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Radio Interview


Diana Madsen

Program Director


St. Cloud



Diana's Career Capsule
My career has evolved at KKJM from volunteer morning show producer, summer 2004, to part-time program assistant, on to morning show co-host and now PD...I am very fortunate to have some very intelligent mentors- including Scott Michaels who took me through Radio 101-301 (401 is now getting pushed out of the nest, a series of "ah ha" moments and countless opportunities to humble myself) and who left the station in great shape with a tremendous amount of forward momentum, as well as Kurt Wallace, John Frost, and now, Doug Hannah- nothing that I have done or will accomplish has occurred without their help.


1. Tell us about your market and how it is unique?

St. Cloud is a pretty traditional smaller market, we share airwaves with an Air One translator and bump markets with KTIS, though otherwise are continuing to steal cume from the mainstream AC and heritage country stations.


2. What is the most fulfilling aspect to you personally about Christian radio?

Ministry can be fun- what?!?  I have a passion to serve, and had intended to pursue some sort of social work profession when I caught the radio bug my junior year in college, and discovered a forum that's goal is outreach and mode is an awesome and diverse mixture of creativity, strategy and continuous change that stretches me daily.  And, my work at Spirit has put me in touch with some incredible individuals both within the industry and as business supporters of the station, and of course, with the listeners who share stories of changed lives and call me "part of their family"- what an honor! 


3. How do you personally keep the ministry in the business?

By focusing on Becky's needs we minister to her every day, not in the preachy "you need to be a better Christian" way, she feels guilty enough about that, but by providing practical information, fun events and music that touches her heart. 


4. What is the criteria that determines if a song receives airplay on your station? 

Wouldn't every record promoter love to uncover the formula!  Online testing is currently evolving here at Spirit, and in the meantime there are some good tools in the industry that allow me a sense of how Becky feels about any given song...learning to separate my own taste for a more strategic approach has been a challenge...but ultimately it's all about what the target listener wants to hear, if she wants to hear the story of "Letters From War" again, she's going to get it!


5. What kind of promotions work best for your station? 

In listening to Becky, experiences to be shared with her family have value and allow us to connect in often times simple ways that don't require a large promotional budget.


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

I really appreciate efforts to connect the artists with the station- and therefore the listeners, finding the human side and hearing the hearts of the artists that Becky sings along with every day seems to resonate with me tell her a story, especially about Jeremy Camp's baby and the one on the way!


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

Misconception: on the part of potential listeners about what "that religious station" really is and in management about how big (not for the sake of being "big" or raking in dollars, but in terms of lives touched for Him) we can really be.


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

Give Becky a reason not to let her daughter plug in her i-pod to the mini-van speakers.


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

Bookmarked for frequent streaming on my internet Explorer are WPOZ, KLTY, WFSH, KCMS and too many others...THANK YOU for paving the way.


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