People are different in the Midwest, and those qualities run deep in St. Louis. The area is known for people who are practical, hard-working, community-oriented, and, more than anything else, incredibly loyal. Even people transplanted to the city often adopt those traits. While you can debate whether that is nature or nurture, you won’t find a better example than Scott Rizzuto, morning host on Hubbard Alternative 105.7 The Point.
A transplant from the East Coast, Rizzuto has not only settled in St. Louis but also mirrors the market and culture of the area. Talk to him, and you quickly hear how well he fits.
“I never thought I would be living in the suburbs of St. Louis,” said Rizzuto. “If you had asked me when I was fifteen if I thought that thirty years from now I would be living in Wildwood, Missouri I would have said ‘you’re crazy.’ I love it here and the station. I love working for (Operations Manager and Brand Content Director) Tommy Mattern and being a part of Hubbard broadcasting.”
Rizzuto realizes not everyone is that fortunate. Having management you get a feel that cares for you as a talent. He believes he’s in a good position with 105.7 The Point with the creative freedom that they allow. It’s something he never takes for granted, and doesn’t foresee giving up.
In fact, quite the opposite is true. Rizzuto is doing everything he can to stay right where he is, and it starts with another Midwestern trait, hard work. Even though his morning show has posted dominant ratings for many years, he continues to try to outwork everyone else.
“My alarm goes off at 2:30 and I’m out of the house by three. I’m usually the first one in the building, turning the lights on,” he explains. “I over-prepare. (Former morning show partner) Woody used to tell me, ‘You’re killing yourself,’ but I learned that work ethic from him.”
Jeff “Woody” Fife, host of The Woody Show, now finds himself syndicated by Premiere Radio Networks out of Los Angeles. When the conversation shifts to a mention of Woody, the common characteristic that comes up is loyalty.
Woody moved from afternoons to mornings at The Point in 2009, teaming with Rizzuto who was on nights at the time. The duo enjoyed a highly successful run until Woody left for Los Angeles in 2014. Since then, Woody’s syndicated show has aired in the market at times on competing stations.
This past November, however, the two reunited when The Woody Show was added to afternoons on The Point. For some hosts, adding another personality-driven show might cause concern or insecurity. Not here. The two have remained friends over the years, and Rizzuto welcomed his former partner back with open arms.
“He was huge when he was here and made his name in this market,” says Rizzuto. “When he left I wanted to make my own way and get out of that shadow. However, I also never shied away from talking about him or relating a memory.”
Rizzuto also points out key differences between the two shows. Possibly because of his early association with Woody, some people label Rizzuto a “shock jock,” but he says that description misses the mark.
“I’m not salacious to be salacious. That’s not what I do nor who I am,” explained Rizzuto. “When I was with Woody and he would say something outrageous I would sort of shrink into the corner.”
He says this not as a criticism of his former co-host, but explaining the moment in time. Rizzuto admits at the time he didn’t know how to host mornings, and didn’t know what was considered “shocking” for the daypart he now held.
While The Woody Show uses the tagline “insensitivity training for a politically correct world,” Rizzuto describes his program more moderately. Five people talking about what’s going on in their lives and in the city. Although the show avoids politics and anything too serious, Rizzuto has grown comfortable sharing opinions on the air believing that openness is a major part of what listeners hear.
“Even our opinions are not crazy. We have opinions that run the gamut but we’re not going over the line on purpose,” he said. “We’re just being ourselves. That’s what morning shows are, a chance to share opinions.”
That restraint reflects another Midwestern trait, practicality. If the show pushed too far, it wouldn’t enjoy the advertiser relationships Rizzuto has worked hard to build.
“When I go to an initial meeting with a client I always explain that this is a partnership. I appreciate them spending money and I’m giving them my listeners who will become customers. I always believe it’s going to be a win for everyone,” says Rizzuto.
That approach leads back to Midwestern loyalty and a deeper connection with partners and listeners alike.
“90% of the sponsors I deal with directly have been with me for ten or eleven years. I’ve been to weddings of kids of our sponsors,” explained Rizzuto. “We’re in the spot now where listeners say things like ‘I used to listen every morning with my dad when he was dropping me off for school.’”
Rizzuto admits that realization can be jarring from time to time. However the loyalty to his program and the many interactions with listeners who remain in St. Louis has led Rizzuto to not consider anything different.
“I love the city,” he explained. “My kids are from here. Cost of living is fantastic. I can get everything here that I get in any other city, and I’ve got a mile of woods behind my house.”
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Mike Stern is a Classic Rock columnist and Features writer for Barrett Media. He has been with Jacobs Media consulting stations in the Classic Rock, Rock, Alternative and AAA world for more than a decade. Prior to that he programmed stations in Chicago, Detroit, Denver Las Vegas and other markets. He also worked as News/Talk Editor for Radio and Records, wrote about Top 40 Radio for Billboard Magazine and had his own radio talent coaching business called Talent Mechanic.
