Following the departure of PD Kevin Vargas to WHDR/Miami, programming vet L.A. Lloyd recently
laid down roots at KISS/San Antonio and shook up the legendary Rocker in the process. He recently
sat down for a one-on-one with FMQB and gave us all the sordid details.
e-OB presents excerpts from this week’s FMQB hard copy Active Rock Up Close interview with KISS/San Antonio PD L.A. Lloyd
On KISS’ longevity as a Rock station in the market… KISS switched from Rock to Oldies in 1990. The station flipped back to Rock December 31, 1991. Virgil Thompson was the PD and Lisle and Hahn were put back into place as the morning show. For the past 14 years, KISS has remained the best Rock station because it is always true to the audience’s expectations. The station continually strives to recreate the KISS brand to make it better. Getting an unfair share of market revenue hasn’t hurt either.
On the tendency of KISS to gravitate to the more extreme bands of Active Rock… Historically, San Antonio has always embraced “Loud Rock” or artists that were considered “extreme” at the time. From Judas Priest in the `70s, to Guns N Roses and Queensryche in the `80s, to Nirvana and all Grunge and KoRn in the `90s, to the bands of today like System Of A Down, Mudvayne and Slipknot. I will admit I was a little concerned when I first began at KISS about the balance of our sound being too extreme. However, after seeing our callout, our audience can’t get enough of these bands.
On embracing HD radio in San Antonio … I am looking forward to the changing face of our industry through HD radio. Corporate strategy has been researched in regards to how to best integrate and promote HD radio for our stations. Locally, we have an independent retailer (Bjorn’s) who is always on the cutting edge of the latest in electronics. Our relationship with Bjorn’s will help all of our stations in the cluster because he wants to participate in the promotion of HD radio.
On what differentiates KISS and makes it unique… The great thing about KISS is we have a sales staff that ‘gets’ the format. They know how to approach the clients to describe the station and our audience. GM Virgil Thompson was the original PD for KISS when it came back as a Rock station in 1991 after a format flip. Sales Manager Janis Maxymof and her staff have been with the station for many years. I can’t put my stamp on KISS because we do not operate that way. This radio station is successful because we are a team in every department.
On what it will take for the Active Rock format to thrive in 2006… It shocked me the number of Rock stations that flipped formats in 2005. Fortunately, one was our competitor. But seriously, as a programmer, I realize our audience is inundated with ways to get their entertainment. Personally, I have gotten away from the computer and have got back on the streets to check out whom our audience is interested in. I have been to shows that have been sellouts and the bands had no airplay in San Antonio . The consumer is in charge and it is our job to find out what they want and try to give it to them.
On the record/radio relationship… Musically, I believe the radio and record industry have to work closer than ever before. Programmers have to remember that the labels’ promoters have a job to do and that is to get their songs played. However, I would like to challenge the record promoters to do their homework and know the station that they are working. Educate yourself on the station’s sound. You are wasting your time and mine by working me on a song if it doesn’t fit the station.
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Also in the FMQB hard copy issue: |
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