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10 Questions with ... Tony Lorino
March 16, 2009
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NAME:Tony LorinoTITLE:APD/MD/Morning Show Producer and Middays 9-11aSTATIONS:WMYX 99.1MARKET:Milwaukee, WICOMPANY:EntercomEMail:TonyL@entercom.comBORN:Milwaukee, WIRAISED:Milwaukee, WI
Please outline your radio career so far:
The Former 94.5 WKTI, Milwaukee, WI - Promotions Intern/Fill-Ins - 2000-2001
KSTZ (Star 102.5)/Des Moines, IA - Promotions/Weekends - 2002-2003
KLTA (FM 105.1)/Fargo, ND - MD/Middays - 2003-2004
KIOA/Des Moines, IA - APD/Production - 2004-2006
WMYX (Mix 99.1)/Milwaukee, WI - I started as Morning Show Producer in 2006; I was recently promoted to APD/MD in October 2008.1) What Got You Interested In Radio?
I always had an interest in media, but really had a passion for TV upon entering college at Drake University in Des Moines. But, when I went back home to Milwaukee for the summer and none of the TV stations would hire interns until they had "junior standing" status, I applied at the radio stations. WKTI called me back, I took the internship, and was hooked!
2) Who do you consider your radio mentor(s)?
I am so lucky to have SO many people who have taken an interest in teaching the younger folks in radio like me. (Let the ego stroking begin!) Danny Clayton at WKTI gave me a shot to voicetrack some overnight shifts right as he was ending his tenure as PD, and I'll be forever thankful. Since him, Lips LaBelle and Kidd O'Shea started helping me back then, I've been incredibly fortunate to learn from Jim Schaefer, Tim Fox, Scott Allen, Steve Goldstein, John Austin, Nancy Odney, Jeff Johnson, Mike Nelson, Natalie DiPietro Alan Kirshbom, JoJo Martinez, Bill Pasha, Pat Paxton and now, the amazing Brian V. Kelly! And even though I've never worked with them directly-or even had more than a passing conversation with some of them, I've learned a ton from watching stations run by Bob Walker, Chad Rufer, Leighton Peck, Chuck Knight, and Jon Zellner. Just watching their stations has been a great education!
3) What is your favorite part of the job?
Crafting the PERFECT music log! And yes, I believe there is such a thing! I'm really excited about where Hot AC is as a format right now, because we have a lot of Pop artists and titles that the audience is embracing. This wasn't necessarily true 5-10 years ago. But now, Fergie, Leona Lewis, and Pink are part of our core, not our "secret sauce," and that gives us a lot to work with!
4) Describe a typical day in your position?
My position is such a hybrid, but then again who's position ISN'T these days? I oversee our morning show with Jane & Kidd, but when we went through some restructuring a few months back, we changed my hours and brought in a phone screener to help them out.
So, I'm in no later than 7am, when I'm checking on the morning show and helping with web updates, while simultaneously responding to e-mail and popping in on the show. I'm on solo from 9-11a, which intermingles with a morning show meeting and long-term planning. I'm off to pound out a music log or two after my shift, then I answer more E-mails, take a few music calls, write some promos, catch up with part-timers to fill holes on the weekend schedule. By 4p, I'm merging and printing logs, then answering even MORE e-mails, and then a daily morning show conference call at 5p. After that, I'll answer a few more E-mails, hit the gym, have some din, cozy up to my DVR, and answer...you guessed it...a few more e-mails!
5) What area of your "game" do you want to improve?
Arbitron knowledge! My goal is to program, and that's one of the things I'm learning more about everyday. It's funny, because five years ago, I TOTALLY thought I was ready to be a great PD. And now, I realize how much more I STILL have to learn! Thankfully, Our GM, Alan Kirshbom, has been very supportive of me learning everything I can about breaking down the numbers. Now, when the opportunity for me to step up presents itself, I know I'll be ready.
6) How much music overlap is there in your market?
I've watched the Milwaukee market for SOOOOO long having grown up here. And I'm really happy to FINALLY have the opportunity to work here at a time when our station can succeed!
Right now, the market is Rock/Classic heavy. We have a Classic Rock station, a Rock station that leans Classic, an '80s-based Rock station, a JACK-like Classic Hits station, a former competitor that just "JACKED" themselves, and a Soft AC that plays a lot of Gold.
So, if you're listening to radio in Milwaukee, there's a good chance you'll hear "She's A Beauty" by The Tubes on any one of SIX stations! (Yes, SIX stations. And the list of "kinda hits" by artists like Joey Scarbury and Billy Squier goes on and on). While everyone else spins the best of the Pointer Sisters and Toto, we've decided to make sure our stations (WMYX and KISS FM) super-serve the audience that wants contemporary music.
7) What other stations and markets do you like to monitor?
I watch KSTP (KS95) in the Twin Cities and WDVD in Detroit have their heads on straight in the Hot AC game (and, they're both similar Midwestern markets). I love WTMX in Chicago as well, but they're usually a little ahead of us on music. Outside the big markets, I've kept an eye on some really decent medium market stations, like WKDD in Akron and KQKQ in Omaha - both which do VERY well!
8) What do you like best about working in this format?
I believe a good Hot AC station is just a top 40 station for Adults. It's not rocket science; just play the hits the audience wants. The only thing different from Top 40 and Hot AC is the audience's age, which is reflected a little in music preference. Other than that, I don't think we need to water down a station's imaging or presentation JUST because it's a Hot AC (market conditions dependant, of course).
9) As an APD/MD/on-air talent, do you have an interest in one day becoming a Program Director?
YES! But, in this economy, I feel a little guilty for trying to better my career with so many talented people on the beach (and I don't think I'm alone in feeling that way). I'd like to think that there's still room for people like me to grow and move into the PD chair, but time (and budgets) will tell!
10) What should radio be doing now to secure a role in the future of the ever-changing media landscape?
Staying CONTEMPORARY! New music has always fueled young people to listen to the radio. If we lose young people, the industry is sealing its own fate. So, we need to make sure that we, as an industry, are bringing young people into the radio landscape by playing the music they want and introducing them to the magic the medium can provide.
Bonus Questions
1) For someone vacationing in your market, what one thing would you say they "must see"?
People would expect that you should take a tour of the Miller Brewery when you're in Milwaukee, and I wouldn't discourage them. But there is a BETTER brewery tour! The Lakefront Brewery, ironically located on the Milwaukee RIVER, is a fun tour (with plenty of sampling) and it's a place that I always take out of town visitors. If you have time for a fish fry beforehand, you'll have a great base for all of the micro-brewed beer!
2) Do you have any music scheduling tricks you've learned that you wish to share?
Don't try to inherit someone else's codes and make them work; you're likely to drive yourself nuts! Upon taking over the MusicMaster computer here at WMYX, I ran a few music logs with my predecessor's sound codes, then I started crafting and implementing ideas for my own. It's not that his were inadequate (Love ya, Mikey!), I just didn't understand them like he did. You have to program the music how YOU understand it. If you don't understand what "Urbanesque Ultra Pop" is, change the name, and change the code!
3) What was the most successful low budget promotion idea your station ever did?
We heard about the "Wish You Were Here" contest with AOL and the Ellen DeGeneres Show, where Ellen solicited for videos inviting her to come to someone's hometown. So, we gave it a shot, whipped together a video, and sent it off. Less than 24 hours later, we heard from the show! Although she didn't end up coming to Milwaukee, she DID put our video on her show and give us some great local publicity!
4) Tell us what music we would find on your I-Pod right now and what is it you enjoy about that particular selection?
I've been telling my PD Brian Kelly about a new genre of music I'm calling "DUMB-azing" (music that is either amazingly dumb, or so dumb that it is in fact...amazing). The two songs right now that have earned this seal of approval from me are "I'm In Miami" from LMFAO and "I'm On A Boat" by the Lonely Island. They just make me laugh...and I'm afraid to admit that they do...but they're FUNNY!
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