The Christian Radio Homepage




Radio Interview


Morgan Wood

Promotion Director





Morgan's Career Capsule
I started at The Gallup Organization (known best for the Gallup Poll, but they’re a fabulous management consulting company).  That was my “real job.”  But I was asked to co-host this crazy morning show in, which I did “on the side.”  It was a great ride – we started at #6 in the market (KXKT in Omaha) and went to #2 in about a year.  But an opportunity with Gallup came up in Toronto.  At the time, I thought that my radio job was just kind of a hobby, so I left the station…  and missed it terribly every since.  I came back to the states and went to work for Best Buy, another “corporate” gig, but fell into hosting videos and other projects for them.  I went freelance in 1999, doing some consulting, some video hosting and production, and voicework for a national radio ministry… I finally decided it was time to pull together my love of radio, the things I’d learned about business and my passion for God’s word together and go find my dream job.  And I did!


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

If we serve others effectively, whether it is our listeners, our donors, our co-workers, etc., then really it doesn't really matter if we are considered a "ministry" or a "business." At KTIS, we want to serve others and make a difference in their lives. That's great ministry -- and great business!


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

That's interesting --  5 years ago I was in a totally different place in my career and a totally different industry. From what I can tell, Christian radio is much more strategic than it used to be. At least at KTIS, it seems to be. I was a listener 5 years ago, and not a part of the team, but hearing what I heard then, and seeing what I see now, it seems more purposeful and strategic and that is a good thing.


3. What do you think are the main characteristics of a Christian Radio Promotion Director?

First of all, it is my hope that every Promotions Director knows the stations programming strategy and the part that they play in it. Promotions is so closely related to programming – we just have to be in sync with our PD.   As far as characteristics, the easy answer to the question would be 1) creative 2) enthusiastic ) 3) energetic and 4) a big thinker --  but maybe the better answer is 1) strategic 2) purposeful and 3) very adaptable!


4. What criteria do you require for a promotion to air on your station?

In order for a promotion to be considered on KTIS, it either has to Make a Difference for a listener or encourage a KTIS listener to Make a Difference for someone else. That's my “strategic umbrella” and my litmus test, and it allows me to stay focused on what we are trying to accomplish as a radio station and a ministry.


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

Promotions have to be well-thought out and developed.  They have to grow out of the lifestyle of our listener. They have to reinforce our brand and the images that our listener wants us to emphasize. We’ve got to be proactive and purposeful – not reactive.  We’d rather do no promotion at all than one that has no real purpose or doesn’t further our “Make a Difference” strategy.


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

It's all about relationships. We put as much priority on our relationships with the Christian record labels as we possibly can. I have no recommendations -- everything I have seen so far -- and everyone I have met -- has been great!


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

So many seemed to be mired in tactics and don't have a clear picture of where they are going. There has to be a plan and a reason for our existence. If there's not, no one knows what's expected of them, from staff to listeners and donors. Why are we on the air? What are we trying to accomplish? How can we justify our existence? If we disappeared tomorrow, would anyone care – would our community truly miss us if we didn’t exist? These are all questions we are asking ourselves at KTIS.


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

Relevance. Everything an Air Talent says should be relevant to the life of the listener. Relevance brings friendship and that's what it's all about when connecting on the air.


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

Our consultant, John Frost, occasionally tells us about a station that he works with that is innovative and doing something in a whole new way. I've heard stories about WMHK/Columbia, WRCM/Charlotte, KCMS/Seattle. I look forward to learning from each of them.


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

I hope to see Christian radio become more relevant in faith and culture. Nothing is better than relevance and it's exciting to see where things will go.



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