Beyond Radio : Keith Thomas

Keith Thomas was the Group Sales Director for DMG Radio, and the architect of the '2 ads in a row' strategy.

He was interviewed in Adelaide's Sunday Mail this weekend about his new role 'beyond radio' as Chief Executive of the Port Adelaide AFL club. After a horror 2011 season, Thomas has rebuilt the club and they began their season on Sunday by defeating St Kilda in the opening round.

Given "KT's" long and influential career in radio we have reprinted the article in full from the Sunday Mail. The original, by Jesper Fjeldstad, can be read here.

IT TAKES a few minutes to categorise Keith Thomas, Port Adelaide's new chief executive who has done a mountain of work over summer to turn the club around.

At 50, he's another former footballer, one quick with a line and a laugh, but also a seasoned member of corporate management who knows how to hit the right lines when needed.

Port needs rebuilding because it has been bleeding about $3 million a year and the grants from SANFL and the AFL may not last forever.

Thomas, a former Norwood champion, is beginning to form a strategy and get his head around it all. In a wide-ranging interview with the Sunday Mail, he outlined his key planks for the turnaround.

They include:

COMMUNITY involvement, to both be an important part of society and receive corporate support from like-minded organisations

RESOURCING the players as they return from a horror 2011 with the club intent of providing a new spirit around Alberton

CHANGING the way the club does business piece by piece, rather than searching for a landmark change that will turn everything around, and

REINFORCING the heritage of Port Adelaide rather than selling the club as a new entity, the new franchise that came into the AFL competition in 1997.

Thomas is not one to dodge a question, and a few hostile ones were fired at him last week in his office overlooking Alberton Oval.

"I'm not really good at the bullshit," he said. "I'll tell you what I think. I believe in football clubs. We operate in an elite environment ... but I don't think that should be at the expense of good club values.

"There are very few clubs who have that depth of history that hold them up. Even though we're going to be very forward-thinking in our approach to football, always be respectful of the heritage.

"That is what this club is about, and (what) it wants to be about.

"We've started with football. In 2011, clearly, the football department was under-resourced and it needed to be bolstered. The players probably became dispirited by the end of the year - it was a tough year for everybody.

"But the first decision we made was that when they come back from their Christmas break, they must feel the difference.

"So we employed the coaches, bolstered our medical team - put it all in place for when the players returned. And the effect was immediate: We could feel there was a new energy.

"That comes with having new people around, more people, and you can just see it."

Thomas quit radio after a change in ownership meant a serious change in direction. He excused himself, saying he could not be a "change agent" if he wasn't certain that he believed in the changes.

Thomas thought about life after radio and realised football had the biggest pull.

But Port Adelaide? The club is on its knees financially, still struggling to draw crowds and corporate support. It didn't worry Thomas.

"That challenge in itself was never something that concerned me," he said. "Because I've been in business and situations before where I've seen the same thing. And I know things can turn.

"A football club with 140 years of history - you don't knock those sort of establishments over easily. So I knew the substance of Port Adelaide. I viewed it very much as a challenge. There are clearly things that have to be addressed, but this can be fixed.

"One of my first addresses to the team was that we need to understand there are no miracle cures, no hail Marys. You can't just bring somebody in and then it's all fixed.

"You have to make better decisions. You've got to create an environment where people can make better calls."


 Post Anonymously 

   I am a real live breathing human person

The Edge 96.One has a vacancy for a Breakfast Show Producer / Music Announcer. Details

 

 
 
 
 
 
 

WSFM 101.7 has a vacancy for an Executive Producer. Details

 

 

 
 

96.5 Wave FM has a vacancy for an On-Air Personality / Music Director. Details

 
 
 
 
 
 
 
 

Grant Broadcasters has a vacancy for an Infrastructure & Development Manager - Digital Media. Details.

 
 
 
 
 
 
 

Nova 96.9 have a 10-month Integration Project Manager role available. Details.
 
 
 
 
 
 
 
 
 
 
 

Hope Media in Sydney has a vacancy for a Producer for the Open House program. Details.

 

 
 
 

NewstalkZB is looking for a Producer for the Sunday Cafe. Details.

 
 

i98FM in the Illawarra are recruiting a casual Journalist. Details

 
 
 
 
 
 
 

SCA has a vacancy for a Breakfast Producer - Central Coast. Details.

 
 
 
 
 
 
 

Nova Entertainment has a vacancy for an Integration and Marketing Manager for a 10 month maternity cover. - Sydney. Details.

 

 

 

 
 
 
 

SCA has a vacancy for an Announcer / Promotions Assistant - Dubbo. Details

 

 
 
 
 
 
 
 
 
 
 
 

Chilli FM has a vacancy for an Announcer / Music Director. Details.

 
 
 
 
 
 
 
 

SCA has a vacancy for an Assistant Content Director - 2Day FM. Details.

 
 
 
 
 
 
 
 
 
 

SCA has a vacancy for an On Air Announcer / Panel Operator. - Brisbane.. Details.

 
 
 
 

SCA has a vacancy for a Promotions Manager - Hit 92.9 Perth Details

 

 
 
 
 
 
 
 
 
 

LAFM is on the search for an On-Air Personality/Music Director. Details.

 
 
 
 
 
 
 
 
 

2CH Sydney is looking for a Sales Manager and six Account Managers. Details.

 
 
 
 
 
 
 
 
 


ARN in Brisbane is looking for an Integration Specialist. Details.

 

 
 

Hit100.9 Hobart is looking for an Announcer. Details.

 
 
 
 
 
 
 

NewstalkZB is looking for a NewsReader Details.

 
 
 
 
 
 

Nova Entertainment has a vacancy for a Technology Manager. - Adelaide. Details.

 
 
 
 
 
 
 
 
 

Tasmanian Broadcasters has a vacancy for a Journalist / News Presenter - Hobart. Details.

 
 
 
 
 
 
 
 

5MU is currently recruiting for a dynamic On-Air Personality/Online Support. Details.

 
 
 
 
 
 

Recent Comments

This email address is being protected from spambots. You need JavaScript enabled to view it.

 
 

 

Most Read (Last 30 Days)

CompanyStock IDPriceChange
Southern Cross Media
SXL
1.38
-0.72%
APN News & Media
APN
2.59
0.00%
Fairfax Media
FXJ
0.870
0.00%
Macquarie Radio
MRN
1.05
0.00%
NZME
NZM
0.610
3.39%
Pacific Star Network
PNW
0.370
0.00%
Oceania Capital
OCP
2.40
0.84%
Ten Network
TEN
0.755
-7.36%
Seven West Media
SWM
0.700
-2.78%
Nine Entertainment
NEC
0.990
3.13%
Prime Media
PRT
0.290
-1.69%

This email address is being protected from spambots. You need JavaScript enabled to view it.

 
 

Most Commented (All Time)