and advertisers, and being the best dad I can be to our nine-month-old son Beck.

What do you enjoy doing in your spare time?

Golf, watching a good football game, the occasional Vegas trip and playing with all three of our boys (Beck, and the two dogs).

What surprise people the most about you?

I program three completely separate stations, in three completely separate markets. No two weeks are alike but I prefer it that way. Regardless, I put a rather ridiculous amount of miles on the car each year.