Lee Hammer is the Operations Manager for four Cumulus AM stations in San Francisco (KNBR, KTCT, KGO, KSFO) and Program Director of KNBR and KTCT. He’s been in radio for 36 years and 19 as a Program Director. While his focus is on all sports stations, because of his news background at KCBS the company added KGO and KSFO to his list of responsibilities.
At KNBR, Hammer has the responsibility of leading some of the most successful sports talk talent, including Tom Tolbert, who recently signed a new long-term deal with the station, Brian Murphy and Paul McCaffrey (Murph and Mac) and Gary Radnich and Larry Krueger (Gary and Larry).
On May 9th, Hammer will appear on Radio Ink’s Best Program Director’s in America list. We spoke at length with Hammer about what KNBR means to the Bay Area community, how he keeps the station focused on serving that community and what it takes to become a great programmer in 2016 and beyond.
What does KNBR mean to the San Francisco community?
Hammer: KNBR is honored to serve our local community, and we never take lightly our commitment to the people of the San Francisco Bay Area. We pride ourselves on assisting a multitude of non-profit organizations in the community. To name a few, we can start with our fundraising efforts for the Bay Area Sports Hall of Fame. While the Hall honors and recognizes famous Bay Area athletes, their non-profit arm serves as a fundraising organization to help provide funding to numerous sports organizations around the Bay Area with uniforms, equipment, scholarships, etc. KNBR has long been a major sponsor of BASHOF, hosting an annual full-day, on-air auction of sports experiences. Over the past 20 years, KNBR is proud to be responsible for raising nearly $3-million for BASHOF.
Additionally as a partner with the SF Giants, KNBR is proud to support and help raise funds for the Giants Community Fund and the Junior Giants program. This year we helped raise almost $75,000 for the Giants Community Fund.
KNBR is also a proud supporter of the TLC For Kids Program, which raises money to refurbish dilapidated sports fields around the Bay Area. We produce an annual golf tourney and “Dinners with a Legend” that raise almost $175,000 for TLC. We also sponsor (and I serve on the board) of the St. Mary’s Hospital Golf Tourney, helping raise money for low income patients who can’t afford medical care. KNBR also supports and helps raise money for the Northern California Special Olympics, and this year I had the privilege of serving as the “Honorary Lead Plunger” to take the first Polar Plunge and lead one-thousand more donors into the frigid 50-degree water of San Francisco Bay.
KNBR continues to promote the Wells Fargo “Adopt-a-School” program. We produce a live morning show remote every year to help support SF Giants Manager Bruce Bochy and his “Homeless Prenatal Program”. We also support and help raise awareness for former SF Giants pitcher Jeremy Affeldt and his “Generation Alive” foundation, which helps show people how to exhibit compassion to others living with the pain of poverty. We also work closely with our other partners (the SF 49er and Golden State Warriors) in promoting their numerous community based outreach programs.
Coming up this month, KNBR will devote a full day to help raise pledges for the San Francisco Bay Area Food Banks. Donations are down after the holidays, so KNBR will step in and try to fill the cupboards of the various Food Banks.
I could go on and on, but this is just a small example of what we do at KNBR to help serve the people and the community of the San Francisco Bay Area. We try to never say no if we’re asked about helping the people in the community, whether it be a full-fledged station-wide fundraiser, an on-air interview to help draw attention, or just a series of PSA’s. We know we have an obligation to serve our listeners and our community, and we’re proud of the work we do all year round.
What is your biggest station accomplishment (outside of ratings) over the past year?Hammer: I think I’m most proud of the fact that, aside and apart from our core mission of ratings and revenue, we’ve been able to work with various community organizations and help raise needed funds for those who need it. Internally, I’m proud of the fact that the station has increased our commitment to digital and social, and we have great followings on all social platforms.
Tell us about some of your career successes that the industry might not know about
Hammer: I Served as the interim PD for KGO and KSFO during most of 2015, before being named as Operations Manager of KGO and KSFO, along with concurrent PD duties of KNBR and KTCT. For the last three years, I’ve been honored to be named of the of the Top PD’s in America by Radio Ink magazine. Last year I was named one of the Most Powerful People in Sports in the Bay Area by the San Jose Mercury News (beating out SF Giants manager Bruce Bochy, Warriors coach Steve Kerr and NBA Hall of Famer Jerry West, although all of them make significantly more than I do!!). Its one writers opinion, but it was nice to be recognized!
As part of KNBR’s commitment to the Bay Area Sports Hall of Fame (see above), in April I received the Lou Spadia award which “Recognizes people that have significantly contributed to the overall mission of helping kids play sports” in the SF Bay Area. I am co-chairman of St. Mary’s Hospital Golf Tourney and a
Member of Host Committee of Charles Schwab Cup Golf Tourney, World Golf Championships and the US Women’s Open coming to San Jose this Summer.
Describe the traits of a successful PD in 2016 and moving forward.
Hammer: Program Directors today have to realize that we’re more than just “radio people”. The entire broadcasting industry is changing on a daily basis, and as leaders, we need to adapt and compete in the new digital marketplace. We need to be thinking ahead of the curve when it comes to content, delivery systems, streaming, podcasting, social marketing, and how we can capitalize and monetize the use of Twitter, FaceBook, Instagram and SnapChat, just to name a few. We have to admit that we’re in a heated battle with these social media channels for our listeners “free time”. We have to take chances. Some things we do won’t work, but we’ll never know unless we take that gamble. We can’t be complacent. Collectively as an industry we need to devise and execute game plans to keep radio in the forefront of the Millennial crowd. We need to talk with them and listen to their answers, as to what radio can do to have a bigger impact in their daily routine. The latest numbers showing Millennials are using radio more each week is encouraging, but we need to keep investing and driving forward.
Congratulate Hammer on a job well done at [email protected]
I was Mike Sheppard on KDIA in SF Bay area. Lee Vaunce at KGFJ in Los Angeles, Big G Mike Gwynne om KPOI in Honolulu and a host of other personalities over many cities and towns across the land. It was truly a magical feat to play music and be a character. Like juggling in the dark.
Hey Michael,
I did news at CKFH on the Big G Walters and Special K Wells shows when you were there. Was just listening to Rufus by the Merced Blue Notes. Is that you on drums?
Fred Peabody
Vancouver, BC
Was in radio in Bay Area for years back in ’60’s when it was magic with interesting personalities on the air bringing unique performances and wonderful music that created a mood and a reason to make for regular tuning it. Now it’s a mere information source with repetitious facts of questionable value repeated over and over again. Glad I’m not in it anymore but wouldn’t have missed it for the world. I was gone by 1070. Moved into the acting world that prized personalities and unique human interaction.
His moves at KGO and KSFO turned out to be a major embarrassment for the company and caused a huge Listener Backlash. He totally misjudged the market. New Show Hosts are not a fit for Bay Area Culture and sometimes make glaring faux paux that are offensive to Bay Area Natives.