Life is pretty good nowadays for Ponch. Not only has he called Kansas City home for more than a decade, but as the man in charge of all things programming at Top 40 KMXV, he’s having no trouble making a name for himself. The heritage station has produced some of the industry’s top radio programmers and Ponch is no exception. He’s committed to be being the best and no one has their finger on the pulse of their market more than Ponch!
By Bob Burke
Ponch
In an era of cutbacks and voice tracking it can be tough nowadays finding people with as much genuine passion for radio and its future than Ponch. As Director of Programming at Wilks Broadcasting’s Top 40 KMXV (Mix 93.3)/Kansas City, he believes surrounding yourself with great people is the foundation for great radio and that’s how he’s gone about his daily agenda at a station he’s now called home for more than a decade.
Ponch’s radio career began as a night jock at KJYO/Oklahoma City in 1991. Along the way he has logged time at KMJK/Lawton, OK and WYOY-WJKK/Jackson, MS. In 2000, Ponch arrived in Kansas City and has never looked back. He’s done it all rising through the ranks of the programming department while co-hosting a morning show. In 2006 when Wilks Broadcasting acquired the station from CBS they ultimately decided to promote from within naming Ponch as the man who would oversee programming by 2007. KMXV has always been a well programmed and respected station in the industry and one that has seen many of today’s top programmers pass through its hallways… now… you can add the Ponch to that list!
There is no doubt that Mix 93.3 is one of the country’s great heritage radio stations. What makes the station so unique?
There are a few reasons. One that stands out is absolutely because of the people that work at KMXV. (The Rocket & Teresa Show 6a-10a, Jenny Matthews 10a-3p, Dave O 3p-7p, and Steve Serrano 7p-mid). The word “Family” is used often in the hallways. Radio has gone through many of the same heartaches as any other industry. It is all about how we react to the changes. One of my main goals has been: treat my people like human beings, give them the respect they deserve and nurture their talents. The end result? An air staff with passion and true dedication. From what I’ve seen in radio lately, that is indeed unique.
How would you define your programming philosophy in a nutshell?
Play The Hits, Execute bigger than life promotions and have FUN!
Musically, how would you best describe the current state of Top 40?
It has been an awesome time for Top 40. This reminds me of the 80’s. So many mega stars. Katy Perry, Bruno Mars, Adele,Lady Gaga and Rihanna. And just like the 80’s this too will turn a corner. We are close to a new music cycle. So be ready!
Has the radio/record label partnership developed where each now has a better understanding of how they can better help serve each other’s goals?
I think that record labels are just starting to figure out what their role is in this new landscape. The audience buys/steals the product in so many different ways. The labels have been playing catch up for the last ten years. It works to their benefit to build a story with an artist. Get it ready for radio. Managing realistic expectations of an artist would be a tremendous step forward as well.
How much of a role does research play in your music decisions and what barometer do you watch closely for artist/song activity?
I think you have to remember that research is one of many tools to take into consideration not as an absolute. I really try to find the big picture with a song. I watch iTunes closely. If people are actually going to “Pay” for a song there is probably something there. Not every time, but it’s worth paying attention to.
How has the station utilized new media platforms to extend its brand and are you seeing the audience stimulated by one platform more than another?
KMXV has been on board with social media early in the game. It’s hard to imagine life without it now. @ponchontheradio #followme #shamelessplug
Our website has and will continue to be a major focus. WiFi will be in most vehicles in the next 5-10 years. With Satellite Radio, Pandora, and Podcasts, there are hundreds of choices. Look at cable TV. If you are like me, you have about 600 TV channels. I only watch about five of them. I have my favorites. The same applies to radio. I have to give my audience a reason to be one of those favorites. Radio has to be ready to fight for their piece of the media pie. Content is Key.
Given the multiple duties of most programmers these days, what is the most challenging aspect of the job for you today?
Doing a morning show, staff/promotions/sales meetings. Sales calls, music calls, scheduling music, yell at sales, book a concert series, apologize for yelling at sales. That is all in a day’s work in 2012. I wish I had more time to listen to music.
Everyone is doing more with less nowadays. Got any good time management tips?
Keep a bottle in your desk!
Is there added pressure in programming a station that has had so many great programming minds pass through its hallways?
I would be liar to say no. Jon Zellner is one of the brightest people in the industry. KMXV was his baby. I’d never want to be the one to tarnish the foundation that he built. At the same time you have to make the station your own. The market is very different now. I am happy to say that we have taken KMXV to new heights in ratings and revenue. Our brand only gets bigger. It is a great time to be at KMXV.
Who inspired you to want to do great radio?
I know it isn’t always a popular answer but Howard Stern is the one that changed my idea of what radio could be. I was doing overnights at KJYO in Oklahoma City getting done with my shift and driving to Texas just so I could pick him up out of Dallas. I remember being mesmerized by what he said and how he said it. It was real, edgy and uncomfortable in a time of “Boss and Liner” jocks. I started forming the idea in my little radio head that I can be real and talk about my own dysfunctional life and relate much more than giving weather and time checks. Howard is still one of the best in the business today. His style of radio has made way for some of the best shows and talent on in our time. Opie & Anthony, Ron & Fez and Jason Ellis just to name a few. Howard has set the bar extremely high!
What still excites you most when you come to work every morning?
That we could possibly be the best mental distraction someone has all day.
What advice would give to young programmers looking to succeed or move up to that next level within their own company?
Be prepared. Anything can and does happen in radio so be prepared for your next opportunity. It could be right around the corner. Upper management is always looking for self starting “Plug-In People.” Start to speak with as many programmers as you possibly can. I don’t think you should ever stop trying to learn about this business. I have a handful of people I call once a month. It’s always a good thing to get perspective from your peers.
What’s the one area radio can improve on to ensure it remains the go-to media of choice?
Invest in great talent. Pay them well.
What’s the best piece of advice that anyone has ever given you that you still applies today?
“Be kind to everyone until they force you not to be” – My Grandfather. Our circle is getting smaller and smaller. I think it’s time to pull together as an industry and energize each other. Are things different? Yes! Let’s get over that and stop comparing to the old days. This is a new era of radio. It is up to all of us to make it a good one!
[eQB Content by Bob Burke]
