10 Questions with ... JB Wilde

NAME:JB Wilde POSITION:PD/Afternoons STATION:98.3 KISS MARKET:Winchester, VA COMPANY:Clear Channel

Please outline your radio career so far:

96-97: WHPC Long Island, NY; hosted News, Sports, and music shows
98-00: WMAJ State College, PA; worked my way up from board op to PD/Mornings
98-00: WBHV State College, PA; weekends/fill-in
00-01: WXXP Long Island, NY; late nights/weekend/fill-in
01-01: WFLY Albany, NY; Nights
01-02: WKGS Rochester, NY; Afternoons
01-04: WKKF Albany, NY; Nights VT
02-04: WHKF Harrisburg, PA; Nights
02-04: WIOQ Philadelphia, PA; Weekends
02-Present: KTRS Casper, WY; VT nights, now VT Mornings
04-Present: WKSI Winchester, VA; PD/Mornings
05-Present: WDKZ Ocean City, MD; Mornings VT

1. How would you describe your first radio gig?

Thrilling! It was at my community college where the OM had a reputation for being mean. At my audition, there were two people before me. One gal left crying. A guy left cursing. I walked in wracked with nerves and sweaty palms. I was given some wire copy to read. I gave my best Tom Brokaw read. Apparently my stuttering, mumbling, pukey, nervous read was good enough and soon I was backselling the "soft sounds" of Manilow and Sinatra. First time I cracked that mic was amazing. I was quite a hit at nursing homes too. That was a huge bonus.

2. What led you to a career in radio?

As early as 4th grade, I'd stay up till 1:30 watching Letterman. I'd turn the volume down to a whisper and sit inches from the TV screen, so my parents wouldn't hear. Yes, it screwed up my vision but I got to watch my idol. In high school a group of us would car pool to school. We'd listen to Howard on K-Rock every morning. I respected Howard's achievements (radio, books, TV show, and movie). I did some research and found out that both Dave and Howard started off in radio. So, I went for it and fell in love.

3. How would you describe the radio landscape in your market?

It's extremely competitive. Not only do we have stations within the metro to compete with, but due to our proximity, we compete with stations in DC, Baltimore, Hagerstown, and Harrisonburg. The TV stations are filled with spots for those stations. We've also had some issues the last couple of books in losing credit due to what I call "Kiss confusion." 93.9 WKYS in DC and 93.7 WAZR Harrisonburg both use "Kiss" and we've lost or shared credit in Arbitron with both stations. WUSQ, our sister country station, is market monster. They're consistently #1 and have gone as high as a 24-share. WINC, a 100,000 watt HAC, is the heritage station in this market and our biggest competition. We're staying focused and playing the hits. I'm proud to say that what we're doing is working. We've gone from zero to a 5-share and 3rd place 12+. There's still plenty of room for us to grow.

4. What is your favorite part of the job?

Setting and then achieving goals. SAW 1 was written by a couple of guys who were broke. They based their story on people locked in a room so they could make the movie inexpensively. It forced them to be super creative. They made a kick ass, highly profitable movie. I'm trying to do the same thing with this radio station. We don't have money for TV spots, billboards, newspaper, etc and we don't have a lot of man power. It's forced me to find creative ways to get the biggest gain with the smallest investment. I think the best example of this was "Kiss My Ride." While stations throughout the country did this basic premise, nobody executed it the way we did. Most had people send in photos of their cars and people voted for them on the website. I set ours up to achieve four objectives: Set up a larger than life local contest; get us in front of the masses; get the masses to market us; generate revenue. We hooked up with a car customizing company to do a $10,000 make over. They received mentions plus coupons on the back of our static stickers. We then sold 24 Kiss My Ride "sticker stops" at high traffic locations. People would line up to get their ride registered, and while they enjoyed free pizza, and Italian ices, we'd put a sticker in their window. Each week's rides would be posted on the site and then voted on. Contestants had to market their own vehicles. Many painted their cars with our website, handed out flyers, sent out mass e-mails, and told everyone they knew. Our web hits tripled. Between this free marketing and the tons of cars with our brand new stickers, word of the station spread quickly. Before this contest no one knew who we were.

5. Who is your favorite air personality not on your staff and why do you like them?

That'd have to be a toss up between Pat Kain at WQXA Harrisburg and Silly Jilly at WKSC Chicago. Pat did a bit at WLAN back in '98 that still makes me laugh. He called a brothel in Vegas, in hopes of getting his friend hooked up with a woman via cattle transport delivery. Jilly will be one of the next big stars. She's so unique, spicy, and talented. She's only just begun to scratch the surface.

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

I grew up on WXRK (K-Rock) in NYC.

7. Do you have a favorite hobby outside of radio?

This year it was wedding crashing. I attended five this year. Unfortunately, I didn't hook up with Rachel McAdams. I do have a great stripper story from one of the bachelor parties. If you want to hear about "Sally Scars" email me at jbwilde@clearchannel.com.

8. What music do you listen to when you're not working?

After hearing our CHR, Rock, and Country station throughout the day, I try not to listen to any music, once I leave. I monitor my station. Every now and then I'll bust out my old Beastie Boys and Red Hot Chili Peppers stuff.

9. What is the one truth that has held constant throughout your career?

Hard work pays off. I've always worked my ass off and seen results.

10. What is the current state of the radio 'talent pool' ... slim pickings or a smorgasbord of talent? Please feel free to elaborate.

The personalities are out there. You just have to look harder to find because they're not as polished as they may have once been. I look more for talent that stands out and has emotion, more than talent that is 'technically' correct. They're easier to work with then trying to teach someone creativity or personality.

How do you think Tony Soprano will meet his end this season in 'The Sopranos'?

Fergie from the Black Eyed Peas will play a stripper and stab Tony when he gets too aggressive with her humps.