May 22, 2025 • 26 mins
This episode explores the evolving landscape of local broadcasting with Stephanie Hedrick, Vice President and General Manager of KTTC-TV and Vice-Chair of the Minnesota Broadcasters Association, and Shannon Knoepke, Market President at Townsquare Media and a Board Member of the Association.
Stephanie leads one of the region's most trusted TV newsrooms, and Shannon oversees a dynamic cluster of radio stations in southern Minnesota. Together, they offer a behind-the-scenes look at the evolving world of local media, the challenges and innovations shaping their industries, and how broadcasters continue to play a vital role in community identity, economic development, and trusted storytelling.
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Episode Transcript
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Bill Von Bank (00:00):
The Growing Destinations podcast is brought
to you by Experience Rochester.
Learn more about Minnesota'sthird largest city, which is
home to Mayo Clinic and featureswonderful recreational and
entertainment opportunities, byvisiting
experiencerochestermncom.
Stephanie Hedrick (00:16):
I cringe when I hear the phrase.
The media and I think it's thisbroad term used a lot and what
I want people to remember iswhen they're KTTC or or the
other local media outlets orthey're listening to Town Square
Media.
Those are people that live inthe community they are covering.
Shannon Knoepke (00:36):
Radio and TV.
We're not dying.
There's so many people thatthink we're dying, that think
we're dying.
I think if we all close oureyes and thought that today
radio and TV just was to beginand start today, these young
kids would say to themselveswhat, For free, I can listen in
(00:56):
my car, on my phone, on my Alexadevice for free.
Bill Von Bank (01:03):
Welcome to the Growing Destinations podcast,
where we take a deep dive intodestination development and
focus on a wide range of topics,from tourism and entertainment
to economic development andentrepreneurism and much more.
I'm your host, bill Von Bank.
In this episode, we explore theevolving landscape of local
broadcasting.
(01:23):
I'm joined by two leaders inMinnesota media, both from
Rochester Stephanie Hedrick,vice President and General
Manager of KTTC-TV and ViceChair of the Minnesota
Broadcasters Association, andShannon Knoepke, market
President at Town Square Mediaand a board member of the
association.
Stephanie leads one of theregion's most trusted TV
(01:44):
newsrooms and Shannon oversees adynamic cluster of radio
stations in southern Minnesota.
Together, they offer abehind-the-scenes look at the
evolving world of local media,the challenges and innovations
shaping their industries, andhow broadcasters continue to
play a vital role in communityidentity, economic development
(02:04):
and trusted storytelling.
Stephanie Hedrick and ShannonKnoepke welcome to the Growing
Destinations podcast.
Stephanie Hedrick (02:11):
Thank you, thank you.
Bill Von Bank (02:12):
Before we get deep into the world of
broadcasting, I want to learnhow you both got to your
position.
So, stephanie with KTTC.
Stephanie Hedrick (02:20):
Absolutely Local television, local news is
what I wanted to do since I wasin eighth grade watching the TV
news with my Meemaw and Pawpawin East Texas.
I got my first job in localnews at KWTX in Waco, texas, and
started as a producer, then areporter, and moved into
(02:41):
management and moved to Nebraskawhere I became a news director
there, and then over toDavenport, iowa, and now
Rochester, minnesota.
I am fortunate to say all ofthat was with gray television,
now gray media.
So it's been fun to see howlocal news has evolved over the
years.
Bill Von Bank (03:00):
And we'll talk more in just a bit.
Shannon, how about you?
Shannon Knoepke (03:02):
Growing up in Fountain, Minnesota, listening
to KROC FM, I never thought I'dbe in the radio business but,
interestingly enough, mid-90s Iwas hired in sales for Cumulus
Media at the time, which islater Laser 101.7, Fox Country
and the Fan now.
And then I just got intomanagement rather quickly and
(03:25):
moved to Minneapolis with myhusband where I sold for WCCO
Radio.
And then my husband took us toCedar Rapids, Iowa, where I was
director of sales for ClearChannel Radio in Iowa City and
Cedar Rapids and in 2009, cameback to run the Town Square
Media Stations here in Rochester.
Then I was recruited by CBSCorporation to go to Minneapolis
(03:46):
to WCCO Radio and then went toa little stint with Media Bridge
Advertising Agency but learnedthat my job as a market
president was available in 2024.
So I came back 16 months agoand I'm loving every minute of
it.
Bill Von Bank (04:05):
Great.
Well, we have a lot to talkabout both on the TV and radio
side.
Maybe there's some similaritiesthat we'll talk to as well,
stephanie.
Television continues to evolverapidly with the growth of
over-the-top platforms and cordcutting.
How is KTTC adapting to meetviewers where they are,
especially the younger audienceswho may not consume traditional
(04:26):
broadcast TV?
Stephanie Hedrick (04:27):
I think every year there's something new that
comes up, whether it's a newsocial media platform or a new
way that people consume the news.
And you know we have traditionalmedia and how we label that is
that the newscast, and we stillfind so many people that come to
us, to our trusted anchors andreporters, to either start their
(04:48):
day or get some understandingof what happened during the day.
But, as you said, meetingpeople where they're at, making
sure that we are on top ofthings and we are pushing things
, whether it be on their phone,in the palm of their hands and
also storytelling, it is alwaysabout that.
It is always about good videoand good storytelling.
(05:10):
And so it's exciting becausenow we're finding these
platforms, these streamingplatforms are giving us the
opportunity to not put timeconstraints on our storytelling.
We're able to do more type ofnews in chunks that people want,
or we can do long form.
We've done some really greatdeep stories on some of the big
(05:30):
local headlines that havehappened and put them on those
platforms and make them longer,where they didn't fit
necessarily in the traditionalnewscast.
Bill Von Bank (05:38):
Shannon.
Streaming, spotify and podcastshave changed how people consume
audio.
How is Town Square Mediadifferentiating itself in the
crowded audio space?
Shannon Knoepke (05:48):
You know.
So, first off, we're notSpotify, nor do we want to be
Spotify.
We're offering somethingcompletely different that they
can't.
We have local voices, we havelocal people.
We have local people, we telllocal stories and I believe
that's just that local relevancethat we have.
Our personalities are part ofpeople's routines.
People wake up in the morningand they listen to Troy, duncan
(06:12):
and Carly.
They wake up in the morningQuick Country, they listen to
Kurt, st John and Sam in themorning on Quick Country.
So we also do stream, but weprovide content for the local
communities.
So our advantage is that welive here, we understand our
communities, and I think thatthat's our difference between
Spotify and some of the otherentities.
Bill Von Bank (06:33):
Can you talk about how your team manages both
the on-air and the onlinestorytelling?
Shannon Knoepke (06:38):
Think about in the morning.
If you hear something on theradio just an example with Troy
and Carly they're going to talkabout it.
It could be something that ishappening nationally, but
they're then going to write astory about that, some of that
relevance that is going on inour local marketplace and then
they're going to push that outthrough social content as well.
Our team does a wonderful jobof providing content to our
(07:00):
region, like no one else.
It's somewhat of that secretsauce that we do have.
They're storytellers, theyprovide content and it's amazing
what we can contribute.
Stephanie Hedrick (07:12):
She touches on a really good thing.
We've had conversations aboutthis before that I think some
people think that you have aperson that's standing in front
of the TV or the mic for radioand then you have other people
in the background that aretaking care of the online.
A lot of our staff do it all.
It is important, if you imaginejust multiple hands coming out
of one person, that they'remaking sure that they see the
(07:34):
story through, from posting iton the website or the app,
social media platforms, all theway through carrying it over the
airwaves.
So that is very important tonote because these people are
invested in their communitiesand invested in all those
platforms.
Bill Von Bank (07:48):
Stephanie, I'm amazed, as a recovering
journalist myself and havingworked way back, when you would
usually have maybe three peoplewith you to cover a story.
Now you have the multimediajournalists who are one-stop
shop when they come and cover astory.
It's just the evolution of thathas been phenomenal.
Stephanie Hedrick (08:08):
Absolutely.
We tend to say Swiss armyknives a lot where you need to
conceptualize the story, fromthe video and audio to the
delivery, the producing, how itgoes on those different
platforms.
We still do for many for safetyreasons.
We still have photographers.
We do look at how teams arepaired together.
(08:29):
But, yes, multimedia journalisthas taken on new meaning.
Bill Von Bank (08:34):
Let's talk weather.
Weather coverage remains a corestrength for local TV.
How has severe weather andreal-time coverage shaped the
trust between KTTC and yourviewers?
Stephanie Hedrick (08:44):
shape the trust between KTTC and your
viewers.
We know that, whether happening, whether we are alerting them
first to it or happening in realtime.
That is the number one reasonpeople come to their local news
outlets and then we hear aboutoh, they said this much rain,
it's a bust.
We have to deal with that.
(09:05):
But our number one mission isto alert people to what we see
coming, how it impacts theirlives, using our meteorologists,
looking at the factors that gointo it and explaining why and
first alerting them.
That is a key phrase.
We say first alert to what isgoing on and I think people
(09:25):
forget how big our region is.
We cover from northern Iowa,austin, albert Lee, of course,
rochester, north of Rochester,all the way to Minnesota,
wisconsin.
So it may be clear here, butit's not in Iowa, and so making
sure that we explain to peoplein real time what's going on and
if it is a bust, why was it abust?
Shannon Knoepke (09:46):
I'll add to that.
So in January last year when Icame back, one of the big things
that I wanted to really focuson was that local weather.
So Town Square Media Rochesterwe do focus on a weather partner
with WeatherEye.
But Stephanie and I were on acar ride to the Minnesota
Broadcasters Association meetingin January and we had the
(10:07):
conversation about a partnership.
So one of those things that weare doing now is we have a new
partnership with KTTC.
A lot of people know, but maybethey don't, but KROC-TV started
in 1953, which is now KTTC-TV.
So the Gentling families hadKROC-AM, kroc-fm and then the
(10:32):
sister station, the TV stationKTTC.
So this weather partner hasbeen great for us.
We had that, you know, sevenday long type of goodness we're
going to have a tornado here inRochester a few weeks ago and we
streamed KTTC-TV on our radiostations.
So this partnership will helpus as we continue to move
(10:52):
forward as well.
Bill Von Bank (10:53):
Local media has always played a vital role in
shaping and supporting communityidentity.
How do your stations approachpartnerships with community
organizations, schools, events,etc.
Shannon Knoepke (11:03):
I would say that we create moments.
We love these localpartnerships.
We support local concerts.
We have high school sportsbroadcasts that we have.
We do local community cleanupsthat connect people in real life
.
These events, we believe, justbuild loyalty.
We're here for them.
It gives our brands a heartbeatbeyond the airwaves.
Stephanie Hedrick (11:25):
We love to build community and we're open
to many, many differentpartnerships with locals and,
like Shannon mentioned, aboutthat partnership we've talked
about that's why I got excitedwhen we started talking about
this is because we are committedto those local events together.
The community partnership, aswe define that at KTDC, is how
(11:47):
are we connecting people to theresources they need?
How are we also telling thestories of celebration, of
growth and progress in our area?
So we realize we are a platformfor those organizations to give
those stories and it's becomeeven more exciting as we
Townscore Media and KTDC haveworked together to spread those
(12:09):
messages together.
Bill Von Bank (12:11):
And I will say both of your stations, along
with the broader media outletshere, have really stepped up to
support, celebrate Rochester NewYear's Eve, a community
celebration, especially comingout of COVID, when the community
really needed to get togetheragain after being isolated, and
I know this was a big projectthat the mayor wanted to see us
champion, and so thank you bothfor your support.
Shannon Knoepke (12:33):
You're welcome.
Bill Von Bank (12:34):
How do you view the role of local broadcasters
in supporting tourism, economicdevelopment and regional
storytelling, especially inplaces like Rochester, with a
growing destination identity?
Shannon Knoepke (12:46):
I think, as Rochester continues to grow as a
worldwide destination,broadcasters play a key role.
The stories that we do writethink about when patients and
their loved ones are coming toMayo Clinic.
They never thought that theywould.
Even where is RochesterMinnesota?
So they're Googling RochesterMinnesota and a lot of our
(13:08):
content from Town Square KTTC ispopping up in their Google
searches, and so they're readingabout what is happening in our
community, and so I think itjust highlights a lot of the
different cultural assets thatwe do have and it makes those
visitors and residents feel alittle bit more connected to our
community.
At the end of the day, we're amarketing engine and we're
(13:30):
pushing out that content justlike everyone else.
We're Main Street of this localcommunity and so we're like a
mirror for the community.
Stephanie Hedrick (13:40):
KTTC.
There are two components here.
One, we're excited that we havea regional lifestyle tourism
show, Midwest Access, and it isone where we want to make sure
people understand all thedifferent events and places they
can go in their own backyardAlso.
We're building on that and someof those segments are shared to
(14:00):
other places, to other TVstations, sister stations we
have in the region, so thatpeople know what they can do in
Southeast Minnesota, inRochester, and come and visit
that and then, through that, thelonger story of trying to put
perspective on economicdevelopment in this area, what
that means for you and yourfamily if you live right here in
(14:22):
Rochester.
Bill Von Bank (14:23):
I have to say, say during Experience,
rochester's Restaurant Week.
Since we started it, midwestAccess has been great because
we've been able to showcaseevery day of Restaurant Week,
monday through Friday, a localchef and what they're preparing
for Restaurant Week.
It's been great to do that onMidwest Access.
Stephanie Hedrick (14:39):
It's been fun , and to again going from that
long form to not just say here'ssomething fun to do or go see,
but here's the story about theperson who started that
restaurant, or here's thepassion behind it.
There's a reason it's calledMidwest Access.
You are getting access intothese people that make this
community so rich.
Bill Von Bank (14:57):
And Shannon on KRLCAM.
You have a lot of content withlocal leaders.
Shannon Knoepke (15:03):
We do.
We have what's called RochesterToday and interestingly enough
we just moved it to 5 pm, sopeople are driving home from
work.
They can listen to AnnieBrownell with a lot of different
Rochester local leaders talkingabout what is happening in
Rochester today.
Bill Von Bank (15:20):
Gray Television operates in numerous markets,
Stephanie, including Rochester,of course.
How does being part of a largernetwork influence your ability
to innovate at the local levelwhile still maintaining autonomy
?
Stephanie Hedrick (15:32):
We are at KTTC.
I consider us very fortunate asa great media station.
There is a quote that I wrotedown recently from our co-CEO,
Hilton Howell.
He said if we lose our localidentity, we are lost, and I was
very encouraged to hear thatcome from him, because he
(15:53):
recognized Gray Media,recognized the value of having
trusted journalists, trustedbroadcasters in these
communities, invested in thesecommunities, that it's about
local news, and we're fortunate.
There are many people withinGray Media across the country
that are looking at newinnovations, looking at new
tools that can help us.
At the end of the day, though,they come to us saying what do
(16:17):
you need?
What is it that will make surethat you are a strong local news
leader in your community?
Bill Von Bank (16:22):
What unique challenges and opportunities do
you both face?
Leading stations in a mid-sizedregional market like Rochester,
maybe compared to larger metrosor not.
Maybe just what's changing inRochester?
That might be a challenge orconsidered an opportunity.
Shannon Knoepke (16:37):
In a market like Rochester, I think we face
the challenge of having fewerresources than the major
networks and markets.
I experienced that when Iworked in Minneapolis right.
But the expectations forquality and quantity of that
content and the innovation arejust as high and sometimes I
(16:58):
think it's even more high thanin larger.
We care Every single one of ouremployees here in Rochester.
We have care and compassion forour communities and that's
super important.
Sometimes we're the voice inmany cases of what's happening
in our community and thatcreates trust and the impact in
(17:21):
our size of market.
Stephanie Hedrick (17:24):
Similar to what Shannon said resources that
we believe that every singleperson deserves the same
commitment to quality.
When you're in a smaller,mid-sized market, that can be a
little harder.
When you're in a smaller,mid-sized market, that can be a
little harder.
You have so many people thatare committed and passionate
about local journalism, localbroadcast.
(17:46):
You also have the appeals ofgoing to quote bigger markets.
We're lucky because we have alot of people who have grown up
and lived here, being the voiceand then also living here.
The news we give is alsoimpacting us.
So how are we making sure thatwe're giving a full report, a
good, accurate report that weknow affects our families just
(18:08):
as much as the people listeningand watching us?
Bill Von Bank (18:12):
You both are leaders within the Minnesota
Broadcasters Association.
Stephanie, you're vice chairthis year and Shannon another
tour duty on the board.
I believe you've been on theboard in the past.
Yes correct, Stephanie.
What role does the associationplay in supporting and
advocating for localbroadcasters?
Stephanie Hedrick (18:30):
Making sure we're having fun for one, would
you agree?
That's correct.
It's so good to have anorganization that you feel
connected to broadcasters small,medium, large radio and TV so
you have that support network toknow that we all have similar
challenges.
One of the things that Iquickly was excited about was
(18:52):
how Minnesota BroadcastersAssociation advocates they.
They know that broadcasters arejournalist organizations and
businesses and so at the statecapitol, at our nation's capitol
, the MBA has a strong presencewith our lawmakers in making
sure that any policy they lookat that they are considering
(19:14):
broadcasters, in making sure wecan do our jobs.
Shannon Knoepke (19:17):
Yeah, I would just say add on to that point.
I spent some time at theCapitol with Stephanie and a
group of our leaders from theboard and just making sure that
the legislators understand thatwe are also small businesses.
You know, we are also smallbusinesses in those communities
and what they pass and what theydo with legislature matters to
(19:40):
us.
And it's around the stateCorrect and if we can do our
jobs, that is very relevant.
And Wendy Paulson, who is thepresident of the NBA.
She is a fierce leader and weare so thankful.
I would say that she's the bestpresident in America with the
Broadcasters Associations.
Stephanie Hedrick (19:58):
She recently served as a part of the state
associations and I would sayWendy and the board are
constantly looking at next steps.
How do we recruit a newgeneration of broadcasters, how
do we gauge interest and how dowe make sure we stay connected
and build those skills?
Shannon Knoepke (20:18):
They also do a lot of trainings.
I love it when we have ourannual meeting we had it in
Rochester this last year as welland the sales teams would come
together from all across thestate of Minnesota so they get
to network and meet other peopleas well, and so it's just a
really great organization thatMinnesota has.
Bill Von Bank (20:38):
Stephanie, next year you take over the
chairperson role for MinnesotaBroadcasters Association.
How might your life change withthat new role?
Stephanie Hedrick (20:46):
I get excited .
Well, for one when Shannon I'mgoing to give a shout out when
she did join the board again,she mentioned second tour.
We all got very excited aboutthat.
So having a board that comesfrom all different experience
levels, as I mentioned, alldifferent size of groups, I
think we really worked onfinding that common ground on
(21:06):
what we all share together.
So I'm looking forward to thenext year going okay.
The challenge is, as we talkedabout all those new platforms,
how are we making sure thatpeople know broadcast is here,
it's free, it's not goinganywhere.
It is still the number oneplace people go to for safety
information, for weatherinformation, for live
(21:28):
programming.
Shannon mentioned live sportingevents.
That is where communities cometogether and that is why we'll
always have a place there.
So how is this associationgoing to keep that messaging
going and grow that?
Shannon Knoepke (21:41):
I'll just say one last thing.
Radio and TV, we're not dying.
There's so many people thatthink we're dying.
I think if we all close oureyes and thought that today
radio and TV just was to beginand start today, these young
kids would say to themselveswhat, for free?
(22:02):
I can listen in my car, on myphone, on my Alexa device for
free.
Think about that.
We underestimate what radio andTV do in not only our local
communities but across theUnited States.
Bill Von Bank (22:19):
I have interviewed the president and
CEO of the Star Tribune, theeditor of Twin Cities Business,
the publisher of GreenspringMedia, and I think all of those
media were dying at one pointtoo, and they're not.
So I think the variety and theopportunity to consume mass
media is still important.
Stephanie Hedrick (22:40):
Yeah, I mean, it's just on us to push.
Like you said, meet peoplewhere they're at and embrace
those new ways that people areconsuming us.
So one thing that NBA has beena part of is those discussions
about what you'll hear aboutnext-gen TV.
If we're on the TV side, it'san exciting time because that is
broadcast and it is a new,engaging way that people will be
(23:03):
able to consume live television.
So, in making sure we'reembracing that, people need
their local journalists andtheir local radio and TV
broadcasters, so how we'remaking sure we're serving them
in the best way possible.
Bill Von Bank (23:16):
What's something the general public might not
realize about the day-to-dayoperations or strategy behind
running local broadcast stations.
Shannon Knoepke (23:24):
Well, I think that people, you know, they may
hear the music, they may hearthe broadcast, but behind the
scenes we're running strategic,fast-moving, multi-platform
businesses, and when I sayfast-moving, we are fast, you
know.
I'd like people to understandthat we're a small business too.
(23:44):
Yes, we sometimes make mistakes.
As a leader, I'm managingpeople, but we're all internally
managing tech.
We're managing revenue,community relationships and
brand reputation every singleday.
We don't go.
We're on 24-7, 365 days, right.
(24:05):
So it's part media, partmission, part hustle.
And I have to say that thisgroup and people that I'm
working with right now, theyhave a hustle in them and they
are gritty, gritty people and inthe end, we love every single
minute of it and we love thiscommunity that we serve, we care
.
Stephanie Hedrick (24:22):
I cringe when I hear the phrase the media and
I think it's this broad termused a lot, and what I want
people to remember is whenthey're watching KTDC or the
other local media outlets orthey're listening to Town Square
Media.
Those are people that live inthe community they are covering.
I truly believe that the trustwe know we hold is taken to
(24:46):
heart.
And yes, we're humans and yes,we take the critiques and we
make mistakes and we quicklywant to look at how we do better
.
Every day, we're 24-7 and welive in our community.
When we go outside during theweather, we go and we see the
clouds just like they are intheir neighborhood.
So our meteorologists are rightthere, knowing their families
(25:09):
are just across the streetexperiencing the same weather.
Bill Von Bank (25:12):
Bringing it back to that, Well, we've run out of
time.
I want to thank StephanieHedrick from KTTC.
I want to thank Shannon Knoepkefrom Town Square Media.
Great conversation, greatpassion you both have.
Thank you for your service withthe Minnesota Broadcasters
Association.
Thank you for being our guestson the Growing Destinations
podcast.
Thank, you.
(25:33):
Thank you for tuning in to theGrowing Destinations podcast and
don't forget to subscribe.
This podcast is brought to youby Experience Rochester.
Find out more about Rochester,minnesota, and its growing arts
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The Growing Destinations podcast is brought
to you by Experience Rochester.
Learn more about Minnesota'sthird largest city, which is
home to Mayo Clinic and featureswonderful recreational and
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Stephanie Hedrick (00:16):
I cringe when I hear the phrase.
The media and I think it's thisbroad term used a lot and what
I want people to remember iswhen they're KTTC or or the
other local media outlets orthey're listening to Town Square
Media.
Those are people that live inthe community they are covering.
Shannon Knoepke (00:36):
Radio and TV.
We're not dying.
There's so many people thatthink we're dying, that think
we're dying.
I think if we all close oureyes and thought that today
radio and TV just was to beginand start today, these young
kids would say to themselveswhat, For free, I can listen in
(00:56):
my car, on my phone, on my Alexadevice for free.
Bill Von Bank (01:03):
Welcome to the Growing Destinations podcast,
where we take a deep dive intodestination development and
focus on a wide range of topics,from tourism and entertainment
to economic development andentrepreneurism and much more.
I'm your host, bill Von Bank.
In this episode, we explore theevolving landscape of local
broadcasting.
(01:23):
I'm joined by two leaders inMinnesota media, both from
Rochester Stephanie Hedrick,vice President and General
Manager of KTTC-TV and ViceChair of the Minnesota
Broadcasters Association, andShannon Knoepke, market
President at Town Square Mediaand a board member of the
association.
Stephanie leads one of theregion's most trusted TV
(01:44):
newsrooms and Shannon oversees adynamic cluster of radio
stations in southern Minnesota.
Together, they offer abehind-the-scenes look at the
evolving world of local media,the challenges and innovations
shaping their industries, andhow broadcasters continue to
play a vital role in communityidentity, economic development
(02:04):
and trusted storytelling.
Stephanie Hedrick and ShannonKnoepke welcome to the Growing
Destinations podcast.
Stephanie Hedrick (02:11):
Thank you, thank you.
Bill Von Bank (02:12):
Before we get deep into the world of
broadcasting, I want to learnhow you both got to your
position.
So, stephanie with KTTC.
Stephanie Hedrick (02:20):
Absolutely Local television, local news is
what I wanted to do since I wasin eighth grade watching the TV
news with my Meemaw and Pawpawin East Texas.
I got my first job in localnews at KWTX in Waco, texas, and
started as a producer, then areporter, and moved into
(02:41):
management and moved to Nebraskawhere I became a news director
there, and then over toDavenport, iowa, and now
Rochester, minnesota.
I am fortunate to say all ofthat was with gray television,
now gray media.
So it's been fun to see howlocal news has evolved over the
years.
Bill Von Bank (03:00):
And we'll talk more in just a bit.
Shannon, how about you?
Shannon Knoepke (03:02):
Growing up in Fountain, Minnesota, listening
to KROC FM, I never thought I'dbe in the radio business but,
interestingly enough, mid-90s Iwas hired in sales for Cumulus
Media at the time, which islater Laser 101.7, Fox Country
and the Fan now.
And then I just got intomanagement rather quickly and
(03:25):
moved to Minneapolis with myhusband where I sold for WCCO
Radio.
And then my husband took us toCedar Rapids, Iowa, where I was
director of sales for ClearChannel Radio in Iowa City and
Cedar Rapids and in 2009, cameback to run the Town Square
Media Stations here in Rochester.
Then I was recruited by CBSCorporation to go to Minneapolis
(03:46):
to WCCO Radio and then went toa little stint with Media Bridge
Advertising Agency but learnedthat my job as a market
president was available in 2024.
So I came back 16 months agoand I'm loving every minute of
it.
Bill Von Bank (04:05):
Great.
Well, we have a lot to talkabout both on the TV and radio
side.
Maybe there's some similaritiesthat we'll talk to as well,
stephanie.
Television continues to evolverapidly with the growth of
over-the-top platforms and cordcutting.
How is KTTC adapting to meetviewers where they are,
especially the younger audienceswho may not consume traditional
(04:26):
broadcast TV?
Stephanie Hedrick (04:27):
I think every year there's something new that
comes up, whether it's a newsocial media platform or a new
way that people consume the news.
And you know we have traditionalmedia and how we label that is
that the newscast, and we stillfind so many people that come to
us, to our trusted anchors andreporters, to either start their
(04:48):
day or get some understandingof what happened during the day.
But, as you said, meetingpeople where they're at, making
sure that we are on top ofthings and we are pushing things
, whether it be on their phone,in the palm of their hands and
also storytelling, it is alwaysabout that.
It is always about good videoand good storytelling.
(05:10):
And so it's exciting becausenow we're finding these
platforms, these streamingplatforms are giving us the
opportunity to not put timeconstraints on our storytelling.
We're able to do more type ofnews in chunks that people want,
or we can do long form.
We've done some really greatdeep stories on some of the big
(05:30):
local headlines that havehappened and put them on those
platforms and make them longer,where they didn't fit
necessarily in the traditionalnewscast.
Bill Von Bank (05:38):
Shannon.
Streaming, spotify and podcastshave changed how people consume
audio.
How is Town Square Mediadifferentiating itself in the
crowded audio space?
Shannon Knoepke (05:48):
You know.
So, first off, we're notSpotify, nor do we want to be
Spotify.
We're offering somethingcompletely different that they
can't.
We have local voices, we havelocal people.
We have local people, we telllocal stories and I believe
that's just that local relevancethat we have.
Our personalities are part ofpeople's routines.
People wake up in the morningand they listen to Troy, duncan
(06:12):
and Carly.
They wake up in the morningQuick Country, they listen to
Kurt, st John and Sam in themorning on Quick Country.
So we also do stream, but weprovide content for the local
communities.
So our advantage is that welive here, we understand our
communities, and I think thatthat's our difference between
Spotify and some of the otherentities.
Bill Von Bank (06:33):
Can you talk about how your team manages both
the on-air and the onlinestorytelling?
Shannon Knoepke (06:38):
Think about in the morning.
If you hear something on theradio just an example with Troy
and Carly they're going to talkabout it.
It could be something that ishappening nationally, but
they're then going to write astory about that, some of that
relevance that is going on inour local marketplace and then
they're going to push that outthrough social content as well.
Our team does a wonderful jobof providing content to our
(07:00):
region, like no one else.
It's somewhat of that secretsauce that we do have.
They're storytellers, theyprovide content and it's amazing
what we can contribute.
Stephanie Hedrick (07:12):
She touches on a really good thing.
We've had conversations aboutthis before that I think some
people think that you have aperson that's standing in front
of the TV or the mic for radioand then you have other people
in the background that aretaking care of the online.
A lot of our staff do it all.
It is important, if you imaginejust multiple hands coming out
of one person, that they'remaking sure that they see the
(07:34):
story through, from posting iton the website or the app,
social media platforms, all theway through carrying it over the
airwaves.
So that is very important tonote because these people are
invested in their communitiesand invested in all those
platforms.
Bill Von Bank (07:48):
Stephanie, I'm amazed, as a recovering
journalist myself and havingworked way back, when you would
usually have maybe three peoplewith you to cover a story.
Now you have the multimediajournalists who are one-stop
shop when they come and cover astory.
It's just the evolution of thathas been phenomenal.
Stephanie Hedrick (08:08):
Absolutely.
We tend to say Swiss armyknives a lot where you need to
conceptualize the story, fromthe video and audio to the
delivery, the producing, how itgoes on those different
platforms.
We still do for many for safetyreasons.
We still have photographers.
We do look at how teams arepaired together.
(08:29):
But, yes, multimedia journalisthas taken on new meaning.
Bill Von Bank (08:34):
Let's talk weather.
Weather coverage remains a corestrength for local TV.
How has severe weather andreal-time coverage shaped the
trust between KTTC and yourviewers?
Stephanie Hedrick (08:44):
shape the trust between KTTC and your
viewers.
We know that, whether happening, whether we are alerting them
first to it or happening in realtime.
That is the number one reasonpeople come to their local news
outlets and then we hear aboutoh, they said this much rain,
it's a bust.
We have to deal with that.
(09:05):
But our number one mission isto alert people to what we see
coming, how it impacts theirlives, using our meteorologists,
looking at the factors that gointo it and explaining why and
first alerting them.
That is a key phrase.
We say first alert to what isgoing on and I think people
(09:25):
forget how big our region is.
We cover from northern Iowa,austin, albert Lee, of course,
rochester, north of Rochester,all the way to Minnesota,
wisconsin.
So it may be clear here, butit's not in Iowa, and so making
sure that we explain to peoplein real time what's going on and
if it is a bust, why was it abust?
Shannon Knoepke (09:46):
I'll add to that.
So in January last year when Icame back, one of the big things
that I wanted to really focuson was that local weather.
So Town Square Media Rochesterwe do focus on a weather partner
with WeatherEye.
But Stephanie and I were on acar ride to the Minnesota
Broadcasters Association meetingin January and we had the
(10:07):
conversation about a partnership.
So one of those things that weare doing now is we have a new
partnership with KTTC.
A lot of people know, but maybethey don't, but KROC-TV started
in 1953, which is now KTTC-TV.
So the Gentling families hadKROC-AM, kroc-fm and then the
(10:32):
sister station, the TV stationKTTC.
So this weather partner hasbeen great for us.
We had that, you know, sevenday long type of goodness we're
going to have a tornado here inRochester a few weeks ago and we
streamed KTTC-TV on our radiostations.
So this partnership will helpus as we continue to move
(10:52):
forward as well.
Bill Von Bank (10:53):
Local media has always played a vital role in
shaping and supporting communityidentity.
How do your stations approachpartnerships with community
organizations, schools, events,etc.
Shannon Knoepke (11:03):
I would say that we create moments.
We love these localpartnerships.
We support local concerts.
We have high school sportsbroadcasts that we have.
We do local community cleanupsthat connect people in real life
.
These events, we believe, justbuild loyalty.
We're here for them.
It gives our brands a heartbeatbeyond the airwaves.
Stephanie Hedrick (11:25):
We love to build community and we're open
to many, many differentpartnerships with locals and,
like Shannon mentioned, aboutthat partnership we've talked
about that's why I got excitedwhen we started talking about
this is because we are committedto those local events together.
The community partnership, aswe define that at KTDC, is how
(11:47):
are we connecting people to theresources they need?
How are we also telling thestories of celebration, of
growth and progress in our area?
So we realize we are a platformfor those organizations to give
those stories and it's becomeeven more exciting as we
Townscore Media and KTDC haveworked together to spread those
(12:09):
messages together.
Bill Von Bank (12:11):
And I will say both of your stations, along
with the broader media outletshere, have really stepped up to
support, celebrate Rochester NewYear's Eve, a community
celebration, especially comingout of COVID, when the community
really needed to get togetheragain after being isolated, and
I know this was a big projectthat the mayor wanted to see us
champion, and so thank you bothfor your support.
Shannon Knoepke (12:33):
You're welcome.
Bill Von Bank (12:34):
How do you view the role of local broadcasters
in supporting tourism, economicdevelopment and regional
storytelling, especially inplaces like Rochester, with a
growing destination identity?
Shannon Knoepke (12:46):
I think, as Rochester continues to grow as a
worldwide destination,broadcasters play a key role.
The stories that we do writethink about when patients and
their loved ones are coming toMayo Clinic.
They never thought that theywould.
Even where is RochesterMinnesota?
So they're Googling RochesterMinnesota and a lot of our
(13:08):
content from Town Square KTTC ispopping up in their Google
searches, and so they're readingabout what is happening in our
community, and so I think itjust highlights a lot of the
different cultural assets thatwe do have and it makes those
visitors and residents feel alittle bit more connected to our
community.
At the end of the day, we're amarketing engine and we're
(13:30):
pushing out that content justlike everyone else.
We're Main Street of this localcommunity and so we're like a
mirror for the community.
Stephanie Hedrick (13:40):
KTTC.
There are two components here.
One, we're excited that we havea regional lifestyle tourism
show, Midwest Access, and it isone where we want to make sure
people understand all thedifferent events and places they
can go in their own backyardAlso.
We're building on that and someof those segments are shared to
(14:00):
other places, to other TVstations, sister stations we
have in the region, so thatpeople know what they can do in
Southeast Minnesota, inRochester, and come and visit
that and then, through that, thelonger story of trying to put
perspective on economicdevelopment in this area, what
that means for you and yourfamily if you live right here in
(14:22):
Rochester.
Bill Von Bank (14:23):
I have to say, say during Experience,
rochester's Restaurant Week.
Since we started it, midwestAccess has been great because
we've been able to showcaseevery day of Restaurant Week,
monday through Friday, a localchef and what they're preparing
for Restaurant Week.
It's been great to do that onMidwest Access.
Stephanie Hedrick (14:39):
It's been fun , and to again going from that
long form to not just say here'ssomething fun to do or go see,
but here's the story about theperson who started that
restaurant, or here's thepassion behind it.
There's a reason it's calledMidwest Access.
You are getting access intothese people that make this
community so rich.
Bill Von Bank (14:57):
And Shannon on KRLCAM.
You have a lot of content withlocal leaders.
Shannon Knoepke (15:03):
We do.
We have what's called RochesterToday and interestingly enough
we just moved it to 5 pm, sopeople are driving home from
work.
They can listen to AnnieBrownell with a lot of different
Rochester local leaders talkingabout what is happening in
Rochester today.
Bill Von Bank (15:20):
Gray Television operates in numerous markets,
Stephanie, including Rochester,of course.
How does being part of a largernetwork influence your ability
to innovate at the local levelwhile still maintaining autonomy
?
Stephanie Hedrick (15:32):
We are at KTTC.
I consider us very fortunate asa great media station.
There is a quote that I wrotedown recently from our co-CEO,
Hilton Howell.
He said if we lose our localidentity, we are lost, and I was
very encouraged to hear thatcome from him, because he
(15:53):
recognized Gray Media,recognized the value of having
trusted journalists, trustedbroadcasters in these
communities, invested in thesecommunities, that it's about
local news, and we're fortunate.
There are many people withinGray Media across the country
that are looking at newinnovations, looking at new
tools that can help us.
At the end of the day, though,they come to us saying what do
(16:17):
you need?
What is it that will make surethat you are a strong local news
leader in your community?
Bill Von Bank (16:22):
What unique challenges and opportunities do
you both face?
Leading stations in a mid-sizedregional market like Rochester,
maybe compared to larger metrosor not.
Maybe just what's changing inRochester?
That might be a challenge orconsidered an opportunity.
Shannon Knoepke (16:37):
In a market like Rochester, I think we face
the challenge of having fewerresources than the major
networks and markets.
I experienced that when Iworked in Minneapolis right.
But the expectations forquality and quantity of that
content and the innovation arejust as high and sometimes I
(16:58):
think it's even more high thanin larger.
We care Every single one of ouremployees here in Rochester.
We have care and compassion forour communities and that's
super important.
Sometimes we're the voice inmany cases of what's happening
in our community and thatcreates trust and the impact in
(17:21):
our size of market.
Stephanie Hedrick (17:24):
Similar to what Shannon said resources that
we believe that every singleperson deserves the same
commitment to quality.
When you're in a smaller,mid-sized market, that can be a
little harder.
When you're in a smaller,mid-sized market, that can be a
little harder.
You have so many people thatare committed and passionate
about local journalism, localbroadcast.
(17:46):
You also have the appeals ofgoing to quote bigger markets.
We're lucky because we have alot of people who have grown up
and lived here, being the voiceand then also living here.
The news we give is alsoimpacting us.
So how are we making sure thatwe're giving a full report, a
good, accurate report that weknow affects our families just
(18:08):
as much as the people listeningand watching us?
Bill Von Bank (18:12):
You both are leaders within the Minnesota
Broadcasters Association.
Stephanie, you're vice chairthis year and Shannon another
tour duty on the board.
I believe you've been on theboard in the past.
Yes correct, Stephanie.
What role does the associationplay in supporting and
advocating for localbroadcasters?
Stephanie Hedrick (18:30):
Making sure we're having fun for one, would
you agree?
That's correct.
It's so good to have anorganization that you feel
connected to broadcasters small,medium, large radio and TV so
you have that support network toknow that we all have similar
challenges.
One of the things that Iquickly was excited about was
(18:52):
how Minnesota BroadcastersAssociation advocates they.
They know that broadcasters arejournalist organizations and
businesses and so at the statecapitol, at our nation's capitol
, the MBA has a strong presencewith our lawmakers in making
sure that any policy they lookat that they are considering
(19:14):
broadcasters, in making sure wecan do our jobs.
Shannon Knoepke (19:17):
Yeah, I would just say add on to that point.
I spent some time at theCapitol with Stephanie and a
group of our leaders from theboard and just making sure that
the legislators understand thatwe are also small businesses.
You know, we are also smallbusinesses in those communities
and what they pass and what theydo with legislature matters to
(19:40):
us.
And it's around the stateCorrect and if we can do our
jobs, that is very relevant.
And Wendy Paulson, who is thepresident of the NBA.
She is a fierce leader and weare so thankful.
I would say that she's the bestpresident in America with the
Broadcasters Associations.
Stephanie Hedrick (19:58):
She recently served as a part of the state
associations and I would sayWendy and the board are
constantly looking at next steps.
How do we recruit a newgeneration of broadcasters, how
do we gauge interest and how dowe make sure we stay connected
and build those skills?
Shannon Knoepke (20:18):
They also do a lot of trainings.
I love it when we have ourannual meeting we had it in
Rochester this last year as welland the sales teams would come
together from all across thestate of Minnesota so they get
to network and meet other peopleas well, and so it's just a
really great organization thatMinnesota has.
Bill Von Bank (20:38):
Stephanie, next year you take over the
chairperson role for MinnesotaBroadcasters Association.
How might your life change withthat new role?
Stephanie Hedrick (20:46):
I get excited .
Well, for one when Shannon I'mgoing to give a shout out when
she did join the board again,she mentioned second tour.
We all got very excited aboutthat.
So having a board that comesfrom all different experience
levels, as I mentioned, alldifferent size of groups, I
think we really worked onfinding that common ground on
(21:06):
what we all share together.
So I'm looking forward to thenext year going okay.
The challenge is, as we talkedabout all those new platforms,
how are we making sure thatpeople know broadcast is here,
it's free, it's not goinganywhere.
It is still the number oneplace people go to for safety
information, for weatherinformation, for live
(21:28):
programming.
Shannon mentioned live sportingevents.
That is where communities cometogether and that is why we'll
always have a place there.
So how is this associationgoing to keep that messaging
going and grow that?
Shannon Knoepke (21:41):
I'll just say one last thing.
Radio and TV, we're not dying.
There's so many people thatthink we're dying.
I think if we all close oureyes and thought that today
radio and TV just was to beginand start today, these young
kids would say to themselveswhat, for free?
(22:02):
I can listen in my car, on myphone, on my Alexa device for
free.
Think about that.
We underestimate what radio andTV do in not only our local
communities but across theUnited States.
Bill Von Bank (22:19):
I have interviewed the president and
CEO of the Star Tribune, theeditor of Twin Cities Business,
the publisher of GreenspringMedia, and I think all of those
media were dying at one pointtoo, and they're not.
So I think the variety and theopportunity to consume mass
media is still important.
Stephanie Hedrick (22:40):
Yeah, I mean, it's just on us to push.
Like you said, meet peoplewhere they're at and embrace
those new ways that people areconsuming us.
So one thing that NBA has beena part of is those discussions
about what you'll hear aboutnext-gen TV.
If we're on the TV side, it'san exciting time because that is
broadcast and it is a new,engaging way that people will be
(23:03):
able to consume live television.
So, in making sure we'reembracing that, people need
their local journalists andtheir local radio and TV
broadcasters, so how we'remaking sure we're serving them
in the best way possible.
Bill Von Bank (23:16):
What's something the general public might not
realize about the day-to-dayoperations or strategy behind
running local broadcast stations.
Shannon Knoepke (23:24):
Well, I think that people, you know, they may
hear the music, they may hearthe broadcast, but behind the
scenes we're running strategic,fast-moving, multi-platform
businesses, and when I sayfast-moving, we are fast, you
know.
I'd like people to understandthat we're a small business too.
(23:44):
Yes, we sometimes make mistakes.
As a leader, I'm managingpeople, but we're all internally
managing tech.
We're managing revenue,community relationships and
brand reputation every singleday.
We don't go.
We're on 24-7, 365 days, right.
(24:05):
So it's part media, partmission, part hustle.
And I have to say that thisgroup and people that I'm
working with right now, theyhave a hustle in them and they
are gritty, gritty people and inthe end, we love every single
minute of it and we love thiscommunity that we serve, we care
.
Stephanie Hedrick (24:22):
I cringe when I hear the phrase the media and
I think it's this broad termused a lot, and what I want
people to remember is whenthey're watching KTDC or the
other local media outlets orthey're listening to Town Square
Media.
Those are people that live inthe community they are covering.
I truly believe that the trustwe know we hold is taken to
(24:46):
heart.
And yes, we're humans and yes,we take the critiques and we
make mistakes and we quicklywant to look at how we do better
.
Every day, we're 24-7 and welive in our community.
When we go outside during theweather, we go and we see the
clouds just like they are intheir neighborhood.
So our meteorologists are rightthere, knowing their families
(25:09):
are just across the streetexperiencing the same weather.
Bill Von Bank (25:12):
Bringing it back to that, Well, we've run out of
time.
I want to thank StephanieHedrick from KTTC.
I want to thank Shannon Knoepkefrom Town Square Media.
Great conversation, greatpassion you both have.
Thank you for your service withthe Minnesota Broadcasters
Association.
Thank you for being our guestson the Growing Destinations
podcast.
Thank, you.
(25:33):
Thank you for tuning in to theGrowing Destinations podcast and
don't forget to subscribe.
This podcast is brought to youby Experience Rochester.
Find out more about Rochester,minnesota, and its growing arts
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and award-winning craft beer byvisiting
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