Craig Larson, COO (right), Esmeralda Perez, Office Manager & Continuity, and David Gow, owner & CEO of Gow Media
Craig Larson is the Chief Operations Operator of Programming and Affiliate Relations at Gow Media. Run by CEO David Gow, Gow Media owns and manages several sports radio networks and media news outlets including SportsMap Radio Network, ESPN 97.5 FM (KFNC) and ESPN 92.5 (KFNC), Culture Map, Innovation Map, and more.
Starting in radio in 1990, over the past few decades Craig has accumulated the insight and knowledge that comes from having done nearly all of it. From reporting from the field as a sports reporter, to producing and hosting radio shows and segments, to station programming, liaising with affiliates, and more, the powerhouse mentor and COO has a wealth of experience, perspective, and knowhow to share with those who train with him.
What led you into radio in the first place?
“It started at a very young age… at the age of, you know, 9, 10, 11, in that range. There was a program in Chicago, the Larry Lujack Show, and every afternoon he had a segment called, ‘Animal Stories,’ …he had character voices and all of these sound effects, and I never missed that segment. Pretty much since that moment, I just got hooked on radio, hooked on the medium. I love the spontaneous and entertaining aspects of it and have been hooked ever since.”
As Chief Operations Officer of Gow Media, what does your job entail?
“Given the day, given the hour, given the week, there’s a fluctuation of duties. Candidly, I think that’s what I enjoy the most about the opportunity here at Gow Media. It could be guest booking, it could be looking at budgets, it could be profit and loss margins, and sheets, and analysis there, it could be building out a host schedule, or reacting to a sports story and trying to get content on the air. So, it is very fluid. There are a lot of moving parts and components to it, and the pacing of it is somewhat extraordinary, at least on certain days, to be sure.”
Learn how Craig trains tomorrow’s radio pros in our Straight Talk video below!
While different students’ experiences vary, how do you enable students to gain a real-world understanding of what it takes to work in radio?
“So, across the hall right now, we’re doing a simulated show with one of our individuals that wants to ultimately be a sportscaster. So, he is actually paired up right now with our afternoon host, and they are doing a mock version of a show, where they are establishing the topics, [and] they’re going through how to transition from the topics.
Prior to that, there was a whole day yesterday of how to identify the topics, prepare the topics, incorporate the audio to enhance the stories or arguments or the debates…. And so, for that particular individual, in addition to the program with Radio Connection, here at Gow Media, we bring it to life…. I think one of the great things about this particular program is the accelerated nature of it, but just the fact that every week, you’re getting that hands-on tutelage and experience from one of the many resources that we have here in the radio division at Gow Media.”
Who tends to do well in radio?
“I think everyone comes in at a certain level, you know. Some individuals are more advanced or developed… they just need the repetition and the formatics around it…. It’s kind of that old adage if you’re interested in it… whatever you put into it, you’re going to get out of the program. So, it’s been just my experience of my association that everyone has ability. The program is designed to really hone-in and identify those talents and abilities, and then, scale it and polish it upwards.”
Learn more about 6-9 month mentored-externship programs and remote online one-on-one training with
Radio Connection.
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