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10 Questions with ... Jim Kelly
April 19, 2021
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BRIEF CAREER SYNOPSIS:
Started on air at a small country station outside of Cincinnati, Ohio (WAXZ), then I moved to Q102 IN Cincy and spent 11 years there and have been at MIX 101.5 since 2000.
1. How has navigating the pandemic made you a better broadcaster?
For me, it has been learning new ways of doing my job that I would have never even considered or even thought a possibility without being forced into using.
2. Were you able to be live in the studio or via remote link-up or some combination thereof?
The whole airstaff, except one of the 4 people from the morning show was sent home to do their show remotely. Middays and nights are still from home. It was challenging at first but once we got into our groove, I would like to think we did not miss a beat with our listeners. We have slowly been getting people back in the station and the vaccine will speed up that process.
3. Mix has had consistent ratings for years and is the # 1 cume station in the market. What are the keys to the many successes?
I hate to sound cliché, but one of the main things is being live and local. We are live 5a-Midnight Monday through Friday and most of Saturday and Sunday as well. I think that gives us a leg up on our various competitors that are stuck in syndication or voice track mode for much of the day. I don’t think you can ever discount a listener being able to call the request line and talk to the personality on the air. Consistency is also a big part of success. MIX Mornings with Kyle, Bryan and Sarah have been in place for 5 years now, Diane Ramsey in middays is in year 32, I am in my 21st year in afternoons and Doug Miller has been doing nights for 6 years now. The heritage plays a big part as well. MIX has been an AC station in some form or fashion since it was launched more than a half-century ago. Also, we are truly blessed to be owned by a company right here in Raleigh. They also own the TV station with the #1 news programs in the market, so we have that invaluable resource at our disposal as well.
4. What do you still love about being on the radio every afternoon?
Cracking the mic and for better or for worse putting my dorky self out there. Plus, I got into radio because of a love for music. And even though I am the one scheduling it all, I still love to jam out in the studio when a favorite song comes on. Connecting with our listeners is another bonus. They become part of the MIX family as we become part of theirs.
5. This is not the AC radio of ten years ago, or even 5 years ago. As the station’s music director, when it comes to putting a “current” on the station, what is the criteria these days?
I feel like it is a moving target. Right now, we are being very cautious with adds due to the feeling of “we want familiar music” from our listeners. We don’t do weekly callout and only do a library test a couple of times a year. You hope you find some hidden gems in the library test that are up and coming that can sit on the back burner till you need to freshen things up. Beyond that, it is really a gut call. Over the years, you learn what will and will not work on the station and how far you can push the boundaries.
6. You folks are deeply involved in the community. What are some of the charity events that you’ve been a part of really stand out?
We try and get involved whenever we can in the community but the big one for us each year is the MIX 101.5 Radiothon for Duke Children’s Hospital. Our station was one of the first if not THE first to do a radiothon and this year will be year 27! My preemie twins were born at Duke, so the Radiothon is extra special to me.
7. Obviously, it’s been tough to get out and be with your audience. What are some of the things that the station has been doing to keep engaged?
MIX, really the whole Raleigh-Durham market took a hit when it came to radio listening. I believe our market had one of the largest cume drops in the country. We are a tech town and when companies were forced to send their employees home to work and then realized they could continue to work from home, it hurt. The recovery continues but we still have a long road ahead. To that end, we started social media campaigns, on air contesting, imagining and more to push the different ways to consume MIX 101.5.
8. What social media platforms have been working well for you lately?
MIX is active on all social platforms, but it always seems to come back to Facebook with our listeners. That is where we consistently get the most engagement as we continue to grow other aspects of social.
9. What led you to a career in radio?
Well, it was either radio or a career as an elementary school teacher…I figured this was a safer bet. It truly was on a whim and now it has become a passion.
10. Who were your mentors? Who would you say has influenced your career the most?
I can honestly say that I have taken a little bit of knowledge from each PD I have worked with and for that, I am grateful. From Jimmy Steal, Mike Marino, and the late Joe Wade Formicola to Michele Williams and now Sammy Simpson and everyone in between. Add to that the countless number of personalities I have worked with over the years that have influenced my on-air presentation as well. If I had to narrow it down though, probably the 3 people I have admired most in my career would be Jimmy Steal, Brian Douglas and Race Taylor.
Bonus Questions
With The PNC Arena at your disposal and an unlimited budget, what 3-5 acts would you pull together for a Post-COVID listener appreciation party?
Bruno Mars, Maroon 5, Dua Lipa, Taylor Swift, and Ed Sheeran…that would lead up to a college basketball game between the Xavier Musketeers and the Dayton Flyers where my Muskies would destroy Tom Cunningham’s Flyers as they normally do. (That last part was just for you Thomas…oh how I miss the rivalry).
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