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Radio Interview

                                     

Scott Herrold

Program Director

KCXR

Tulsa

 

 

Scott's Career Capsule
My high school had a 250 watt radio station in Plymouth, Michigan and I started on air my freshmen year. I was program director by my senior year. During my senior year of high school, I started working on air for 96.3 The Planet in Detroit. The station later changed to 96.3 WDVD and I stayed there until I finished college. In addition, I worked for 93.1 DRQ in Detroit and 102.5 WIOG in Saginaw.  I moved to Tulsa 4 years ago and helped launch 100.3 The Kross, where I am the program director & afternoon guy.

 

1. Personally how do you keep the ministry in the “business”? 

It’s humbling to see how influential music is on teenagers. We launched the Kross to provide positive music for teens in a market where no radio stations specifically targeted them. We’re always looking for a way to impact culture outside the church walls.

 

2. Overall, how is Christian radio different today, from 5 years ago?

Christian radio has become much more competitive with mainstream radio. They’re finally noticing as CCM stations are stealing their numbers and advertising dollars!

Our radio station websites have become important interactive elements too. They’re not an “added bonus” anymore. Radio station websites have become the “face” of the station. Check out ours at www.thekross.fm

 

3. What do you think are the main characteristics of today’s Christian radio PD?

Coach, multi-tasker, marketing strategist, creative director.

 

4. What criteria do you require for a song to be played on your station?

Is it a hit? We strive to play the very best singles we can find.
It’s all about quality and a connection with teens.

 

5. What kind of promotions work best for Christian radio?

We desire to give our listeners a creative “experience” they can’t get anywhere else. Whether it’s an opportunity to play kazoo on stage with Hawk Nelson in front of 3000 people, shooting pool with Project 86, getting a personal guitar lesson from Noah in Pillar, or making an independent artist’s dream come true opening for Toby Mac.

 

6. How do you think Christian Record labels can better serve Christian radio?

The labels are doing a fantastic job- especially with the budget cuts around the board. I’d like to see more labels look to radio advertising & sponsorships when they are planning artist marketing campaigns & tours. Radio station spots, sponsorships and radio websites can sell cds & digital music too!

 

7. In your opinion what are the biggest obstacles facing Christian radio today?

New revenue models! Radio (in general) isn’t investing in teenagers, and they are the future of our format. We need to develop new revenue opportunities (sponsorships/leveraging/events/non traditional revenue/etc) that will make these formats financially viable. Radio station websites, street teams, myspace sites, podcasts, HD side channels are often under utilized.

 

8. What do you believe is the primary role of the Christian radio air personality?

To steal the words of Bob Thornton: “The music is the picture and the on air elements are the picture frame”. As an air personality, we showcase the music. The song is the focal point of our product and our message. We can get in the way of what God is doing with the music if we let the picture frame get too big.

 

9. What (if any) Christian radio stations do you consider as innovators today?

Radio U, Shine.FM, & Way FM in Grand Rapids all know their target and hit the bullseye. These stations have a creative on air vibe, and they aggressively embrace technology and new media.

 

10. Where do you see Christian radio in 5 years?

With all the media options out there, I see Christian radio utilizing more internet technology and viral marketing over the next 5 years. We’re being forced to create better on air content too. What is our radio station providing that an ipod cannot?
 

 

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