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10 Questions with ... Mark “Fish” Fishman
May 23, 2022
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BRIEF CAREER SYNOPSIS:
Started WUOG (Univ. of GA.) for one night a week. I worked parttime at KMTN/Jackson Hole starting in 1990. I took over the MD/PD reins in 1996.
1. How did you become interested in radio?
Growing up listening to Z-93 in Atlanta, I knew I wanted to be an "entertainer." My neighbor would bring his record player and case of 45s over to my house and we would play DJ and tape our "show" on a Radio Shack cassette recorder. The M & M show had a total listening audience of three.
2. How has the station’s sound evolved over the last 25 years that you have been PD?
When I first started at KMTN as the MD/PD in 1996, I was handed a clipboard with a few "rock currents" at the time. I think the first song I added was a band called Luce. At the time, the triple A format wasn't even a thing. When I first started at KMTN part time in 1989, we were playing everything from AC DC to Cat Stevens. Zappa to Willie. Plus, the "new one from Billy Joel" (We Didn't Start the Fire) or the "latest from Don Henley" (End of the Innocence). As I aged and so did the listeners, the format became new music for the people still willing to discover music from the radio. Since then, the station sound has evolved into a source for new music with an americana-alternative sound. In a small community like Jackson Hole WY, a cowboy town that became a ski town, there is obviously a melting pot of ski bum/hippy/cowboy/third homeowner types. The way I look at KMTN is that it's like a restaurant. You may not like everything on the menu, but you still LOVE the restaurant. Numbers work from some markets and stations but in my humble opinion, home is where the heart is, and we all know programming should come from the heart.
3. What do you attribute to your long-standing career in the same place, as the world has changed a lot since then?
It's all about this community. I fell in love with Jackson Hole and happened to be in the right place at the right time to find a job, which turned into a career. When you really, I mean, REALLY become part of your community, you get the pulse of what your listeners are involved in. I call it the mountain lifestyle here. The anonymity is not there like it is in the big cities so it's a situation where everyone knows everyone'ish and I run into folks at the grocery store, a restaurant, or a show and get real time feedback. Being open to talk about an event, a band or a song is all part of the process. To me, I know people are listening despite all the other options. People tell me all the time, " I have satellite radio, but I still listen to local radio, so I know what's going on around town".
I mostly attribute being at the same station in the same place as long as I have because of my love of living here, playing here. I live the "mountain lifestyle" every day. I'm not sure how someone in NYC, LA, etc. could program a station like KMTN and still have that mountain lifestyle feel. I'm not sure I could go to Seattle or Chicago and program them as successfully as someone who lives that life. When we were bought a few years ago by a company from outside the area, they did just that and the station no longer had that local vibe, and we went bankrupt. Since then, the station was purchased by our former GM and full control of the programming has come back to me. Despite COVID and the cancellation of 2 years’ worth of events, we managed to survive because of the relationships we have built with our advertisers as fellow community members. We actually lowered our rates to help some of the businesses, like restaurants, struggling during the pandemic
I also MC a number of local fundraisers, community events and the like. As we all know, the tax bracket for radio personalities is not on the highest level so I cannot donate to local nonprofits as much cash as I'd like, but I can volunteer my time or voice. Taking ownership in the community as a station/business/ member to me builds trust with our listeners and being as passionate about the community as much as the sound of the station, seemed to have worked out for the best.
I also think some of the guidance, reassurances, and advice from people that I have received from people that have been in the business way longer than me as well as from some of my peers, has been a big part of the success I've been able to achieve. Too many to mention, but the one thing that really gave me the most confidence in what I do, was receiving the PD of the year award.
4. Give us some insight in the marketplace.
Jackson Hole is a local-minded, outdoorsy type community. It has a small town feel but because of its incredible mix of people from all over the country, it has a "sleepy" metropolitan/Western cowboy vibe. Great restaurants, two National Parks, world-class skiing, fishing and whitewater rafting, mountain biking, rodeo, snowmobiling....
5. What is your typical day like?
Well, they all start out the same with a 4:30 alarm! I'm on the air from 6-10a M-F. On Mondays, I report to the industry charts, followed by a few hours in the production studio. After that I put our syndicated shows into our system for the week. From there, I hit the streets to see my advertising clients (I have about 75) and tend to their schedules, copy changes, etc. On Wednesdays and Thursdays, I take music calls from 10:30-11:30a (MST), fill out affidavits for syndicated shows, make sure we are staffed for on-air and promotional events, more production, more sales, listen to new music, make some more sales calls, and finish up with some last-minute production and sales calls.
6. What challenges does the station face to compete in the marketplace?
Our challenge, like everyone else's, is grabbing that slice of the proverbial pie. Whether its listener's ears or advertising revenue, there are lots of options out there for people, so we need to stay unique, relevant, and most importantly, local. We continue to provide lots of information on community events, local weather, road and ski reports, our Trash 'n' Treasure show and on0air promotions such as our big "Ski Free on The Mountain" Season Ski Pass giveaway. A free season pass in a ski town is a pretty big deal.
7. If you could add any one full-time position to your budget with no questions asked, what would it be?
A new media/web master/full-time afternoon-drive personality/production guru
8. What is the one truth that has held constant throughout your career?
There are two: You can't please all the people all of the time and think before you speak. (The latter has seemed to help in my personal life as well)
9. Fill in the blank: I can't make it through the day without:
Well ... you know ....
10. If you wanted to completely change careers today, what would you do?
Restaurant owner or professional baseball player
Bonus Questions
Last non-industry job:
Asst Food & Beverage Director, bikini waxer at Club Med (Eleuthera, Bahamas)
First record ever purchased:
Rumors by Fleetwood Mac
First concert:
Journey
Favorite band of all-time:
Bob Marley & the Wailers and The Grateful Dead
What do you enjoy doing in your spare time away from work?
I love to spend time with my daughter Mia (she's 7) and my wife Joanna. I also like to cook, nap, ski, fish, play softball, watch sports, BBQ with friends and vacation as much as possible!
Do you watch any cooking shows?
I have been on Diners Drive In and Dives a few times, so I watch that and try to hit some of the places when I travel. I also like the BBQ shows because of my southern roots. I love food so I will watch just about any of them.
Have you ever been arrested? If so, for what?
Not technically "arrested".
Where is the most magical place on earth in your opinion?
Jackson Hole Wyoming
What are the owners giving you for a 25th Anniversary present?
Nothing likely because they probably don't know but I hope it’s a gold watch with all the station logos from over my 25 years.
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