10 Questions with ... Loren Dixon

BRIEF CAREER SYNOPSIS:

Commercial Rock radio in Anchorage before joining KNBA

1. How did you become interested in radio?

It was a part-time job when I began college and was much more interesting than college, so I stayed with it.

2. You have been in the Anchorage market for a long time; how has the city grown over the years?

I've been here since 1974. The '70s was the influence of oil money and the town grew. In the '80s, which saw a more aggressive mainstream media, we became influenced by national marketing and branding. It wasn't enough that we were unique; we wanted all the trappings that were now seen in the media. The '80s had a few arena concert productions, but no strong local scene. The '90s saw an influx of new arrivals; people who brought with them an expectation for what Alaska was to them. We broke away from coveting the generic brand stores and saw an increase in localized venues and retailers. In the '00s the population around Anchorage really grew and we now see the ability for local, independent ideas and entrepreneurs to survive. We have active stages booking national acoustic acts, as well as some arena productions and a strong local scene. The city has grown to support more than just the mainstream.

3. You are in a different situation at KNBA and Koahnic Broadcasting than most nomcomms. Tell us a bit about that.

KNBA was established to bring Alaska Native voices and issues to the airwaves in Anchorage. It's a Native-owned broadcast corporation. The idea was to create a station that was supported by the market, not just one ethnic group. So combining Triple A with Native programming is a way to have Native and non-Native use. It's a way to have a large enough audience to properly fundraise and survive ... while also providing Native voices the chance to be heard by more than just a Native audience.

The basic lineup is Triple A local morning show; middays are all Native programming; afternoons are Triple A; and evenings have volunteer programmers. We will always be thinking mission first and someday it will likely be less Triple A and more Native programming. Koahnic produces "Native America Calling" (a national talk show), "National Native News" (five minutes daily) and "Earthsongs" (one-hour music program) - KNBA, of course, carries these shows and our afternoon jock produces "Earthsongs." Koahnic would like to produce more programs for Alaska Native and Native American audiences. It's pronounced Ko-ahh-nik. It's an Athabascan word that is best translated to 'Live Air'.

4. How do you stay in tune with your unique audience mix?

We have Native music producers and a Native Public Affairs producer. They are supportive and proactive in the mission. Our MD, Danny Preston, is the most knowledgeable Triple A guy I know ... and a real radio vet who is in it for the music. Our audience isn't large, but the core is loyal and gives us great feedback about music, programs and mission. I use our Community Advisory Board to gauge how the station is perceived in the community. Everyone who works here is a longtime Alaskan and we feel in tune with what works for Anchorage.

5. How would you describe the music on the station?

We have specialty shows in evenings and weekends, but the main music is Triple A current -- leaning more singer/songwriter-Americana than Pop-Hot AC. We hear from listeners that they love connecting with a favorite classic or a core-artist spice song we play, but it's the idea that they're learning about current releases by non-mainstream artists that they most identify with. I look to increase the use of currents in our next music upgrade and focus our core/classic category.

6. What are music meetings like with Danny Preston?

Great. He has so much background knowledge on bands, old and new, that he can't help but connect well with projects being worked. He takes music calls seriously and gets a good selection of music for us to work with. He uses that passion to include a lot of spot spins on his morning show. He explores and loves the up-and-coming music, I stay on top of the here and now. He hears lyrics and back story; I hear rhythms and backbeat. It's great when music meetings aren't easy. We both try to convince the other that our pick deserves a spot. So meetings are fun!

7. What are some of your biggest challenges at the station?

Supporting the numerous projects and new ideas/expectations that come our way. How does a small staff, small-market station keep up with running the station, producing new programs, staying current with social media practices, staying strong on mission and programming Triple A music?

8. What do you like best about your job?

I still do an on-air shift and that is still a huge part of why I enjoy radio. But I suppose the best is when you hear a listener rave about why they like your station.

9. Of all the things you've done in radio so far, what's made you most proud?

Eleven years of commercial radio, 14 years of noncom ... most proud of seeing the beginnings of Triple A in the late '80s and early '90s and making it happen in my market. I can honestly say that if I hadn't been a fan, it's very doubtful we'd have a station like this today in Anchorage.

10. If you wanted to completely change careers today, what would you do?

This isn't completely a change, but I thought it'd be cool to be a baseball broadcaster.

What do you enjoy doing in your spare time away from work?

Disconnecting from work responsibilities and worries -- that's what I enjoy, but it doesn't always happen.

First record ever purchased:

Kiss - Love Gun

First concert:

Don't remember

Favorite band of all-time:

Got a soft spot for the Tubes