Mat Mitchell is the Program Director at KS95 KSTP-FM St. Paul Minneapolis. His peers voted him to the number 11 spot in Barrett Media’s Top 20 AC/Hot AC Program Directors.
“It’s such a big honor to be acknowledged and voted by peers in this industry and to see my place on the top 20 next to many peers I personally know and I’ve worked with in other parts of my career,” said Mitchell. “That fills me with a lot of gratitude for a business I still really enjoy.
“I took that as a huge honor. I was really happy and had a big smile once I opened up that e-blast that day.”
Mitchell said he heard from many in the industry.
“I got a lot of heartfelt notes and congratulations from peers in the industry that said, way to go, congratulations. We’re so focused on our day-to-day and what we do, trying to create a great product while maintaining our connection with the community that it was great to stop and come up for air to see that acknowledgment. Thank you for having me on the list and for the wonderful look. I really appreciate it, and I’m honored.”
It was a twin win because KS95’s morning show, “Crisco, Dez & Wes,” made the list of the top shows at number 13.
Mitchells says the show has extraordinary chemistry.
“It hasn’t even been one year since Wes joined the cast and the ensemble of the ‘Crisco Des & Wes Show,’ but in that short period, I’ve seen natural chemistry evolve rapidly. These guys genuinely enjoy being with each other in the studio and outside the studio. They hang out with each other after hours. I think when you get to that point with a cast, you’ve charted your own course.”
The chemistry, the fun, the sense of community, the sense of stepping up is automatic. These guys are already seasoned professionals, but when you add a new cast member, you don’t always have that guarantee of where the show is going to go. We made a smart choice in hiring Wes McCain. Being from the upper Midwest, also from Minnesota, and knowing the neighborhoods and growing up around the community, I think that certainly expedited the process of him figuring out his way with Crisco and Des in a short period of time. Still, the one thing that stands out in particular with this show is it’s just a funny show.”
When you talk to Mitchell, you pick up on his enthusiasm and respect for the brand he now manages. His suggestion to young people wanting to enter the industry is to get in the door.
“Get in the door anyway possible. I think, and I’ve even read this from peers in the industry, that the most plausible point of entry seems to be in promotions. I’ll tell you that I’ve hired several part-time air talent specifically from the promotions department to take on on-air roles and even fill in roles on KS95. It seems to be the farm team or feeder department for somebody who wants to pursue the on-air side. But it goes beyond that.”
“If on-air is not their best suit, a lot of times social media and digital is something where we find a tremendous strength out of those folks. When I started in radio, it wasn’t on the air. I mowed the yard under the transmitters at KLEO in Wichita. Then eventually, I got hired to do part-time board work for the big band station KQAM. It’s just those small incremental steps, be available, be reliable, and be open-minded to multiple departments within the radio group and see where it leads. If you show enough interest, it’ll lead exactly where you need to be.”
I asked Mitchell his thoughts on Nielson’s 3-minute qualifier and if he has seen or plans to make adjustments.
“I haven’t seen a ton of modifications uniquely in this market or markets that I may browse when I look at daily logs in Mediabase. That’s not to say it’s not happening. I’m wondering if people are waiting to see where they stand in real-time based on year-over-year performance. Hopefully, everybody sees an uptick, and it’s a positive thing. There are a few markets where I heard they’re maneuvering stop sets.”
“I wouldn’t say in the complete opposite methodology where we were before but literally placing it inside, splitting right down the middle of the quarter hour and hoping to gain the added carryover quarter-hour from 15 to 30 or 30 to 45. I like that bravery.”
“For KS95, it’s such a signature brand and with unaided awareness. I kept things the way they are now to find out how our performance will be in January and possibly the quarter. That’s not to say I’m landlocked to that decision, either. I’m keeping an eye on what everybody’s doing because again, everybody is a student of radio.
“This is a new piece of education as we start to get this data back in the weekly and how the months and quarters break out, and I know several eyes will be on it and what will soon become a best practice, but I think we’re very early days on what’s to come.”
Mitchell opines that stations with high spot loads may not have anywhere to maneuver.
“It also goes back to the methodology of companies. If some stations or groups run a high amount of spots and there’s really nowhere to redirect or place these stop sets, they may be backed into a corner at this point and just finding out where they stand in real-time based on where they were with the five-minute qualifier.”
In closing, Mitchell expressed his gratitude to Leighton Peck, his predecessor and long-time KS95 Program Director, who passed away earlier this month. (BMM 2/5)
“Leighton’s legacy at KS95 spans across 29 years. He had number-one ratings, multiple Marconi Awards, multiple Crystal Awards, and Service to America Awards, and assembled the best line of personalities in Twin Cities.”
“Radio keen sense and awareness of the immediacy and urgency that this medium can provide. The Hubbard family and the brand team are saddened by the news of his passing. His work at KS95 is still reflected today and serves as a positive memorial moving forward. I’m honored to be the one who got the baton passed to him and to carry on the KS95 legacy. We’re not in the position we’re in now without his contribution.”
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Jeff Lynn serves as Editor of Barrett Media’s Music Radio coverage. Prior to joining Barrett Media, Jeff spent time programming in Milwaukee, Omaha, Cleveland, Des Moines, and Madison for multiple radio groups, including iHeartMedia, Townsquare Media, NRG Media, and Entercom (now Audacy). He also worked as a Country Format Editor for All Access until the outlet shut down in August 2023.
To get in touch with Jeff by email, reach him at Jeff@BarrettMedia.com.
