10 Questions with ... Leo Baldwin

BRIEF CAREER SYNOPSIS:

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

1. Have you now completely transformed from the kicked back Hawaiian lifestyle to that of a "Philly Fanatic"?

The East Coast is definitely a lot quicker than Hawaii. I have started honking when douche bags don't immediately go when the light turns green...so the transformation is almost complete.

2. Can the Phillies' World Series success be directly attributed to your arrival in Philadelphia?

SURE! And while I'm at it....3 D television, the internet, and social networking....all me! You're welcome.

3. You're now a grizzled, old veteran PPM programmer. How has your analysis of the data or the data itself changed over the years?

We were the first market to go with PPM as a currency. These last three years have been interesting to say the least, but I think the old standards still apply...good music, good DJs, good content.

4. What's the first thing you say to fellow programmers when they seek you out for your thoughts on PPM?

Don't panic. I hear a lot of PDs and APDs talking about how they have to strip the station down, shut the DJs up and not take any chances on new music. Wrong! The last thing you ever want to do is over correct. We are constantly getting new information about PPM, but like I said before, the basics of good Radio are still the same.

5. What's been the biggest key to WIRED's success in the world of PPM?

Consistency. Our listeners know who we are and what this station stands for. We've locked in our music niche and have not strayed from it, plus with both of our drivers (Chio am and Kannon pm) being on the station for 4 plus years each, the listeners have developed a bond with these personalities.

6. You're given two celebrity choices to join The Chio In The Morning show at Wired. You have to choose between Snookie and Lindsay Lohan. Who is it going to be?

As huge as the Jersey Shore is in Philly, I would have to go with Lohan. She's just more of a train wreck and that makes for GREAT radio.

7. Your APD/MD Kannon is a pretty high profile guy. In addition to his work at Wired, he's the host of the Sunday Open House Party. He also eats weird shit for fun. Has Kannon ever eaten anything in your presence that has completely turned your stomach?

I think the alligator jerky was pretty effed up. I'm actually more impressed with the amount of alcohol this dude can put away.

8. When peers speak of Leo Baldwin, the programmer, what would you like them to be saying?

Tough question. I guess I would like them to say that I have been able to navigate the stations I've programmed through some very competitive markets. And, oh yeah, that I have ears of gold...lol

9. If Chio and Joey B weren't in radio, they'd be _________?

Fluffers. Actually they both LOVE to eat...so I'm guessing professional food tasters.

10 . American Idol is replacing judges this year. Apparently Steven Tyler is coming aboard while rumors fly about Jennifer Lopez. Who are they missing, in your opinion?

Simon. Without him...this show is gonna get voted off the network

If ABC's Wipeout goes into a team phase and you get to pick a team of 4 record promotion people to be on your team, who would you pick?

Yes! Let's see who I get to torture. Karen Rait, Rick Sackheim, Sujit Kundu and Ayelet Schiffman.

You were recently named PD of the Year for Beasley. What's the first thing that crossed your mind when your name was announced?

Oh crap! There goes the ratings! lol. But it's always nice when you get recognized by your own company as one of its best. There are a lot of talented programmers and broadcasters in this company and to be singled out as the PD of the Year was a HUGE honor.