10 Questions with ... Tom Calococci

BRIEF CAREER SYNOPSIS:

• Started in Boston as an intern for the late Sunny Joe White at Kiss 108
• Programmed in Los Angeles, Dallas, Baltimore, Houston, Philadelphia, Boston, Miami, Phoenix
• Worked for Jive records doing promotion for two years between Dallas and Baltimore gigs
• Spent a year working in television and movies in Miami and Los Angeles

1) So ... fill us in on Sheet Happens. What's it all about?

Sheet Happens Prep is a daily, format-exclusive show prep service. We super-serve seven different formats with original content that drives ratings.

2) What makes Sheet Happens unique compared to the other prep services out there?

A couple of things. First, Sheet Happens Prep is "written by morning personalities for morning personalities." All of our writers and producers are current or former major and medium-market personalities with successful ratings track records. Our producers prep the site each day like they are prepping their own show. No other service is staffed this way.

The second thing that makes Sheet unique is the original content. We are the exclusive home for Instant Phoners. These are actual callers, recorded LIVE and commenting on the day's hottest trending stories. They are posted in a PPM-friendly, mp3 format. These are designed so that a morning (or afternoon show) won't have to beg or wait for callers to respond to a topic or discussion. This is a problem especially in the early hours of a morning show. We provide between eight and 22 calls a day. Instant Phoners are a great way to "seed" phones and social media to get the conversation going. The third thing that makes the service unique is that all of our written material is accented with custom music beds, montages and drops. We include the production elements so you won't have to waste time looking for them to accent your on-air content. This saves time and allows our clients to create great "theatre of mind."

3) I regularly hear this from jocks: "My primary source of show prep is real life!" And you say...

PERFECT! Sheet Happens Prep handles national and trending topics so our clients can spend more time on local material and real-life prep. We are meant to be a compliment. Time is money and resources are scarce these days. Stations are always looking to save money and great personalities are always looking for ways to be the best. We consider ourselves a valuable resource that will help make a personality or producer's job easier so they can focus on execution. And our content is exactly the kind of real life stories that people are talking about.

4) You've programmed for so long ... does it feel weird not doing it?

I can't lie, I miss it. I miss working with air personalities, especially morning shows. And I miss being in the halls of a radio station and being part of a team with a mission and passion to win. I will always love radio, it's in my blood (where have I heard that before, LOL).

5) What lessons learned in radio have you brought along to this new position?

What I've known as a programmer is that great radio wins. Great radio is a combination of the right music (at the right time) -- you know, play the hits -- surrounded by great imaging, exciting promotions and compelling air personalities delivering great content. What I've learned working in radio is what works. My knowledge of PPM and an understanding of various listening habits and patterns allow me to contribute ideas each day. I hope that as a former programmer, it gives me a level of credibility to bring on new affiliates for Sheet Happens Prep.

6) What is your favorite part of the job?

When I worked in radio, it was the creativity and the process of creating a great sounding radio station. I love working with air talent and I love the ability to touch people's lives, especially during times of crisis. Radio really, really shines in the area of public service when bad things happen. As Affiliate Relations Ambassador for Sheet Happens Prep, it's the opportunity to connect and talk to air personalities from all over the country.

7) What is the most challenging part of the job?

Which job? When I was in radio, time was always a challenge as the day would just get away from me. That's one of the things I loved about radio, though. How quickly your day went! Other challenges in radio include keeping up with ever-changing change - like corporate swaps or stations getting sold or merged with other companies and sometimes just the uncertainty of where things are going. The most challenging part of my new job is just getting the attention of potential new affiliates. There's such a constant bombardment of stuff coming at people - and radio personalities are jaded by nature - it can be tough to get someone to take your call or open and read your e-mail.

8) What is it about our industry that keeps you wanting to do it for a living?

The proximity to the entertainment industry and that every day is different. I've always loved anything to do with performance and/or creativity. When I was a kid, I wanted to be an actor or a comedian or direct movies. Radio is and was a way for me to fulfill some of those creative desires.

9) What advice you would give people new to the business?

Know what's going on. Be aware of social and technological trends and how they may affect our industry and know something about the company you are working for. Change is constant and can sneak up on us when we least expect it so, be aware and never underestimate your relevancy. Always try to be better.

10) What does radio need to do to avoid the "dying-industry" image?

It's about relevancy. We've got to stay relevant in people's minds and lives to find ways to keep them engaged with radio as a medium. We read a lot about balance sheets, CEO compensation, downsizing and mergers, but not nearly enough about what makes us a compelling entertainment and information source. So we have to ask ourselves: Are we a compelling entertaining and information source? Not like we used to be, so we better get busy.

What did you want to be when you were growing up?

An actor, a director, a comedian, a newspaper reporter, a teacher. In so many ways, I was able to accomplish most of this, thanks to radio!