10 Questions with ... Patrick Scott

BRIEF CAREER SYNOPSIS:

Patrick Scott joined Cumulus Media’s WNNF (Cat Country 94.1) in his hometown of Cincinnati as PD and afternoon host in December of 2021, arriving from the PD/p.m. driver position at the company’s Top 40 WLTO (Hot 102.5)/Lexington, KY. He joined the five-station Lexington cluster in 2016, and was elevated from Promotions and Marketing Director to WLTO PD in 2019.

1. You're nearly six months into the job at Cat Country. How's it going so far, and what had been the biggest surprise about the new station, market and/or job?

Well, the good part about me being here, I am from Cincinnati, so moving back to the market was the easy part. I think, so far, it is going okay. The station is still being found out about. The biggest surprise would have to be [that] Cincinnati folks still recognize 94.1 as Mix 94.1 (WVMX days). That would be the biggest surprise to me, since 94.1 has been Country for almost a decade.

2. Prior to Cat Country, you programmed a Top 40 station. What are the biggest differences between the two formats you’ve noticed so far?

The biggest difference is how quickly the Top 40 world is. Country music has slower music rotations. The audience on the Country is great because they are so loyal. The Top 40 audience would flip until they hear their favorite song. With the Country listeners, they will listen for hours. Being out on remotes you can tell the Country listeners really get to know the person on air.

The communication with the labels has been slow, but when I got here, we took 94.1 into a slower, more ’90s/2000s direction. So, I didn’t expect to get as many calls as I did when I was with WLTO.

3. In Lexington, you also served as Promotions and Marketing Director for the Cumulus cluster for three years prior to becoming Hot 102.5’s PD. What key changes have you seen in the way radio stations are marketed in the last few years? Are some of the old ways of doing business now out the window in favor of new models and strategies? (I'm still seeing a lot of posts about “meat remotes” on the Facebook radio group pages, LOL!)

There have been so many changes since I have been in this business. Just a year ago, the things we did may not work today. With any promotion, it can run its course, and that is when you look at ending it, or changing it to meet the times.

I have done my fair share of “meat remotes,” and I am not knocking them. It gets us out into the community. But the way a radio remote works today is different than when we used to do them. With social media, we have introduced video into our remotes, which benefits the station and the clients because now we can bring a video to show listeners what we are talking about on air.

I work closely with my promotion director, Austin Ratcliff, for WNNF, and we are constantly changing the way we do an event or even a contest.

4. What got you into radio in the first place, and what jobs did you hold prior to joining Cumulus/Lexington?

Well, 19 years ago, while in college, I needed an internship. I applied for one at WKFS [Cincinnati], and ever since then I have been in the business, with a small break to help family. I have been mostly part time on air and promotions, until one day I emailed Wendy Walker and asked her if they were hiring at Cumulus Cincinnati for part time on air and promotions. I had a full-time job at Anthem Blue Cross Blue Shield at the time. Wendy responded “yes.” That is what started this current run with Cumulus Media, and this is the best radio company I have worked with.

I worked on air on WGRR, WRRM, WNNF and WOFX until I got the Promotions and Marketing Director spot in Lexington. Now I am back in Cincy. So, big thanks to Wendy, and to [OM] Keith Mitchell for hiring me back, then and for hiring me again in December!

5. What has the experience been like of going up against an “800 lb. gorilla” in a station with the 53-year heritage of WUBE (B-105)?

I am not going to beat around the bush here, it has been challenging, but I am up for the challenge. [WUBE PD] Grover [Collins] has it locked in with the current music. That is why we needed to take a step back and look at what hole was missing in the market. I think we have found it [in] ’90s/2000s.

B-105 is a Country giant in this city. I knew it would be a tough challenge, but I am up for it! I know with the team and advice I get from the more experienced pros in the company, we can make a dent in this market, with this “Forever Country” format.

6. Tell us more about your music mix at Cat Country.

Well, we have a variety of music, almost like the AC format of Country music. The “currents” I play are about a year old. This station is very familiar now, if you listen to us, you will know the songs for sure. You may not like them all, but you will know them.

7. In January, you picked up the company’s Kincaid & Dallas show for mornings. What appealed to you about their show, and how is the market responding to it so far?

When I was in Lexington, WVLK has Kincaid and Dallas on, and I like the show. They are funny, fun and entertaining. They are also very easy to work with, and I think they do a great job with bringing entertainment to a local level.

The feedback we are continuing to get is a mix; some say they want a local show, some say they love it. When looking at the local morning show style, all a local person would do is talk about national Country music news. That local show would also do some nationally known content. Kincaid & Dallas do the same thing. Sure, we are missing some stuff with not having a local morning show, but in the big picture, I think Kincaid & Dallas are just what we need at this time.

8. How have you worked to prevent audience whiplash from going from the syndicated “Morning Koffy” show to a local morning show hosted by Karen Van Zant, back to a syndicated show in the space of 18 months?

I know what you mean with this question. I LOVE consistency. I know 94.1 has been so many things with many different voices and shows and format changes. It can be crazy, and the station lost its identity. I want to get that identity back and keep it the same for as long as I am here.

When I got here, I took direction from [Cumulus SVP/Operations] John Dimick and [VP/Country Music] Charlie Cook, and they advised me really well. Now that we have made those changes, now is the time to let it sit, play and let the great folks of this tri-state get to know the station.

9. The station has been “Cat Country” since 2019, but before that “NASH FM” for five years, and “Great Country 94.1” prior to that. How important are slogans to radio station in 2022, and what do you like about the “Cat Country” branding?

I believe branding is MAJOR in this business. I came from Lexington, which is a memory market, so pushing the brand is what I do. On 94.1, you won’t hear dead segues. I want the station ID to be in between every song we play, either with jock talk or imaging pieces.

Branding for 94.1 is a major piece of the puzzle because it has been so many things in the 15 years. It has had so many changes that the brand has to be loud, proud and present. I want it to stay “Cat Country” for the foreseeable future. I like the brand “Cat Country,” because Cincinnati is home of some cat sports teams (WHODEY!), and I like being able to play off that.

10. This is the station’s 10th year in the Country format (as of January). Any plans to celebrate that milestone?

Oh, we will celebrate the milestone! I can’t comment on that just yet, but it will be a big something! We have it in the works!

Tell us three fun facts about Patrick Scott.

I am on a dart league with my sister, Jodi.
I can drink a whole pot coffee and fall right to sleep.
Journey is my all-time favorite band, and I have seen them every year they have been tour since I was 9 years old!