Boston native Mike Mullaney has had the good fortune of spending his entire radio career in his home town. He has spent the last eleven years with CBS Radio and WBMX and has learned under the auspices of some of radio’s premiere programmers. Mullaney shares his thoughts on the state of radio in Beantown, the format and his unbiased views of the Boston sports scene.
Music Director Of The Year:
Mike Mullaney
WBMX/Boston
By Mark LaSpina
Some things are just synonymous with the city of Boston: Fenway Park, the Old North Church, the Charles River, the Celtics’ parquet floor, and when it comes to radio, it‘s native son Mike Mullaney. Starting out doing research at WZLX, he graduated to overnight producer and then moved to morning show producer for Alan Colmes and Jeff Gonzer. After returning to Bridgewater State College, where he ran the radio station, he spent four years at Triple A WBOS as APD/MD. In 1995 he got the chance to launch a brand new rival AAA WXRV with Joanne Doody and Steven Silberberg. In 1998 he got the call to come to WBMX from Greg Strassell and SVP Mark Hannon and he’s enjoyed a great run ever since. As Mullaney says, “It’s hard to believe I have never left my hometown, but I am the luckiest guy going, no doubt.”
You just moved to new offices and also moved to a new dial position. How will the new spot on the dial improve WBMX’s coverage of the market?
It’s been an amazing couple of weeks. We just changed frequencies from 98-5 to 104.1, a move that gives us one of the best signals in the city. We are now booming from the top of the Prudential Tower right downtown and hope to move our cume audience of over 1,000,000 even higher. We also moved into brand new state of the art studios and a new building with the rest of the CBScluster. It’s been a busy, but richly rewarding few weeks!
You’ve certainly worked with some fine programmers in your time at Mix. What have you learned from your experiences with each of them?
I will always look at Gregg Strassell as my Jedi Master to the ways of the programming Force. He’s the ultimate programming machine, a guy who is smart, passionate, analytical, and loves the daily thrill of competition. He also trusts the people he hires to be what they are and helps them achieve all they can. He brought me in as a pure musical animal and wanted exactly that from me. He always wants things bigger than life, his product clean and focused, his production real, hype free and relatable, and there always has to be a ‘wow’ factor. Greg is always willing to take a chance to try and hit one out of the park, but works hard enough to minimize risk. I don’t think anyone works harder or loves radio more than Greg.
Jon Zellner remains one of my closest friends, an amazing guy, super smart programmer, and without question the world’s best at follow up. He taught me to end each day by returning all phone calls. He saw the relationships with labels and industry people as VERY important to maintain. He has the best networking skills of anyone I ever met. He always looked for opportunities to be plugged in and hip to the demo, and engenders great loyalty from his staff.
Jerry McKenna had a great ear for Pop music and very much attuned to being local. I’m now working with Jay Beau Jones, who has really made our relationship a true partnership, he respects my history with the station and my musical passion, and he’s always challenging me and the station to improve. He also has the strongest work ethic of anyone I’ve ever met, and that’s saying something. Jay Beau is a positive thinker and helps you visualize the success you’ll have, which is a great attribute. He reminds me a lot of Greg Strassell in that he’s a programming machine, always listening, analyzing and pushing for better. He has focused the Mix sound, and it’s very close to sounding like it did in the late 90’s when we were the 800 pound gorilla on the Boston radio dial. Great guy, again, one of my best friends. I feel we are very close to reaching a lot of our goals.
Describe the dynamics of the Boston market these days.
Lots of great stations here, competition is as good in Boston as it is anywhere in America. Not many Hot AC’s have one of Top 40’s all time best (KISS 108) on one side, and one of the best rated AC’s in the country (Magic) on the other, but we still have carved out a hip, cool, mature but not boring little slice of Boston for ourselves. Bostonians are passionate and loyal to what they like. CBS just launched a new Sports/Talk at our old frequency (98.5) and that’s exciting for Mike the sports fan. PPM has been eye opening for many stations, we had always thought our cume was about 600,000 but reality is that we’re actually 1,000,000 or higher. PPM has caused some major shifts, with long time stations like WBCN and the AAA version of WBOS going away, but good content and the right music mix will always work regardless of ratings methodology.
John Lander anchored mornings there for a long time. After his exit, you added a new morning show with Karson & Kennedy from WHBQ/Memphis. How has the transition been going?
Lander was very important to Mix for a long time, but it was time for a change. We had some initial backlash, but it cooled down quickly after K&K got in there and did their thing. Karson & Kennedy are the perfect show for Mix, younger and more Pop culture relevant, plus they’re more plugged into the demo than their competition. The two of them have a unique relationship, almost like husband and wife (but they are NOT!). They’re funny and real, and discuss the stuff our demo is buzzing about and give people a positive choice. Their benchmarks are already clicking; Can’t Beat Kennedy is our daily trivia challenge where a listener takes her on for cash. She is a total trivia bad ass, with a record of 64-4 so far, so that challenge is compelling every day. Karson has great instincts, works his ass off, and is as nice a guy as you’ll meet. That comes across on the air. They make our demo laugh and feel like friends on the radio. Obviously their competition has been doing it for more than twenty-five years, but they are already making an impact. The whole market is taking notice.
How much of your music decisions are based on gut as compared to research?
Like anything else, you trust your instincts and try and minimize risk. We look at traditional and online research. We track sales, we see what songs are spiking iTunes, and listen to the songs topping other formats to see if some cross over is possible. We talk to the staff and key people who are plugged into younger demos. Our goal is to play ALL hits, both established and the stuff that will break tomorrow. Our research shows us what stuff is working, but if we waited for research, we’d be an AC. If I believe, Jay Beau lets me run with tracks. We’ve had a reputation over the years of helping break some bands, and we’re quickly getting our new music mojo back, which can only mean good things.
Today’s technology allows for more audience interaction. How is Mix utilizing services like Facebook and Twitter?
We are constantly communicating via Facebook & Twitter. All of our jocks are in there daily with updates. We find it’s a great way to telegraph contests. Karson is particularly adept at this, streaming video daily, interacting throughout the show on Facebook chat, 3-4 status updates per show with links to video content. He’s also great at making videos we post at mix1041.com to engage the audience. Our web guru Jonathan Smith has also been great at getting Mix Lounge events and artist interviews up on the site quickly so we can interact immediately.
If you could change anything regarding the record/radio relationship, what would it be?
I wish we could all see beyond our individual needs and really be the partners we each claim we want to be. Radio needs the acts the labels have and they need the listeners our stations deliver. Acts should be more willing to do great things with radio, and we should likely be more ready to help labels break acts. Radio has LOTS of great platforms to help launch acts, so we should get more creative together.
How does Mix reinforce its brand in Boston?
We’re at all the shows and the big sporting events. We take our Mix Lounge series to locations all over, and we co-brand with our TV brethren at CBS 4. We’re really the only Pop station out there in the streets of Boston anymore. KISS 108 has heritage, but they have an LA jock in midday’s and a Dallas jock at night, so you won’t see them out and about. Their morning show isn’t out doing things, but we’re on the streets, trying to make a positive impression where MIX listeners are.
The Mix Listener Lounge gives great exposure to artists. Who have been your favorites?
I love the Mix Lounge brand, it’s really helped us make our music 3D over the years. We don’t just play the hits. We put listeners up close with the superstars making the hits. We’ve had some real legends in the lounge like Sting, Dave Matthews, John Mayer, Daughtry, Jason Mraz, The Fray, Alanis, and so many others over the years. Coldplay was one of my favorites, the nicest most down to earth guys ever, and eager to make fans and staff happy. P!nk did an amazing Lounge for us for 104 Mix listeners. She really showed her chops and is a truly gifted artist. If they’re superstars, they were likely in the Mix Lounge at least once.
What are the most effect promotions for your audience?
Events that put listeners up close with superstars and cash promotions in general. People like meeting stars, and they all need cash. Rooftop pool parties with platinum selling acts are always big draws. Simple is good, simple and buzz worthy is better. We launched the new frequency with a Bono look-a-like giving away money all over the city. People would pose for pictures with the Mix ‘Bono’ after winning the cash. Goofy, but fun, and we made all the newspapers. We also try and capture moments of passion. Our ‘Mrs. Brady’ t-shirts during that first Super Bowl run were insane. Our Promotions guru Cali is pretty plugged in, and that helps.
What’s your overall assessment of the format?
Hot AC is healthier now than it’s been in 10-15 years. With Top 40 becoming a Rhythmic format, Hot AC becomes the default format for all the great Pop and Rock product Top 40 is now ignoring. We are now truly the Adult Top 40 we’ve aimed at being for years, plus we’re quickly becoming the positive alternative to the Rhythmic and Hip Hop oriented competition. Boston is at its core a Rock market, and we’ve always been kind of the Pop/Rock station for Boston women. We are a great Mix of the best hit Pop records, the best Rock crossovers, cool AAA sounds, all combined with twenty years of killer Gold. Hot AC is cooler than AC, more accessible to 25-54 listeners than Top 40 and plays enough Rock hits to make guys happy. Our format is the beach front property of radio formats.
What is the best lesson you have learned in your career?
That passion is the difference between good and great, and that sitting on your laurels is the fastest way to fail. If you want to win, you better bring it every day, and you need to tirelessly prepare with self analysis and reality checks to be sure of your place in the market. If you aren’t improving, you’re back sliding. Lots of what I’ve learned comes from strong leadership, and I’ve been lucky enough to have the best GM/Market Manager in country. Mark Hannon is always positive, decisive, completely prepared and ready to do what it takes to win. He’s loyal, passionate and just a cool guy. He’s also an animal about winning and getting the most from his resources. Everyone in this building takes their cues from Mark, and as a result we have the best people in Boston.
Your passion for music is rivaled only by your passion for Boston sports. Share your predictions for the Red Sox, Pats, Bruins and Celtics?
My #1 passion is without question for Team Mullaney; my wife Tran and my incredible kids, Olivia, Catherine and Matt. Sports are a close second. The Sox need to get it together. Thank God we only have those weak dogs the Yanks ahead of us in the division. When playoff time comes, we rise to the occasion, they fold like cheap beach chairs. The Celtics should roll to another NBA title, the Bruins are quite honestly due. NFL? With Brady at QB, how could any intelligent observer pick anyone BUT the Pats?
