10 Questions with ... Mud

BRIEF CAREER SYNOPSIS:

• WNRQ/Nashville - PD, on-air 2005 to present.
• WARO/Ft.Myers-Naples - PD, on-air 1995-2005
• WDIZ/Orlando - Morning-drive personality 1993-1994
• KPNT/St. Louis - Morning-drive personality 1993
• WHVY/Baltimore - Morning-drive personality 1991-1992
• WMID/Atlantic City - Midday personality 1990-1991

1) What was your first job in radio? Early influences?

When I was in elementary school, I would travel with my mom and sister about an hour in the morning to drop my sister off at work. My mom would then take me to school. I can remember hearing 77 WABC vividly everyday for an hour on that morning commute. "The Morning Mayor," Harry Harrison, would say, "Good morning, Mom, have your second cup of coffee." I would say ...Wow...He's talking to my mom and playing all these great songs over and over again! So ... I learned a bunch about music and morning delivery on that hourly ride ... serious TSL! I can partially attribute that experience to my career path. Many years later, the "Morning Mayor" of Newton, NJ, was born and here's the skinny...

On Memorial Day weekend 1984, after one weekend shift on Country WIXL/Newton, NJ, I was asked to take over mornings on the sister station, Oldies WNNJ/Newton, NJ, all for $160 a week!

2) What led you to a career in radio? Was there a defining moment that made you realize "this is it"?

Growing up in the New York metropolitan area, I would listen to the legendary WNEW-FM and say to myself ... Hey; I can do that ... play rock & roll and entertain people! Plus in the back of my mind, I remembered those morning car rides and WABC. I moved to Florida to attend The University Of Miami. I was exposed to the great radio station, WSHE ..."She's Only Rock & Roll" I was obsessed with the station and its personalities and once again I thought ..."Hey, I can do that!" On summer break from the U, I returned home to New York and heard that WNEW -FM and Meg Griffin would be at The Bottom Line. I drove into the city to meet Meg and the staff. We started to talk about music and radio and Meg said to me, "You have a nice voice, have you considered doing radio?" That was it ... I returned to the U in the Fall and while earning a BA at the University Of Miami, I started doing shifts on the College station. Here's the cliché ... the rest is history!

3) What makes your station or market unique? How does this compare to other markets or stations you have worked at?

Programming Classic Rock in Music City the past five years is interesting, as they're many Rock brands on the dial -- and this is the Country Capital of the world. It is important to touch all genres of Classic Rock as the population of Music City comes from various parts of the country and they enjoy their regional flavors of Classic Rock. Nashville is also a young city, so it's important to demo down certain music selections while maintaining the core of the format. That's what makes Nashville a unique Rock market. In comparison, I programmed Classic Rock in South Florida for 10 years. Since the demographics are older, a more traditional Classic Rock thrives there.

4) How do you feel terrestrial radio competes with the satellite radio and Internet these days?

The competition of satellite and Internet is solely based on music variety. We all play music, but the local feel and those vital service elements on terrestrial radio win every time. Satellite and the Internet can not do what local radio can.

5) What is your favorite radio station outside of the market and why?

WAXQ/New York, KFOG/San Fran and Sports Talk WFAN/New York, the flagship station of my beloved New York Mets! Great personalities and sharp content make these stations favs in my book.

6) Tell us what music we would find on your car or home CD player (or turntable) right now and what is it you enjoy about that particular selection?

I've been listening to the re-mastered Beatles collection, Bob Dylan's Highway 61 Revisited, The Love album called Forever Changes and XTC's Upsy Daisy Assortment.

7) Please describe the best or worst promotion you've ever been part of?

The best promotion that I orchestrated was The Classic Rock Awards. This was an old school direct-mail piece, which was targeted to our core Classic Rock demo. A huge sexy looking direct-mail piece went out to our hot zips. Recipients were asked to vote on the greatest band, lead singer, guitar God, greatest album, song etc. ... The piece had choices to vote on, info about the station and a picture of The Mud & Waddy morning show with our hot co-host chick Donna grabbing hundreds of dollar bills. We asked the peeps to send it back (we paid for the postage) and one entry won $9,450 (our frequency was 94.5) This piece really rocked as everyone loves to make an opinion on Classic Rock, the format that truly evokes passion. I proudly display that sweet tri-fold direct-mail piece in my office on Music Row!

8) How do you keep tabs on the competition? When your competition attacks you on the air, how do you react?

I always check the competition, but I do not believe in knee-jerk reactions to attacks. I just run the offense which, historically, has kept my station on top in each market that I program.

9) How do you interact with your sales staff?

I meet with the sales team once a week and encourage them to stop by my office anytime to discuss ideas, questions, comments, concerns or how I can help them make the sale. It's vital that I continue to educate the sales team on the product they're representing. I also will go with sales to a client and discuss the station and promotion if that helps to solidify the deal.

10) What is the best advice you would give to young programmers/promotion people?

Ask questions because there's never a stupid question. Have an open mind, be honest, and don't be afraid to try something different. Make sure your people skills are sharpened enough to get along with everyone.

Favorite artist you have met?

Brian Wilson because he was so difficult to interview, but I knew I could win him over if I spoke about our mutual love of the Beatles ... That was it, I think I'm the only morning personality to make a Brian Wilson interview work!

You're stuck on a deserted island and you get to pick one artist to be stuck with you. Who would it be and don't limit it to our format?

The Beatles ... who else?

You're stuck on a deserted island and you only have five CDs with you. What are they?

Beatles Abbey Road, Dylan Highway 61 Revisited, Led Zep Physical Graffiti, The Who -Who's Next and my homemade Kinks Classics disk.

How did you get your present job?

Clear Channel found me as I competed against them for years. My two main personalities, the legendary Proud Mary & Joe Elvis, were involved in the hiring process as they met all the candidates. We met and spoke one-on-one briefly. The two personalities pushed for me to get the job. That's a great lobby!

What career path would you be following had it not been for this industry?

I would be a CPA like everybody in my family.