BUCKMASTER FINDS SUCCESS AS AZ ILLUSTRATED STRUGGLES

It was three years ago this week that Bill Buckmaster started discussing a rather radical change. Buckmaster sat down with longtime local radio talk-show fixture John C. Scott to talk about taking a big chance. It involved abandoning the program through which he had become a known commodity, the program he had helped to launch a quarter-century earlier. He was ready to leave Arizona Illustrated on PBS affiliate KUAT Channel 6 and give the brokered radio talk-show venture a go.

After leaving Arizona Public Media six months later, he endured a bit of rough sledding as one of a number of hosts dealing with the management debacle during KJLL 1330’s (later KWFM 1330) final days as a talk station. But once he jumped to KVOI 1030 AM, Buckmaster’s show was on solid footing. He used his name recognition and a tried-and-true approach familiar to listeners from his long stint in the Arizona Illustrated anchor chair to gain strong advertising support and solid listener numbers. His hourlong show airs at noon weekdays.

“I’m so proud of what we’ve put together. The show is going very well,” said Buckmaster, whose staff includes producer Rosemary Brandt, and former KVOA and KMSB news director Bob Richardson in a part-time sales capacity. “It’s Tucson’s midday town square. All voices are welcome. It’s a noncombative environment, and as a result most people are willing to come on the program. Many of the elements I had at Arizona Illustrated I took to the radio. I’ve been very blessed. My roster of sponsors is a very impressive group of people. We emphasize that I’m a trusted voice with an audience of highly educated people who are in many cases decision-makers in the community. It’s not about ratings. It’s about people who really care about their community.”

Conceivably, KUAT could argue the same thing: good revenue numbers and a highly educated viewing audience. But the revamped program at KUAT certainly can’t boast of healthy ratings.

Even taking into account the shoddy nature of the television ratings system in this market, it’s clear that the new-look Arizona Illustrated is not resonating with viewers. Numbers are, at best, stagnant. And in the two ratings books that have come out since the show began a theme-based approach, there is no suggestion of any meaningful uptick soon.

There could be a variety of reasons, including an inability to lure younger viewers (Arizona Illustrated skews heavily to readers 50 and older). A lack of focus during a lengthy transition period following Buckmaster’s departure could also be a factor, as could the new theme-based programming that many regular viewers are unfamiliar with.

Like many things, television viewing is habitual, and if viewers depart, it’s tough to get them back. But Arizona Illustrated has opted to go with metro news on Monday, science on Tuesday, nature on Wednesday, the arts on Thursday and a political round table with the Tucson Weekly’s Jim Nintzel on Friday (the only holdover from the Buckmaster-era format).

The problem is that you’re asking viewers to make the effort to decipher on which night your topics of interest might be discussed.

“Arizona Illustrated is obviously searching for its identity,” Buckmaster said. “They believe a theme show is the way to go. That is so opposed to my philosophy of news magazines, whether it was on the television or what I’m now doing on radio. That philosophy is, if you don’t like what you’re listening to or watching, stick around for five minutes and there might be something you’ll like.”

In short, if you’re watching on arts night, but you don’t care for the arts and would prefer to hear about science issues, how likely are you to make a concerted effort to watch on science night (which is already on its second host; KUAT recently added Alan Fischer to the Tuesday night program). Based on Arizona Illustrated’s numbers, it looks as though a lot of abandonment is taking place.

The theme-based approach also has KUAT using anchors who have limited broadcast experience.

“Because they’re public broadcasting, they believe an anchor can come in from the public and do anchoring,” Buckmaster mused. “(Arizona Public Media general manager Jack Gibson) has a philosophy that he believes the host should be someone from the public, not necessarily professional broadcasters. After spending 45 years in the media, it’s fascinating that some people think you can just do this job off the street.”

KNIGHT, AUBREY BACK IN THE RADIO FOLD

The Journal Broadcast Group has added radio veterans Valerie Knight and Chuck Aubrey to its roster. This is Knight’s return to the business after a few years away to deal with family issues.

“I’m really excited to be back on Tucson radio again and very grateful to Journal, Jim Arnold, Shaun Holly and PD Leslie Lois for giving me a chance to do what I love doing the most again,” Knight said via email.

Aubrey has been in Tucson radio for the better part of 20 years. Among his stops are KCUB 1290 AM, KTUC 1400 AM and KJLL 1330 AM.

This article appears in Jul 25-31, 2013.

23 replies on “Media Watch”

  1. I write this comment with sadness!!! I have been a supporter of KUAT for over 35 years. The last two years has seen this wonderful local icon disintegrate. There has been an exodus of talent, then poor decision after poor decision. Management experts will agree that this is indicative of very poor management and a hostile workplace. I was shocked two years ago that the General Manager of KUAT makes over $200,000 a year!!! for what?? Thank you John Schuster for this important article!!!

  2. Sad situation at Arizona Illustrated right now. But at least they’ve moved away from the preening blonde sorority sister who was vaguely aware that there was someone else across the table from her during the interview, while the audience was given the inestimable privilege of admiring her on their teevee screens.

  3. Bill Buckmaster is a dying breed. He’s about good news coverage, objectivity and getting to the core of the issue. He pushes aside petty conflicts and non-issues and sticks to what’s important because he cares about the community and wants to make it better. He is missed on the air, but his radio show is great stuff. He can get any guest, any time because they know he’s fair and isn’t looking for a “gotcha” moment. Don’t we have anybody in Tucson who can pick up the ball and run with it?

  4. The problem is Jack Gibson. Plain and simple. It will be interesting to see how the new VP over Arizona Public Media addresses this.

  5. Well said Old Prof. KUAT is such a disappointment. Everything about the Jack Gibson era/changes has been for the worse. Just the sight of the AZ Illustrated set reminds me of how much better things were a few years ago. I have supported public television for as long as it has existed, but I can’t justify supporting such a poor quality effort as KUAT. The problem is compounded by the lack of alternatives in this market. No one seems to be doing high quality TV in So AZ. KUAT should be filling this void, the way KUAZ does in its market.

    PS Schuster has one of the best columns in So AZ.

  6. It was interesting to see online advertising recently, searching out “hosts” for all four nights on AZ Illustrated that changed, post-Buckmaster. Now, if they can change back to what works on Mon-Thu nights, that would be a GIANT step in the right direction.

    As for the “right” direction for Friday night…If Jim Nintzel would put the heads of the Pima political parties on AZ Illustrated, and not rely on second level GOP voices and the previous “voice” of the Dem’s from Mr Rogers’ Neighborhood, you MIGHT see a boost in the ratings leading into the weekend. (A lobster bib might serve Nintzel well, too.)

  7. Bill Buckmaster continues to personify “quality journalism” in Tucson. He did it for years on KUAT and now he does it on KVOI. It’s truly a community tragedy what Mr. Gibson has done to KUAT the past several years. He’s ruined a quality product and chased good people away. It’s to the point where they seem to be unable to fill essential positions. They recently emailed supporters asking for their help to fill these job openings:

    Webmaster
    Online Developer
    Editor/Videographer
    Nature Producer/Reporter
    Science Producer/Reporter
    Radio/Television/Online Reporter (Part-Time)
    News Director
    Executive Producer
    TV Program Director
    Associate Director of Development
    Development/Underwriting Coordinator

    That’s a lot of open positions! And word of how the stations are being managed is, I’m sure, hurting their ability to fill them.

    I wish I could still watch Bill on Channel 6 each night, but now happy to listen to his daily broadcast on KVOI and learn items about the community others don’t cover. Thanks for the great article!

  8. Who the hell gave this guy permission to change the format so much. The show is almost unwatchable. I have stopped watching. The hosts are terrible. Drop all of them. Only Friday is worth watching. Best show of the week. Otherwise a complete waste.

  9. Arizona Public Media’s marketing sucks. And I never really understood why they would knock NOVA and FRONTLINE off the air for the weeks during fundraising for Lawrence Welk and ballroom dancing. Shows their true stripes as to who they view their audience is.

    Bill Buckmaster was, and is, only good for a nap. He’s now on radio beholden to anyone that consents to be on the Shelly Fisherman show and his other sponsors. He hasn’t asked a hard question yet and cuts off callers who do.

    While I have the opportunity, is National Public Radio TRYING to prove that a broadcaster can die, on air, right before our eyes?

  10. John, I hope next week you cover KGUN being duped about a child committing suicide because his friend was run over by a sheriff’s deputy. No standards whatsoever. That one is as bad as the San Fran TV station reading those fake names of the crashed airplane cockpit crew.

  11. Well I miss Tony Paniagua. I remember him from KVOA in the 90s and always liked him. Apparently he’s still around, but he’s almost never visible in the new regime…

  12. I no longer watch KUAT. I have seen numerous poor decisions made by the management there and I am just appalled at what has happened. They lost an incredibly talented interviewer who nurtured balanced discourse in Tucson when they lost Bill Buckmaster. I am glad that he still can contribute though his wonderful radio presence.

  13. Bill Buckmaster is a consummate professional and has had a storybook career. I am glad he still has a voice in Tucson and is providing information and entertainment on KVOI.

  14. The show had real class when Bill Buckmaster was there..now it’s a three ring circus..with Nintzel as the ringmaster..

  15. “AZ Illustrated” was better while KUAT was running repeats of “The Desert Speaks” from ten years ago.

  18. John, has the Star quietly sunsetted Greg Hansen’s Sunday Notebook column? Please investigate.

  19. I read how most of the San Diego media knew all about Mayor Filthy Filner’s habit of sexual harassment (that actually meets the definition of sexual assault) and did not report on it due to fear of reprisal and hurting like minded political beliefs. This begs the question as to what dirty deeds of powerful local lib-Dem pols do the Tucson media know all about and won’t report?

  21. Not sure if this is an article about Buckmaster or his chance to take a few cheap shots across the bow of AZPM. Bill did not “launch” Arizona Illustrated, it was on-air years before he showed up. He also did not strike out to “take a big chance” in radio, he was desperate to find work knowing he was out at AZPM for his soft-ball approach during interviews. A style that continues on his radio show today. His guests know it is a safe, warm place to be, no tough questions. Just like it was when they were his guests on “Arizona Illustrated”. This article shows what a bitter, petty and whining person Buckmaster is … and after 3 years? Enough Bill.

  22. Dear The Valkyrie, Did you read the same article as I did!!! It is very obvious you are the bitter, petty and whining person!!! You may keep on changing your name on your posts, but it is obvious you have an opinion of Mr. Buckmaster that is in the minority. You keep on saying the same thing!!! It is obvious you need a life!! Therefore, I suggest to you the following: quit your job flipping burgers, move out of your Mommies house, and get a life!!!

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