Jons' Career Capsule

First radio job was in 1982 in the heart of the coal mine country (Gillette, WY) at the height of the oil and coal boom in Wyoming doing overnights on a rock station called “Rockin - KOLL”. From there I moved through the ranks and formats and soon was doing afternoons on a new AC station in town, where I also started producing a weekly Christian music show called “Morningstar”. It was then in 1984, as I sensed God leading me into Christian radio, that a new station called KSLT out of tiny Spearfish, SD (with a mammoth regional FM signal) came on the air. In 1986 I finally answered the call and was hired at KSLT as Music Director. I left KSLT in 1990 as my wife and I pursued our college educations at Montana State in Bozeman. She wound up with a Doctorate in Plant Sciences, I settled for a BA in Literature, but all the while I kept my feet firmly planted in broadcasting at Montana’s lone PBS affiliate where I was a Promotions Director. In 1999, sensing God’s direction again toward Christian radio, on a whim one day I called KSLT (which had since moved to new studios in Rapid City, SD). It turned out that unbeknownst to me they were looking for a new Program Director right then and they were just about to make an offer to another person. The next day that person changed his mind. It opened the door for my returne to KSLT as Program Director and now doing mornings.

 

1. How did you wind up at KSLT? (see above)

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

Mixing my passion for good radio with my passion for God is pretty darn fulfilling. Also watching how God continually uses the foolish things of this world to confound the wise (and how He ultimately brings people to a realization of who He is through that means) is quite fulfilling.

3. How has God used you in your role at KSLT?

I never envisioned myself as a leader (and still feel uncomfortable in the role). But in seeing Him present me with opportunities to lead others to channel there passions for godly pursuits is an amazing, yet humbling thing.

4. What are the criteria that determine if a song receives airplay on your station?

It has to meet our high production and musicianship standards; lyrically it must be biblically sound; to the best of our knowledge the artist must currently be living a lifestyle compatible with scripture; and most importantly it must have the potential to be very well-liked by our target audience.

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

The kind of promotions that focus on super-serving who our target is, what she and her family likes, where she shops, what she likes to do, when she likes to do it, and how she likes to do those things. Actually breaking-even or turning a profit in the promotion never hurts either, but that is never necessary for successful radio promotion. Don’t let any sales manager tell you different.

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

By maintaining the highest possible standards in all areas of ministry, as laid out in scripture. When it comes to the quality of artists (new and old), holding artists, executives and employees accountable, crafting creative radio promotions that are actually meaningful to my listener, or in choosing relevant radio singles for my audience, “Christian Record labels” should be the standard by which other labels are measured.

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

The issues of effectively and efficiently maintaining a local, relevant presence in the face of large group ownership and out-of-market voices and show production is certainly no small obstacle. How to maximize the use of the web, both in terms of research and listener service, isn’t chopped liver either. But in everything a station does, it will be way ahead of the game in whatever market it finds itself by effectively answering this one question: “Why does she (the listener) care about what this station is doing?”

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

To be relevant to the listener while also facilitating, articulating and endeavoring toward the larger vision and mission of the station.

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

KTSY-Boise, WCSG-Grand Rapids, and KSBJ-Houston.

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

Wherever it decides it wants to go. If it decides to drivel away into oblivion because of a lack of passion, a lack of new blood, a lack of relevancy...or whatever, then it has made the bed in which it will sleep. If, however, it decides to be relevant in all areas of radio and ministry, to hold high measures of integrity and broadcasting leadership, it has the potential to be the most influential and listened-to format in radio. The choice is ours.

 

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