Tooker’s take on Boise, his new show and the competition

KZMG/Magic 93.1 launched a new morning show just after the first of the year, helmed by someone who had just won a Country Music Association award for best radio personality - Dan Tooker. Since Magic has long been positioned as a pop station, some in the market were left scratching their heads. Now that the show has launched, Tooker talked to Idaho Radio News about what he hopes to accomplish, why he picked KZMG and the Boise market, and what he thinks about some of the other players in the Treasure Valley. Oh yeah, and that sound-alike coincidence with the other CHR morning show in town.

As I mentioned to Dan - these aren’t typical “so what’s your favorite song” or “who influenced you questions.” You can always check out his bio for more on that.

Idaho Radio News: Your show seems so far to be positioned more for a Hot AC station than a self-described CHR format. To add another layer, you’re last stop was at a country station. How do you hope to tie your show to the target audience?

Dan Tooker: Good Hot AC, CHR and Country morning shows don’t vary in content that much. It’s the small things in those shows that make them format specific . Imaging, news, focus of entertainment segments, music news but as far as other content everybody is all about the same.

IRN: You’ve got stiff competition for female listeners from a pair of Peak Broadcasting stations - Mike & Kate on KCIX and Hooker in the Morning on KSAS (not to mention the country stations in the market). How will your show stand out from the pack?

DT: I’m not sure it will. We just have to figure out what works in this market and what doesn’t. I don’t worry about anybody else but our show. I honestly don’t know what other stations are doing but from the sounds of it they (Mike and Kate and the Kiss morning show) have it figured out. I have known Kate for a couple of years. She is very talented and her and Mike have done a great job in the market.

IRN: So far, the show has been positioned as family friendly - but some of the songs on Magic’s playlist don’t really mesh. You had a big discussion on the air a few weeks ago about Flo Rida’s Low - and let listeners weigh in on whether or not you should play the song. Do you worry that it will just make kids ask “why’s that song so bad, mom?”

DT: No, not really. Low is a SMASH hit but truly a adult song. In my mind 70% of people don’t know what the song is about. 30% do and of that 30% some are offended. If the audience chooses not to play that song in the first hour and a half of my show and parents feel more comfortable with their children listening to the show I am fine with that. You could say the same for the song Red Ragtop by Tim Mcgraw so it’s not format exclusive. Our audience at the time chose not to have that song played during the morning show.

IRN: There’s a brand new country station in your last market. Any regrets?

DT: LOL… Only that I didn’t get to work with one of my best friends who turn the station on. I left Wichita because it wasn’t a town I wanted to live in. We could have EASILY stayed. Boise is where I want to be. For many it’s a stepping stone or the only market they could get work in. My wife and my show want to be here.

IRN: One of your competitors put an “alien” on the street last week and generated buzz. Will your show be looking for free media opportunities? How do you do it without going overboard?

DT: Honestly, we don’t look for free media opportunities. We just do what’s right for our show. We just stay true to who we are and if we get coverage that’s Icing.

IRN: I poked fun of the Hooker/Tooker similarity when the announcement about your arrival came along. What do you think the KSAS morning team thought when they heard that your station would launch “Tooker in the Morning?”

DT: That would be a good question for them. But I’m sure they didn’t care. Dan Tooker is my real name and Dan Tooker In The Morning was the show Magic was intrested in.

IRN: You’re already getting out in the community, with school visits, a pledge of allegiance ‘contest,’ and guest kid DJs. Is this the viral marketing plan?

DT: Not really a plan. It’s just a couple of bits we have done in the past that have had some success . We visited the school because they won a contest by making the most Valentines for the Troops. The Pledge is something that I believe in and guest DJ is just a lot of fun. If I could have been a guest DJ with Adam Smasher on Kiss 99 in Indianapolis I would have. The kids that win guest DJ have also done something worthy of getting something special and if that encourages a kid do do the RIGHT thing instead of the wrong thing it’s worth it.

IRN: If you didn’t work in radio, what Boise station would you listen to?

DT: I know what your going to say but KQFC. Yes, it’s in my cluster but the station really is nails. Wes McShay is a programing Wiz. I worked for him in Des Moines and I know what he can do. I also like the Ticket. I am a huge sports fan and like Caves and Prater. That show doesn’t get enough credit. I didn’t get it at first but honestly it’s brilliant.

IRN: Annnnd now name one station that isn’t co-owned!

DT: Not really sure but since I know Kate I’ll say hers. She’s a smart gal.

IRN: Why change Matt “Matty” Johnson’s name to MJ?

DT: Not sure. It was his call. Not to speak for him but I think it was a way for him to reinvent himself.

IRN: What will people know Dan Tooker in the Morning for in a year?

DT: I don’t think anybody knows yet. I know I don’t know yet so it’s hard to say. It could be as easy as Dan Tooker in the Morning the show that tanked Magic 93.1. LOL