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Radio Interview

                                     

Scott Herrold

Music Director

KCXR

Tulsa

 

 

Scotts' Career Capsule
1994-1997 WSDP/Plymouth - On Air
1996-1997 WSDP/Plymouth - Production Director
1997-1998 WSDP/Plymouth - Program Director
1998-2002 WDVD 96.3/WDRQ 93.1/Detroit - On Air /Promotions/Producer  (Mainstream Hot AC & Mainstream Top 40 - ABC Radio)
2003-Present KCXR 100.3/Tulsa - Music Director/Morning Host (Christian Rock - Adonai Radio Group)


 

1. Tell us about your market and how it is unique?
 
Tulsa is in the center of the Bible Belt. The market supports 2 commercial Christian stations (Hot AC/100.9 KXOJ & Rock/100.3 The Kross)  Both are owned by Adonai Radio Group.  Tulsa hosts a handful of Christian colleges and the metro has over a thousand churches. In my opinion, Tulsans fall on 2 ends of the spectrum with very little in the middle. They either center their lives around their church calendar or are totally burnt out with church.
 
2. What is the most fulfilling aspect to you personally about Christian radio?
 
We do a lot of work with local youth groups, and it's encouraging to see teenagers standing up for their faith in school and in the community. They cried out for a teen targeted station and that's why our company started the Kross. I love what Bob Briner had to say in The Roaring Lambs: Calling Christians to impact culture through media. When I interact with kids living their faith, I see how Christian radio is impacting the culture.

3. How has God used you in your role at KCXR?
 
I think God has used our station to unite kids and youth groups in the Tulsa area. Before we launched, very few churches worked together on events and that has changed in the last year and a half. We built a huge network of area youthpastors & churches and we are seeing a ton of fruit.
 
4. What is the criteria that determines if a song receives airplay on your station?
 
Is it a hit?? Is the production quality flawless? Does it sound as good or better that what our mainstream competitor is playing? Is it relevant to our teen listeners?
 
 
5. What kind of promotions work best for your station?
 
We work to give our listeners "experiences" they will never find anywhere else. We literally try to create the most off the wall promotions that we can. We want the station to sound larger and more creative than anything in the state.
 
We also place a huge empasis on our website because it makes our station more interactive. Many of our promotions, concerts, and station energy are centered around www.thekross.fm. It's really worked well becasue we get about 2.2 Million visits to the website each month. Thousands of active listeners post on our messagebaords and we have people listening online all over the world.
 
6. How do you think Christian Record labels can better serve Christian radio?
 
The labels really have been great with music service & promotional support. Production quality is the biggest thing for some of the smaller labels. The songs may be great, but we won't play it if the production is lame. When my listener is flipping back and forth between my station and the mainstream rock station in Tulsa, the production quality needs to be there.
 
7. In your opinion what are the biggest obstacles facing Christian radio today?
 
For Christian Rock, it's figuring out Non Traditional Revenue Channels to support the stations. 100.3 The Kross is the only "commercial" Christian rock station that I know of. Radio (in general) needs to find new ways to embrace the youth culture, and make it profitable. Frankly there aren't many radio stations that truly target the 12-24 demographic. According to Edison Media Research, teen listening is on the decline. (TSL is down 14%) People develop listening habits and loyalties to radio in their teenage years. MTV targets teens and has done a great job putting out a relevant product. These teens will be our big money (25-54) demographic in a decade.
 
8. What do you believe is the primary role of the Christian radio air personality today?
 
Communicate, entertain and show that your faith is relevant.
 
9. What (if any) other Christian radio stations do you consider as innovators today?
 
M 88/KLYT in Albuquerque & RadioU in Columbus. They are both on FIRE. Everyone of their DJs are innovators!
 
10. Where do you see Christian radio in 5 years?
 
I see Christian radio continuing to grow. With bands like Switchfoot, P.O.D., Stacy Orrico, Thousand Foot Krutch (and others) winning over fans wherever they play, we are going to see mainstream embrace more relevant artists of faith. As we focus our stations on innovation we are going to impact culture more and more! 
 

 

   

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