10 Questions with ... Brad Holtz

BRIEF CAREER SYNOPSIS:

I had various programming and promotions positions at Emmis' WNAP and WENS/Indianapolis. Then I went on to WTTS as I was wrapping up my college days at Indiana University and worked numerous programming jobs before becoming PD in 2002.

1. How did you become interested in radio?

I distinctly remember listening to Ron Chapman on the radio when I was young, and thought the guy was just larger-than-life. Along the way, the idea of broadcasting interested me, and I was able to bug my way into a local radio station when I was about 11. The rest is kind of history.

2. Being one of the younger programmers in the Triple A format, who do you reach out to for advice?

I've been incredibly fortunate in two regards: one, I work with people who have a tremendous collective experience, and they provide great counsel. And two, our station's nearly 20-year relationship with SBR Creative has both provided meaningful advice and has introduced me to programmers who have been gracious enough to provide thoughtful, insightful guidance. Above all, though, my father has provided me the best and most consistent advice about leadership, management and life in general.

3. What do you like best about your job?

It might sound cliché, but honestly, no two days are alike. There is no monotony whatsoever! Aside from that, I work with an incredibly passionate, talented and fun group of folks. If you know Laura Duncan, you know how much fun I have working across the hall from her.

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

Like everyone else, we are trying to do more with less. We were not immune from last year's meltdown. We have lofty goals and expectations, but without the "corporate initiatives" that might lend themselves to additional resources. We also negotiate everything on our own; from agency buys to Arbitron renewals, we don't come to the table as part of a group or cluster. We go it alone because we have to. While that may be challenging, there are a lot of upsides - namely, the autonomy we have to do what we feel is best for WTTS.

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

Indianapolis is one of the more conservative music towns in the country. We have two Country stations taking up nearly 15 shares of the market and two Classic Rock outlets taking up another 12 or 13. Needless to say, this is not your classic, textbook Triple A market, if ever there was such a thing. We take a measured musical approach -- one that is largely guitar-based, with a slight male lean. Singer-songwriters work well for us. Reggae, not so much. "Variety" is the key attribute, meaning our job is to play a variety of great rock songs Indianapolis adults love while carefully choosing the best new music to introduce and expose.

6. What's the biggest record you've ever completely whiffed on?

The biggest based on spins would have to be "Say Hey" by Michael Franti. It was a bona fide hit that received a good deal of market and format airplay. But based on what my head and heart told me, it just didn't feel right for WTTS. I still think I made the right decision.

7. How do you market the radio station?

We do not market the station in traditional ways ... and really never have. We largely rely on our enthusiastic database to market the station. Actively being involved in the lives of, and creating memorable experiences for, our P1s, serving our clients well and simply attaining a heritage (18-year) position in the market has kept alive a loyal, passionate listenership. This has enabled us to stay afloat as an independently owned station in a very crowded market.

8. How much leeway do you give your jocks to talk between records?

As I alluded to earlier, I'm fortunate to have a very passionate and professional staff that "gets it." I've always felt that as a PD, it should be my goal to foster an environment that encourages calculated risk-taking and creativity. That's the only way, I feel, that my staff can create truly memorable, entertaining radio.

9. Even though you have a slim budget, how have you managed to pull together such a great website?

Thanks. We're actually about to launch a long-anticipated site redesign. My thoughts on our site are pretty simple: Identify the three or four things listeners want out of a station site, and provide that easily and readily. Our approach is simplicity, ease-of-use and creative, relevant content. We've been lucky enough to have found some very bright staffers (and even student interns) who have really led the charge. We've also utilized Triton Digital for several exciting features like Tune Genie and Listener Survey, and we're working closely with Presslaff Interactive on best managing our large database. Over the past year, our focus has really turned to activating our social media outreach, and I'm incredibly proud of the work we've done in this arena.

10. What stations do you like to keep track of?

As it was once stated in this column, "the usual suspects." Outside the format, I keep an eye on two or three Alternative tastemakers, and several of the more successful Hot ACs. And, of course, my direct competitors in Indy.

Where do you see yourself in five years?

Programming (or being the "brand manager") of a great local radio station.

Last Non-Industry Job:

Cart attendant/range ball jockey at a local golf course.

First Record Ever Purchased:

Billy Joel "An Innocent Man"

First Concert:

Free grassroots listener-appreciation concert for WKLR radio

Favorite Band Of All-Time:

Generally varies between Dire Straits, Talking Heads, Pink Floyd or Rolling Stones