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Jim's
Career Capsule
After college and
seminary, I started in radio doing nights at a AM-FM at the Lake of
the Ozarks, Missouri, KRMS, in 1978. From there I went to
Afternoons and News Director at KHYM, Gilmer, TX and was promoted to
Station Manager of the group's new FM in Dubuque, Iowa, KLXL in
1980. In 1983, I moved back to the Lake of the Ozarks to start my
own station, KCVO, which went on the air in Sept. 1985. Since then,
we've expanded to 7 full-power FM's and 5 translators that we call
Spirit FM.
1.
Personally how do you keep the ministry in the “business”?
I think the best way
is to read all of the letters and emails that come in from people
who have been touched by the station. Those changed lives are why
we do what we do.
2. Overall, how is Christian radio different today, from 5 years
ago?
There is more
competition and therefore listeners are more discriminating.
Stations cannot put on programming that is merely OK. Listeners
will go elsewhere if you are not doing your best to superserve them
all day long.
3. What do you think are the main characteristics of today’s
Christian radio PD?
They
have to be thick-skinned to handle all of the crusader, soft-hearted
to understand how to reach our target audience, and
willing to work as long as it takes to get the right stuff on the
air.
4. What criteria do you require for a song to be played on your
station?
a) It needs to be
musically of the right format b) it should have "hit" potential c)
It needs to say something more than "the world is good and I am
happy," or "I know I need something, but what?" I want a song to
tell my listeners that the answers they are searching for are found
in Jesus (or at least God). d) I choose to play songs by artists
that are committed to the Christian music industry.
5. What kind of promotions work best for Christian radio?
For us, things that
we can do on the air work best. Using our airwaves to get our
listeners to do something to help those in need is an awesome
privilege. Giving away, not only tickets to concerts, but also
taking the winners to the concert in our van with our morning show
team and giving them back stage access is something money can't buy.
6. How do you think Christian Record labels can better serve
Christian radio?
I think they have
already done it--using Promo Only. They need to keep looking for
new models of revenue and new singers who can really communicate our
message.
7. In your opinion what are the biggest obstacles facing Christian
radio today?
Competition and the
lack of great stations everywhere. So many areas still have very
sub par Christian radio and some areas have 3 good stations.
Competition is dividing the audience in some areas to where no one
can get the revenue they need to prosper.
8. What do you believe is the primary role of the Christian radio
air personality?
To be relatable,
remarkable and consistent. To be a friend listeners can count on.
9. What (if any) Christian radio stations do you consider as
innovators today?
That's tough because
most of the innovations we have needed have been accomplished by a
lot of stations. KSBJ, KLTY, KXOJ, KTIS have all been leaders.
10. Where do you see Christian radio in 5 years?
It depends on if HD
radio catches on. If it does, it could be a nightmare with hundreds
of new CCM stations on HD2 channels. If it doesn't, most CCM
stations will stay analog and not be much different than we are now.
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