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Straight From The Mouth
The Morning Mouth's March Interview with Guy Phillips
(Reprinted by permission; Copyright © 2004 Talentmasters Inc.)

Congratulations, 25 years in the same market and at the same station. That's got to be some kind of record. Let's go back to 1979. Wasn't All Access' Joel Denver the one who brought you to St. Louis?

GP: That is correct. My former partner Mike Wall and I were working in Fresno at the time and we saw that there was an opening KCBQ in San Diego. We sent a tape and Joel called us and asked us to send another. Then we got a call offering us a job down there. We said yes. Then we get a call from Joel about a week later and he tells us that the guys that were doing the morning show there had gone to Boston to do mornings and didn't like it there, and were making a big triumph return, so we were out of a gig. Then about 2 months later I hear that Joel Denver is in St. Louis and I am trying to figure out if it is the same guy. Who else would have that name? We called and it was him. We told him we were still interested in getting out of Fresno. They flew us out in January of 1979 and we got hired. said without pausing that "You took the town by storm and that your morning

show was one of the brightest spots in an otherwise bad situation." Not a bad memory. In 25 years, have peaks outnumbered valleys?

GP: No question about it. There have been very few valleys. I go through the same trials and tribulations that most morning guys do. I have had the opportunity to work with some really wonderful people. When Joel was talking about us taking the town by storm, the truth is that there were very few multi-team shows back in the late 70's. I don't think we were that good to begin with, we were just different. Different is good.

What do you think is the key to longevity and success?

GP: You've got to love what you do. You have to believe in the people around you. You have to have a common goal with those around you and work together. I think the key to any on air broadcasters success in any market, any time, is you have to learn to tell a story. If you are not a good storyteller, I don't think you will be a good morning person, because jokes and bits only get you so far.

How did you learn to tell stories?

GP: I think it was an innate talent. My mom and dad were both very funny people in their own ways, and I think I got more from them at home. I was the class clown in my high school. I was also one of those guys who crossed the line by doing the thespian thing and playing sports. I am very keen on watching professionals who tell stories, motivational speakers, comedians on television.

Is it true you've only had 4 GM's in your entire time at Y98?

GP: True. Beth Davis is the GM now.

How many PD's?

Joel Denver 1979

Kevin Metheney 1980
Harry Nelson 1981
John Larrabee 1982
Chris O'Kelly 1982
Rick Torcasso 1982
Ken Barnett 1984
Jim Richards 1985
Doug McGuire 1989
Steve Weed 1991
Barry James 1993
Smokey Rivers 1995

Smokey and I had a love hate relationship. He loved me; I hated him. I'm kidding. I have never met anyone who had greater capability to manage management than Smokey. He kept his cool more than any PD ever.

After 25 years, who, if anyone do you listen to for advice on your show?

GP: We work with a consultant that we speak with by phone once a week. I have found that to be the most helpful thing in my entire career because here is a guy who is unbiased as far as his relationship with us goes. He is only trying to coach you and make you better and not be critical of the things that you do.

I spoke with Tommy Kramer your consultant and asked him what he thought has made you successful this long. He said "You are interesting. He is your next-door neighbor that caught everything that you missed last night and gets you up to speed the following morning." Is that your show?

GP: I think that is a good description. We have to be reflective of who our listener is. We have to have in our mind's eye this 25-44 year old female with a family, car and the income. We have to imagine them at all stages of their day while we are doing what we do. We try and be their eyes and their ears. We also try to bring to them relatable stories. I was walking the dog the other night and fell down and it hurt pretty bad. I went in the house and told my wife the story and her response was did the dog poop? That is all that she wanted to know, not was I all right. The next day I told the story on the air, and in 30-40 seconds we were getting responses, people could relate.

In the last 25 years, would you say 9/11 was your most memorable show?

GP: Actually, another difficult day was when the guy that did weather for us committed suicide. He did it in an unusual way, by crashing his plane. It was a complete shock to everyone. I thought someone was playing a joke on me. You talk about a long morning. It was a very trying time.

If you could go back to do any of the 25 years over again, is there anything that you would change?

GP: I would have been a lot more aggressive in the marketing in the first 5-6 years. I would have been more real, we did a lot of characters in the early years.

Which person would you say influenced you the most?

GP: I would say Jim Richards, who is now a consultant for our competitor. When he announced that he was leaving as PD here I actually cried. He was the greatest PD I ever worked with. Also Tommy Kramer, who is a talent coach. He has given me a renewed sense of worth and faith in the business. He has the business. He has a great sense of what talent needs to do to win. My partners, Stephanie Duran and Courtney Landrum. influenced me as well. Courtney used to be the producer at the Steve and DC show. Courtney has taught me to be more real than anyone else that I have ever worked with. Stephanie taught me that women are very funny people. She is one of the funniest people I know. Kevin our professional intern, who has been with the show for five years, is one of the most creative minds in radio. I am blessed to have him on the show. He's so talented, I think he could write for Letterman, he is that good.

I heard a rumor that you once threatened to leave when the company wanted to let Kevin go. True?

GP: True. And he's still here.

Do you ever worry about getting older?

GP: Absolutely. I don't dwell on it. We joke about it on the show, my getting my first AARP correspondence a year ago. I am not trying to be my demo; I am trying to understand my demo. I think I could do this until I am 70 and still have a great listenership. If you think about it, I have worked in 4 different decades, 70's, 80's, 90's and the new millennium.

Mel Karmazin (Guy's boss at Infinity) was recently before the house subcommittees, and grilled pretty good. What's your take on the whole indecency issue?

GP: I think that it is time that we do a little soul searching in our business and revisit what we are doing, and how much we really stretch the envelope. But I somehow think that radio is an easy mark. It is easy for the corporate side to say don't do this anymore to radio. But if you look at television and all the other forms of radio, I think that the act needs to be cleaned up just as much.

What's been your most embarrassing on-air moment in the last 25 years?

GP: I gave a gift to intern Kevin two years ago. It was a small portable pocket television. I had been given it as gift the year before but never opened it because I had one. So I brought it in and gave it to him for Christmas. We all open our gifts on the air. When he opened it, had a noticeable older picture on the box and he asked if it was the one Michelle have given me. I was busted so badly for regifting.

What about the $10,000 giveaway?

GP: One of my lowest points of my career. It was in 1982-83. We had a contest on the air where we guaranteed to play three songs in a row or we would give you ten grand. Well back then I was working from 6-10am. From 9 until 10 was more of an all music hour. I remember that we played the Rolling Stones, one of their longer songs; it was coming up on 10. We came out of the song and started to do a live spot for a local deli, and all of a sudden the phones start lighting up like crazy. My partner and I are just kind of looking at each other and we both thought that maybe we had just said something funny. About 20 seconds into the spot it hit me that we didn't play 3 songs in a row. I went and talked to the GM and let him know that I had some bad news. When I told him, he stopped what he was doing and threw this Cross pen that went behind me and stuck in a cork board behind me like and arrow. I can still feel the breeze of that thing today and he was so pissed. Let's just say that it killed some of the summer budget. That was a bad experience.

Speaking of busted, I hooked up with your partners and GM to get a little behind the scene's info. Specifically, I wanted them to share their favorite "Guy" story, what's made you successful and finally, a story you would never want told. Courtney Landrum went first.

Courtney Landrum -- Favorite Guy Story: It's really not a story that can be printed... let's just say it had to do with him walking in on a former roommate, surprising him "alone" and what's the first thing to pop into the startled roommate's mind to say as a cover... "What time is it?!" You really have to hear Guy tell it.

Why he's succeeded: It's definitely his ability to change with the times. Guy is constantly learning and I think that's the key to any kind of success. When you become complacent and think you've got it all figured out, failure is inevitable. He also embraces his role on the show and defines it constantly, he's not that 35-year-old guy anymore and doesn't try to be that because he knows the audience wouldn't buy it. He's cool with being the 52-year-old guy who is on his second marriage, loves his kids, gets angry at the drop of the hat, doesn't get us younger women and is tired of hearing us talk about makeup. He plays the part to a tee.

Story you wouldn't want told: I've been dying to tell this story on the air, but I know it falls under the "too much information" category so I've refrained. Steph and I had been talking about how men taking care of their "under-carriage" was the latest trend... well, in an effort to please his new younger wife he bought our hype and took it all off. I think he's still a little itchy.

Stephanie Duran -- Favorite Guy story: I've just heard legend of it... Guy is a little 'thin on top' in the hair department. He's never been really self conscious about it, but in the early 80's a former co-worker talked him into getting a snap-on toupee. Guy had to go in and get the top and sides of his head shaved down to nothing and have snaps installed in the fuzz that was left on his head. The toupee snapped into place and was secured with a little glue on top. Now this was the summer in St Louis, so it was hot, sticky and humid. Guy wears the snap-on toupee for a day. On the second day, as he's driving down the highway in 100 degree heat on his way to an appearance, Guy of place... he's frustrated, so he reaches up, undoes the snaps on one side, and lets the toupee fly in the breeze. Sadly, he looks over at the next lane of traffic on the highway, and there's a woman staring at him in shock. Guy lets out a scream.

What's made him successful: His ability to always embrace change.

Story he wouldn't want you to tell: That he's a faith healer. He's not, but I'm sure he wouldn't want me to tell you that!

Producer Kevin Burgoff -- What's made Guy successful: I think what has made Guy successful for so long is his ability to change with the times without changing who he is and what he believes. He's not afraid to ask advice of the younger members of his staff. He's not afraid to take advice from the seasoned members either. He has always surrounded himself with the best and brightest, nuturing their talent, and letting that talent grow and spread wings if need be. Plus, I hear he's "connected" if you understand my meaning.

General Manager Beth Davis -- What's made Guy Successful: "He works it all the way around! On the air, off the air he's totally connected with his audience and community.

So, are you ready for another 25?

GP: Probably 15.

Read previous Morning Mouth interviews.

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