By Mark LaSpina
A native Philadelphian, Bobby D launched his radio career atWQXA/York as APD/MD, moved to the Jersey Shore for similar duties at WAYV/Atlantic City, crossed the state lines back to Pennsylvania as PD at WHTO/Williamsport and then off to Reading’sWRFY as APD/MD. Clear Channel-Binghamton came calling and Bobby was named PD of WMXW, WMRV and Program Manager atWINR. Now he’s settled in as PD of WVMX and he loves Cincinnati, but he still yearns for a good Philly cheesesteak.
When you became PD of Mix, what immediate goals did you set and what are your long-term goals?
When walking into any new situation, I always like to get the entire staff on the same page regarding the direction of the station. There is always some uneasiness with the current staff when a new leader takes over the reins. First goal was to get to know everyone and have them get to know me, discuss different philosophies and pick out the strengths and weakness, and start building and forming the foundation of the team. Then I show the light at the end of the tunnel and explain how we are going to get there. The plan was set for MIX prior to my arrival. My job is to keep the plan moving forward without hitting too many bumps along the way. As for long-term, MIX 94.1 was a major adult player in the market in the past and it will be again. It’s a great city and a great bunch of people working together all having the same goal.
Give us an overview of the Cincinnati market.
Cincinnati is the “biggest small” market ever, but nevertheless a very competitive market with three radio companies battling for the revenue. We have Clear Channel, Infinity and Susquehanna (soon to be Cumulus). MIX 94.1’s direct battle is with WRRM (Warm 98), WKRQ (Q102), WMOJ (Mojo 94.9) all bidding for the 25 – 54 female numbers. Throw in a couple of Country stations (WUBE andWYGY) and Heritage stations like WEBN and WLW, as well as Oldies WGRR, and Classic RockerWOFX all fighting for the upper end numbers. Oh yeah, I forgot to mention that some Dayton stations make their way into the Queen City also, just to give listeners more options.
How is the station positioned and represented on the air?
MIX is known in the market as the station for variety, so that’s what we own and sell. “Real Music Variety” is the positioning statement and although we are no Jack, Bob, Ben or whoever, we play the variety that the listeners want, not what we want. Monday through Friday we feature the No-Repeat Workday from 8 a.m. to 5 p.m. to reinforce how deep we can go with the variety.
Mix is a very music intensive format. Who are your core artists?
We are a music intensive format, we leave the chatter to the other guys and play as much music as we can, but still have compelling breaks for the audience. When you turn on a music station you expect music and we strive to play as much as we can each hour of everyday. When you turn on MIX you’ll hear Matchbox 20, The Eagles, Bon Jovi, Def Leppard, Genesis, Journey, Elton John, Billy Joel, John Mellencamp, and the Steve Miller Band to name a few.
Talk about your interaction with OM Tommy BoDean.
Scary. How can two people from two totally different areas of the world know what each other is thinking? Literally, we finish each other thoughts! He brings the cheese and I supply the steak (there I got my “I miss Philly” reference in). Working with Tommy is great. We both share the same passion and determination and we know the potential of MIX 94.1. Tommy lets Bobby be Bobby. He brought me in to program the station, not for him to program and me do all the work. It makes working with him more enjoyable. We talk every day and discuss different solutions to whatever problem arises. Although he is the leader, I handle the day-to-day activities and I am happy to be a teammate of his.
How long have you been streaming online? How has the reaction been?
We’ve been streaming for three years. The reaction has been ok so far, but nothing earth shattering.
How do you feel about HD radio? Is this something you’ll be looking to?
No need to look, MIX is already in high definition. HD radio is something I have no problem embracing. It’s the future and the future is now. Think of it three formats on one frequency. Currently we run Urban AC Variety on HD-2, and channel three is dark, but my guess is not for long.
Is it true Jerry Springer shares an office next to you? What’s that like?
Yes, Jerry is right next to me. It’s surprisingly quiet, not one chair has been thrown or any bitch-slapping either. Actually, Jerry works out of the building a couple days (if that) a week with his TV show and other projects, but with the power of radio he can do his radio show in other buildings in other markets. It’s still funny seeing him roam the hallways and then turn on the TV and there he is. It’s really funny that although he is right next door to me we have maybe said twenty words to each other since I started working in this building. However, it took the Clear Channel PD conference in Atlanta for Jerry and I to talk.
How active are you in the community? Are you working with any charities?
My Promotions Director, Jessica Martini, and the MIX team are very active. Right now we are slow due to the season, but as soon as spring breaks, we’ll be out supporting as many walks and fundraisers as we can. They like to walk (run) here. In June, MIX holds one of the biggest (some say the largest in the world) free kids event at Sayer Point. We team up with the City of Cincinnati and host KIDSFEST. There’s record setting attendance every year.
When you’re not working, what do you do for fun?
Not working? That’s what I love about this business, it’s 24-7… you are always working. While cutting the grass you are thinking of how you can write that next promo. You go on vacation just to listen to other stations in other markets. Right now I am glued to the TV for the NFL playoffs (back off, the Eagles will be back). Getting out to watch the Reds is fun (a Phillies game would be nicer), but it’s baseball and I enjoy it. Cincinnati is a great city and I am having fun here. There is so much to do and with that small market feel it’s got some great people too.
