Before Audacy announced the sale of its St. Louis radio cluster to Hoffmann Media Group earlier this week, Barrett Media spoke with KMOX morning show host Debbie Monterrey about the diverse and unique region.
With the rise of AI, certain media markets are being inundated with data center proposals to keep up with the needs of society. “Some of the biggest stories that get the most attention are in the data center,” KMOX anchor Debbie Monterrey said. “We have a lot of data center proposals around the region, and people get really fired up about it.”
Keeping up with the needs of her audience is just one way she and the team ensure their morning show is one of the best in the St. Louis market.
Road to St. Louis
Her journey to Gateway City started at a young age. “My mom always tells the story that when I was little and could just talk, I would walk around the house with the plug to the coffee pot like I was talking into a microphone,” Monterrey, a native of Chicago, recalled. However, it wasn’t until high school that she decided to pursue this career. “I don’t ever remember wanting to do anything else.”
She bounced around markets, and even to the Wisconsin governor’s press office, before finding her forever home at KMOX. “I did live in St. Louis for a semester while I was interning [at a TV station here]. And I loved St. Louis, and I always thought about coming back.”
Then she received the call of a lifetime. “Out of the blue, I got a call from KMOX asking me if I’d be interested in doing the morning show. And I thought they were punking me, but that was 23 years ago, and I’m still here!”
Keeping the Community in Mind
Monterrey’s morning show tackles the most pressing news in the area while still keeping it an enjoyable show for the audience. “It’s just always a constant discussion to figure out how we continue to grow and engage our listeners.” The discussion almost always includes the listeners themselves. “We are always out and about in the community. So we get a lot of feedback from our listeners,” Monterrey affirmed.
“So we really feel like we kind of know what they want to hear, what they like to hear. And so the show is definitely different than when I first started. It’s different even than just a few years ago.” But of course, staples like traffic and weather are essential to the show.
Monterrey has also found other ways to stay connected with her listeners, but not just through social media. “Every morning, I podcast the newscast after I get off the air, and that has really grown. We went from about ten listeners to now getting hundreds.”
It’s a lot of extra work, but Monterrey believes it’s worth it. “In this day and age, you have to do it,” she affirmed.
For Monterrey, when she comes to the mic with news, it’s not just her reputation on the line, but also the reputation of KMOX. “We have to be very careful because information travels so quickly, and we feel KMOX has a news reputation to protect.”
She noted the industry’s tendency to just roll with the news, but she and the team ask more questions before reporting. “We are always the station that says, well, let’s make sure this is true first before we do it.”
Paying It Forward
Landing in the St. Louis market and becoming an integral part of the community is a dream come true for Monterrey. To show her gratitude, Monterrey is using her platform to highlight some of the great things the area has to offer. “I emcee a lot of events in the community and do a lot of work with nonprofits. So it’s an honor to be somebody at KMOX who is known in the community and being able to help all these great organizations.”
This includes being the outgoing president of the Tower Grove Park Membership Council and serving on the board of the Missouri Historical Society.
“There are so many really wonderful nonprofits in this area. And I may not have a million dollars to donate, but I can get up there and emcee, making sure everybody stays engaged and the event runs smoothly.” She went on to attest, “It’s nice to be able to help and make an impact.”
For those looking to follow in Monterrey’s footsteps and make an impact on the community she serves, Monterrey suggests, “People should read a lot, write a lot, stay on top of it, and just be very, very flexible.” She added, “The biggest thing you can be right now is very flexible and know the new technology, being able to turn on a dime. I think adaptability is probably the most crucial skill in this business right now.”
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Krystina Alarcon Carroll contributes features and columns for Barrett Media. She has experience in almost every facet of the industry including: digital and print news; live, streamed, and syndicated TV; documentary and film productions. Her prior employers have included NY1 and Fox News Digital and the Law & Crime Network. You can find Krystina on X (formerly twitter) @KrystinaAlaCarr.
