I was reminded the other day of the passing of Kidd Kraddick. It was a Barrett Media post on the day we lost Kidd 13 years ago. I only knew him for a short time, but felt I knew him well. With Morning Show Boot Camp happening this week, where Kidd is annually honored with the Kidd Kraddick award, this week’s column celebrates the man I had the pleasure of knowing.
The Consulting Years
Between my time at Clear Channel (now iHeartMedia) and CBS back in 2009, I had a brief foray into consulting. I worked with several Clear Channel stations I had been previously involved with, along with Delilah. Greater Media was a client, as was Kidd Kraddick. The first time we spoke, I told him I was in awe of his show and believed there was nothing I could do for him. He replied that he heard I understood the new PPM methodology and wanted my help to grow his ratings even higher. Who would say no to Kidd?
I went back through my email folder and uncovered one of my first notes to Kidd, sent at 1:20 p.m.: “I’m so impressed with that entertainment feature in the 6 a.m. hour… that is the best scoring show biz segment I have ever seen in PPM.” Kidd’s reply at 2:08 p.m.: “I just ran around my building and quoted that. And yes, the whole morning show is still here at 2 p.m. We’re sick.” That was the moment I learned there was significant hard work behind all that talent. Moreover, I realized I had met my match.
Learning from Excellence
Every Sunday, when Media Monitors released their raw data, I would listen to each day’s shows. The data I gave Kidd hopefully helped shape the content on the show, as PPM was new and I learned from it as well. Specifically, his interview with Taylor Swift proved revelatory. Long before the Eras tour, I saw his conversation with Tay take his meters to heights I had never witnessed before. So much for people dismissing interviews in PPM. The right conversations with the biggest artists could drive ratings. Ultimately, what I learned from this relationship 17 years ago still applies today.
When I joined CBS, I had to say goodbye to Kidd — until the summer of 2011. At that point, I took on additional duties as Program Director of KVIL in Dallas, directly across the street from Kidd. That’s when our relationship changed. We shifted from my being his client to becoming his friend. He would pick me up in his hot car a block away from KVIL so nobody could see. We would have a long lunch — a very long lunch. It was always about radio, and he did most of the talking.
A Man Obsessed with Relevance
He shared how he was obsessed with keeping the show relevant as he aged. Notably, that was the key word I remember him using more than any other — relevant. Not only with the cast but with the content they did on the show. He kept the evolution of the cast so relevant that when he passed away, the ratings of the show actually grew. His number two, Kellie Rasberry, led the team and continues to perform exceptionally today.
He was as passionate about his charity as his show — and how much it meant to him. Kidd’s Kids should be the blueprint for every long-running successful show. It would take me years to realize how the charity efforts of a show deepen audience relationships. Additionally, these efforts help drive ratings. But Kidd was the one who planted that seed. I felt he wanted me to try putting his show on at WNEW in New York since that would have been a huge boost to his syndication efforts. Yet, he never asked for the order. A great talent rarely does — there is shyness when it comes to that.
A Legacy of Hard Work
Yes, Kidd was talented. However, he was also one of the hardest working, most obsessed with relevance and caring people I have ever met. To the show that gets the Kidd Kraddick award at this year’s Morning Show Boot Camp, you have some enormous shoes to fill.
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Jim Ryan is a Music Radio columnist for Barrett Media. In addition, he runs Jim Ryan Media LLC, a consulting company which assists major market radio brands and top talent including national radio personality Delilah. Prior to relaunching his consultancy in 2025, Jim spent 15 years with Audacy/CBS Radio, serving as SVP of Programming. Among his responsibilities included programming WNEW-FM and WCBS-FM. His career includes additional programming stops in Los Angeles, San Francisco, and Houston. Jim was voted the #2 PD of 2024 in Barrett Media’s Top 20 series in the AC category. He can be reached by email at Jim@JimRyanMedia.com.