San Francisco’s storied radio past of gauging and determining music trends is well documented. The market has also gained industry fame regarding its ultra-competitive nature when it comes to radio battles for market supremacy. Knowledge of the market is critical in developing a winning strategy, and having the right programming team is essential. CBS VP/Programming Michael Martin heads that team, and knows the Bay Area better than most, having helped build and program some of its best stations throughout his career, coincidentally the same stations he is currently competing against on a daily basis.
Michael Martin
San Francisco has long been one of the industry’s key markets in terms of gauging new music trends and has always been ultra-competitive when it comes to radio stations battling it out for market supremacy. Knowledge of the market is key in developing a winning strategy but having the right programming team is essential. Enter Michael Martin, who is synonymous with the Bay Area and the many radio stations he’s helped program for more than 17 years.
Before heading to the Bay Area Martin cut his teeth as Club DJ back in the day prior to landing an internship and mix show duties on KIIS-FM in Los Angeles. Then there was a brief stint at “Pirate Radio” before he would return to KIIS as its Music Director. Then it was off to San Fran to join the programming team at KYLD moving through the ranks as MD, APD and then PD. He would also at one point during his long tenure in the Bay Area oversee cross-town rival KMEL and KIOI. Clear Channel Radio knew Martin was a star on the rise elevating him to RVP/Programming and then SVP/Programming. In 2007, Martin headed back to LA as the company’s VP/Programming. By the end of 2008 he would eventually resign his position to return home to the Bay Area to be closer to family.
By early 2009 Martin was presented with a new opportunity that he couldn’t and wouldn’t pass up, VP/Programming for CBS Radio. His mission, to compete against stations he once helped build into heritage radio stations with rich histories, but Martin was up for the challenge. Nowadays, he oversees CHR KMVQ (Now 99.7), Hot AC KLLC (Alice 97.3), Alternative KITS (Live 105) and True Oldies KFRC-AM and is loving every minute of it! Michael Martin has long been one of the industry’s top programming minds and he’s now using his expertise to help guide CBS Radio in the Bay Area and from the look and sound of things, the market is enjoying some of its best radio to date!
How did the opportunity come about to join CBS Radio in San Francisco?
Kevin Weatherly and I have always stayed in touch over the years. I got my start as an intern at KIIS-FM in Los Angeles when he was Music Director too long ago to mention. I saw the moves CBS was making, heard about its programming culture and wanted to be a part of it and Kevin opened the door. I then met with the San Francisco Market Manager Doug Harvill and we struck a deal. I haven’t looked back since and have never been happier.
What was the first thing that needed to be done from the day you walked in the building to ensure both ratings and revenue goals would be met?
I met with EVERYONE in the building and got the lay of the land from their perspective. I knew what I knew from being across the street but didn’t know the internal details from this side. I first learned the building before making any snap decisions, which candidly is hard for me. I definitely had my opinions on everything but wanted to get the full story. I asked a lot of questions and presented the plan. Once I heard “go” we didn’t stop.
You have quite a history programming in the Bay Area having built some well respected heritage stations. Were there any initial challenges in making your adjustments or was the prior market knowledge a big advantage?
Knowing about seventeen years of market history is a definite plus. We sat in a lot of music tests over the years and know what works and what doesn’t but just because something worked across the street doesn’t mean it will work at another station. Each of our stations has a very distinct personality and music lane far different from any other in the market. The challenge was not to cut and paste but rather find why the audience comes to these particular stations and play on those strengths. The other great thing about the CBS culture is they trusted me and my team to do what we felt was right. Unlike before, I was asked “what’s your gut tell you” a lot.
NOW 99.7 has made a significant impact in the CHR world but this isn’t the first time there would be a major CHR battle brewing in the Bay Area. What was your vision of where the station needed to focus to achieve the kind of success you had envisioned?
The challenge was to make sure NOW had its own identity. I don’t care about doing Wild part 2. We already did that station. This is something new. Hits are hits so of course there is a lot of music sharing but its finding the right tracks that are exclusive to NOW or that put Wild into a real uncomfortable zone if/when they decide to play. We are also a very different station between the songs. We are a pure Pop station which is something our competition cannot be. We each have our lane to occupy and the music cycle is absolutely in our favor. Both of these stations are great and the audience uses them for different reasons.
How important was it to re-unite with Jazzy Jim Archer, who’s not only an important and influential music programmer, but has really excelled in the online and digital arena?
As soon as I sat down at my new desk Jazzy was my first call. He’s a magician. He knows the audience like no other and is imperative to the success of the station. When you go into a battle there are people you want at your side. Jazzy is that guy!
Hot AC has also become an important format over the last five years as many Pop stations have taken on a more Rhythmic lean. What is Alice’s role within the cluster?
Alice is a very unique radio station. It’s not a traditional “Hot AC” and has always had its own lane and personality. It absolutely plays the right Pop hits, the biggest “Hot AC” hits and always makes room when we find those unique titles that add to what makes Alice special. Jayn is my Jazzy for that station. She knows the balance and finds the right records. There is overlap with the other stations in the cluster but by the next song you definitely know you are listening to Alice. Jayn makes that happen.
Live 105 is a well respected station in the Alternative world. What’s been the mission/vision working with long time programmer Aaron Axelsen?
Aaron is a wealth of station, format and music history. He has lived through every adjustment the station has been through and knows every outcome. When we became more 90s focused, which led to the ratings increases, Aaron was leading the way with the library. Like Jazzy at NOW and Jayn at Alice, Aaron is the “yoda” of all things Live105. Now that we know the sweet spot, Aaron does what he does best.
The company has become committed to digital initiatives. What platforms are you seeing as being the most advantageous in terms of extending your brands and generating revenue?
Anything and everything the audience uses. Our jobs as programmers are to reflect the listeners, live where they live, do what they do and speak how they speak. If it’s Twitter, Facebook, Foursquare, it’s our job to reach our audience how they reach out to each other. We can’t consider “social media” as a brand extension. It has to part of your brand and how you communicate.
PPM has changed the way radio is programmed. What’s one thing you see in that data that still surprises you about the way listeners are consuming radio nowadays?
The only thing that surprises me is how few meters determine our fate. How the meter holders are using radio shouldn’t surprise any of us. We knew they come in for bite size bits of us and it’s our job to keep them coming back for more. That’s never changed. We know on top of every PPM tactic we do behind the scenes that it’s still the brand that brings them in the door and the minute by minute experience that keeps them coming back.
Has the radio industry become too research-driven? Where does utilizing one’s “gut” come into play?
I have fallen into the trap I see others have fallen into. We all do. YES research is important and yes we need to dive into PPM minute by minute numbers but you can quickly lose your edge if that’s all you rely on. I see too many people who have just completely lost their gut and wait for that callout report and M-score to tell them what to do. Data has to be put in perspective, not followed blindly. What gets screams at a club is data. You just need to put it in perspective. How about playing a song because it sounds great on the radio or doing a promotion because it would be funny? No, we can’t do that. The PPM gods would look down upon that. I have a sign on my wall that says W.W.J.C.D. which stands for “What Would Jerry Clifton Do?” That guides me when I get sucked into too much research.
You’ve worked for a few major radio companies. What separates CBS Radio from the others?
It’s a RADIO company run by RADIO people. Dan Mason lets a market put together their plan and run with it. We OWN our decisions. They are not made for us. It’s just a completely different atmosphere surrounded by pure product people and we are not micro-managed. We have support and resources but the decisions are always locally based. In my first budget meeting I was sitting next to Dan and at a point when the sales guys were discussing NTR numbers he leaned over to me and asked me how fast I turn over my power gold. I knew I was home.
Do you have any advice for those up and coming young programmers who want to move to that next level?
Stay true to yourself. It’s so cliché but so true. We don’t need sheep. Sheep don’t create that next wave or find that million dollar idea. It’s ok to be different. Do things that force people to notice you.
What should radio’s immediate goals be to ensure that it remains the go-to media of choice?
Stay close to the actual listener and pay attention. Its not rocket science. We are an emotion based industry that requires us to get to know our audience and for them to get to know us. It’s a relationship like any other than needs constant nurturing and communication.
[eQB Content by Bob Burke]
