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10 Questions with ... Sonia Jimenez
November 8, 2005
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NAME:Sonia JimenezTITLE:Promotions Director - WebmistressSTATIONS:KHYL -- V101.1 R&B and Old SchoolMARKET:SacramentoCOMPANY:Clear ChannelBORN:SacramentoRAISED:Sacramento
Please outline your career so far:
KSFM-Sacramento, KGGI-Riverside, KZZO-Sacramento, KTFM-San Antonio, and, currently, KHYL-Sacramento
1) What was your first job in radio? Early influences?
My first job was the Afternoon Drive intern at KSFM here in Sacramento. I was in 10th grade and I thought I had made it big time! I was answering request lines, pulling carts (yes, carts), mastering reel-to-reel (yes, I'm that old), getting into clubs underage, and working with some of radio's greatest teachers, all of whom were very helpful to my learning and career.
2) What led you to a career in radio? Was there a defining moment, which made you realize "this is it"?
I think it was the night I saw KSFM's Night jock Mark S. Allen broadcast live from a billboard. He was living up there for a certain amount of days to raise money for a charity. That's when I realized that radio was more than just about music; it was about setting the world on fire. I was ready to arson up the joint!
3) If you were just starting out in radio, knowing now, what you didn't then, would you still do it?
HECK YEAH! No question about it.
4) Where do you see yourself and the industry five years from now?
One thing I have learned is that you can't predict the future because you never know. I'll be lucky if I have the same gig I have now.
5) What's your take on radio currently? Is it as good as six months ago, better, or about the same? Elaborate.
As long as we still have commercials (yes, money), great music, and passionate listeners, I think radio will continue to be in great shape.
6) What is the one truth that has held constant throughout your career?
Never lose the passion.
7) What do you eventually want to do in radio and can your present position help you to make that happen?
I'd like to have the station continue to be more active on a street level. I have the advantage with my position to help make that happen because we are so tied in with the community.
8) Of all the skills you have gained through the years, is there an area you'd like to improve?
I would like to have more experience with production. I think Production Directors never get the credit they deserve and they are instrumental in the presentation of radio.
9) What are some of the newest marketing strategies you're currently using?
Hmm ... can't give away all my secrets!
10) As you look back over your career ... any regrets? Missed opportunities?
Not anything I can put in print, LOL
Bonus Questions
What's been your biggest disappointment in Radio today?
We don't get the premium coffee any longer!
How did you get your present job?
Is stalking still illegal?
What do you do with a song you don't like?
When I was and MD, I'd throw it in the trash.
What's the worst piece of advice anyone's ever given you?
Trust me, I'm looking out for you.
Describe your favorite meal?
Anything is my favorite with a hot guy sitting across the table.
What's your favorite fast food?
Taco Cabana- San Antonio, Texas!
Do you read ... everything? Books, Magazines, etc. Nothing? What's your favorite reading material?
I love trash magazines. I like nothing more than reading about famous peoples' misery.
You just won the lotto and you have your boss on the line. What's the first thing that you would say?
Ummm ... who are you again? Just kidding! No really
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