10 Questions with ... B.J. Kinard

NAME:B.J. Kinard TITLE:Brand Manager/Program Director STATION:99X.COM/HD2 MARKET:Atlanta COMPANY:Cumulus BORN:6/24/78 RAISED:Atlanta

BRIEF CAREER SYNOPSIS:

WPUP/Athens, GA for three years -- jock and APD for sister station; WRXR/Augusta, GA -- nights (two months, they fired us all on Easter Sunday! Good Times!); WXZZ/Lexington, KY for three years - PD/afternoons; WFXH Savannah/Hilton Head for four years - PD/afternoons and Asst. Operations Manager (seven stations); WBZY/Atlanta, GA for one year -- Promotions Director. Now 99X.

1. What are your responsibilities as Brand Mgr. of 99X?

To build the X brand back to what it was; a station where you would listen and the jocks were having fun everyday playing the music that you and they enjoyed. A station that would take chances on an artist they were passionate about. The landscape of radio has changed since the inception of this radio station in the early '90s, so I don't think we can recapture that lightning in a bottle...but we are going to try. My goal is also to build the passion level back up for the station. We'll do that one song, one event, one contest, and one jock break at a time.

2. What is your biggest challenge shifting 99X from terrestrial station to online/HD?

Telling people that we are still here. When 99X was taken off the air, everyone thought we went away completely. It's been hard to teach people that we are the same station (hopefully better); it's just a different way to listen to us.

3. How are you marketing and promoting the 99X Brand?

Locally, nothing has changed. We still do all the same events and make appearances to get out there. As for mass marketing, we'll start that soon. We'll advertise in as many sites that we can that we feel our target demo is frequenting. I hear a place called Myspace is popular; we'll look into sites like that.

4. How has the music changed on the station?

We play whatever Val Garris wants...just kidding. I do think we are more focused now than let's say a year ago. We play the hits, some older '90s and then we mix in records we think will work for us. We take a chance on the Kate Nash and to balance that play it safe with the new Seether. Take a chance on the Spill Canvas and play it safe with the Bravery, etc. etc.

5. What would surprise folks most about 99X today?

That it's only on the internet and HD2. That's pretty surprising if you ask me.

6. How do you gauge the success of the station?

The nice thing about the internet is we can pull numbers everyday if we wanted to and they are REAL numbers. It's a crazy concept, but these are the actual number of people checking out 99X.COM. How many people are on the site as a whole. How many people listened to the station. How long did they listen. What's our hour-by-hour, .and they are REAL actual numbers...beat that Arbitron! HD is a different story.

7. What part of your job do you like best? Least?

Best: Being a trailblazer. The internet for radio has been pretty untapped. I know stations have been streaming for years, but it's an after thought to their radio signal. The internet is our focus. I love all of us coming up with new things we can do and then figuring out how to get the masses to experience it.

Least: Perception. Not only from listeners, but also the industry.

8. What's one thing that would surprise many people to learn about you?

For me it's family first. I also don't drink. I've never done an illegal drug in my life ....Whoa! Check out Mr. Excitement! Hey, it works for me.

9. What was your favorite station to listen to when you were a kid?

Not so much when I was a kid, but when this station switched from Power 99 to 99X, it made me want to get into radio. I found my home when it comes to music.

10. What do you remember most about your early days in radio?

I was fortunate to work at WPUP in Athens in the mid-late '90s. We played one local artist every hour. We played music that no one was playing and it was exciting. Don't get me wrong I know that's a recipe for disaster when it comes to ratings, but damn it was fun.

What are your hobbies?

Classic Cars. I have a 1964 1/2 Mustang that I love. Playing Guitar.