10 Questions with ... Leo Baldwin

NAME:Leo Baldwin POSITION:PD STATION:WRDW Wired 96.5 MARKET:Philadelphia COMPANY:Beasley BORN:Rochester, NY RAISED:Rochester, NY. Springfield, MO, and Honolulu, HI

BRIEF CAREER SYNOPSIS:

KIKI, KQMQ, KCCN, KXME mornings and PD. KDDB mornings and PD and now WRDW

1. What was your last non-Industry job?

Actually I use to be a state worker in Hawaii.

2. Why Radio?

Where else can you play Wii bowling for hours and call it "brainstorming."

3. You came to WIRED 96.5 and Philadelphia from Honolulu. Is the conversion to full-on Philly fanatic complete?

Philadelphia is a great city. The people here are very passionate about their city and especially their sports teams. Trying to go against the Philly Fanatic would be like throwing snowballs at Santa Clause.....oh wait a minute.

4. In Philadelphia, you're working in one of the first Arbitron PPM markets? What are some of the subtleties in programming you've experienced with PPM?

There has been nothing subtle about PPM. I don't want to grandstand about all the issues involving PPM, but let's just say it has been an interesting year where I have had to re-learn certain aspects of what I thought I knew about radio in the diary world.

5. Will programmers be very surprised at what they see with PPM versus the old Arbitron methodology?

Very. I know there have been a lot of negative things talked about with the PPM, but one of the positives is you get to see instant results. With Diary, the ratings info you were receiving was over a month old. With PPM and weekly trends you get to see if the Cash Contest you just put on, or the clock change you made in a shift is bringing results. We are also seeing actual listening VS. recall. And to all of our great surprise and shock...people listening to Urban radio don't actually listen from 6am all the way 'till midnight.

6. Can you give me one sentence for programmers as they move into the PPM world?

Music is king.

7. Who do you consider to be your mentor(s)?

Early in my career when I was doing overnights at KIKI, Rory Wild, who is still the morning guy there, would take the time to work with me in the prod room. Those are the things you never forget. Austin Vali, Jerry Clifton and Bill Tanner have all been great resources of knowledge for me during my career.

8. In a quiet moment...what do you miss about living and working in Honolulu?

The sun. But more importantly, it was my home for 16 years. I built two radio stations there, and I had a lot of people in the trenches with me. You create some great relationships when you build something from the ground up.

9. Would you agree that Philadelphia is a city full of attitude? Does that lend itself to aggressive programming?

Philly does have a chip on its shoulder and for good reason. The people here work hard for what they have and there is a blue collar mentality to the whole city. But Philly loves the underdog...hence the Rocky Statue by the Art Museum. So you have to stay humble. If you can create a passion for your radio station, which I believe we have, then Philly will get behind it.

10. If you were to leave Radio today and you could choose any other occupation, what would it be?

Sportscaster. The perfect job for the sports fanatic.

What do you do to relax in your spare time?

I program a major market radio station and have three kids....can I borrow some spare time?

If you were going to be on an existing TV reality show...which would it be?

I think radio has trained us all to be on Survivor. Outwit, Outplay.....OUTLAST.