Copyright © BobbyRich.com 2004. All Rights Reserved
***Cover Story***
Friday Morning Quarterback
March 2001
"Getting Rich In Tucson"
Up Close With KMXZ/Tucson PD/morning host Bobby Rich
By Mark LaSpina
>> Who were your major influences? What jocks did you listen to growing up?
BR: I grew up listening to KJR Seattle. The jocks (Larry Lujack, Lan Roberts and Pat O'Day) were reminiscent of my other entertainer influences back in the day: Stan Freeburg and Steve Allen. They were funny in both goofy and intellectual ways, but they were also smart and cool (to me at least).
My later and current influences include Scott Shannon, Michael O'Shea (New Northwest), Erica Farber (she was my GM at WXLO), Kurt Hanson, Mike McVay and possibly the smartest radio person I've ever worked for, Journal Broadcast Group's Steve Wexler. (Now VP/GM Journal Omaha Operations)
>>Size up the very competitive Tucson market.
BR: Tucson (had) been dominated for a decade by one big country station (KIIM). KMXZ has consistently been a strong runner up 25-54, and we own 25-54 women and 35-64 persons. (In the Winter 2002 ARB, KMXZ scored an overwhelming win 25-54 persons. We also broke a 10 year streak by overtaking KIIM as the markets 12plus leader)
Journal's KZPT is controlling the 25-34's with a Hot AC.
>>Give us a feel for the flavor of your station.
BR: Our mass appeal AC format, you can call it Mainstream, Lite or Soft if you like, is really just the mature version of CHR. As I listen back on my Top 40 airchecks from the 70's and Hot AC from the 80's I am amazed that we played so many mushy, wimpy songs mixed in with the younger demo hits of the day. Just like all formats, it's all about playing the hits. We find great acceptance with all eras and genres of hit music. So we play a MIX of 70's, 80's, 90's and currents and recurrents. (In April 2002 we began imaging as "Soft Rock").
The talent is strong and major market sounding and has been here for a long time. I still preach that "radio" is what comes BETWEEN the songs, so you'll definitely hear content throughout the day. We specialize in At Work listening, and that?s our marketing focus. But, we also have identified our target audience needs and we find ways to give them information and entertainment they want without letting it get in the way of the music flow.
>>What's your philosophy toward adding new music?
BR: It's a demo thing. The younger targeted stations are all about being first to play new stuff. And it's always been that way, which is why you often hear songs played for a few weeks and then disappear, never to be heard again. In other words, they are forced into making mistakes but they can justify it because that's being a leader. The more mature demos like familiarity, so we have to be very cautious in introducing new music. It's not nearly as much fun and many artists and music promotion people just don't get it, but that's where AC gets its massive numbers.
Obviously, AC is not an aggressive format for new music. We love it when our CHR and Hot/Modern AC friends break in the new tunes. We rarely feel comfortable being the only station in town playing a current. Although if it weren't for 94.9MIXfm, listeners here would have never heard some smash hits that are exclusive to us.
>>Tell us about your morning show, "The Bobby & Brad Show," featuring you and Brad Behan. What type of wackiness prevails on your show?
BR: We image it as the "Good Clean Fun" show and target to adult women so it's clearly not edgy. We put a lot of emphasis on information by packaging news, traffic and weather at the top and bottom of the hour. We play 6 to 8 songs an hour and do a lot of interactive phone stuff with our clever, mature core.
Probably the wackiest thing about it is that Brad is in his home studio in Denver. We started doing the show with him on ISDN (we use an internet video connection and a mix/minus system so we see each others cues and we both talk to callers and each other without having to flip any switches) in 1997. We don't promote that on air because we do a Tucson show and we don't want the technology to overwhelm our content. We do enjoy the occasional subtle inside jokes about it for the many that have learned through word of mouth and a couple of newspaper articles.
Actually it's fun for me to juggle because my producer and I are the only ones in studio. Our Meteorologist does live reports from his home, the traffic guy is in the air, Brad's in Denver and listeners are on the phone.
>> Are you voicetracking any shifts?
BR: We track some weekend hours. To be frank, I hate that radio has come to this. While it's undeniable that tracking allows us to put stronger talent in some previously part-timer slots, I fear the long-term loss of immediacy that radio is known for. Sure, you can accept the challenge of making your tracked show sound live but there's nobody there to answer a listener call or get a breaking weather or traffic or news item mentioned. I think we are all doing long term damage to our medium with these cuts.
>> What types of research to into crafting the sound of 94.9MIXfm?
BR: We have an ongoing relationship with the Bob Harper Company for perceptual and auditorium tests. Bob and his staff are extremely helpful in personalizing and helping us interpret the results. It really helps to have consistency so that we can track changes in our perception and the trending of our competitors, which is every other radio station and entertainment source available.
>> Promotionally, how active are you in the community? Are you involved with any particular charities?
BR: Our philosophy is that we can do ANYTHING we want, but we can't do everything. All of our imaging is about "At Work" listening, so we run everything we do through an "at work" filter. That keeps us focused and avoids many promotions and campaigns other stations do for the wrong reasons. We know our target (adult women with a great big bear hug around the 35 to 44's) so we pick and choose carefully.
Our primary causes are Race For The Cure and a Women's Health Expo (Breast Cancer), The Diaper Drive (collecting over 750,000 diapers for needy families last year alone), our annual Baby Fair (an NTR event that draws over 6000), several community recognition events like the Dynamic Duo Awards and volunteer projects like United Way's Day of Caring.
>> You're owned by Journal Broadcast Group, not one of the biggest companies out there, but certainly one with a good reputation.
BR: Let me slip into recruitment mode! Journal is not only product driven and customer focused, management listens to us and tells us exactly what is going on. I know more about our revenue, expenses and profit margins here than I did when I was a General Manager. You can learn about the company and see the career opportunities here: www.journalbroadcastgroup.com
Here's a great story about our company and our slogan "Built To Grow". Leslie Lois worked for 9 years part-time at our flagship WKTI, Milwaukee. NINE YEARS doing promotions weekend jocking, music scheduling and everything else she could. She even purchased stock in Journal. In 1999 she finally got her first shot at a full time radio gig, as our music director. She is now APD/MD for both KMXZ and KZPT!
>> Where would you like to be in 5 years?
BR: I'll be on the radio and I'll be programming numerous formats and coaching talent. I am excited about the changes and challenges that technology and the rapid reorganization of business bring. I just don't know if I'll be transmitting on FM, AM, Satellite, Internet or through a chip implanted in your head.
>> You'll really done it all from jocking to programming to managing. And you've been a winner in different formats, yet you still continue to be very successful. Are you a survivor, a legend or a workaholic?
BR: I've been blessed. I knew what I wanted to do when I was 12 years old. I got on the radio when I was 14. I've been fortunate to work for great radio stations with excellent people at the right time and place.
Oh yes, I did have a couple of clunkers in there. I made plenty of mistakes and did some incredibly stupid things. And I was punished for some of them as well as shown the door for no good reason at all. But I never let it make me bitter or negative.
I do what I love and I love what I do. I am a passionate radio guy.
***COVER STORY***
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