10 Questions with ... Catie Wilber

BRIEF CAREER SYNOPSIS:

Bit by the bug in high school interning for WFNX. Then I left for a brief stint at Mullen Advertising in the '90s and landed at The River in '02.

1. How did you become interested in radio?

As a maniacal fan of WFNX.

2. Who are your mentors?

Morning Guy Tai, Paul Buckley, Laurie Gail and, of course, my parents.

3. What do you like best about your job? Least?

I love working with wonderful and entertaining people. Least? It would have to be the challenge of time management -- and not letting people down!

4. WXRV is celebrating 15 years as a Triple A station in 2010. How has the station evolved?

WXRV has remained consistently true to its independent roots while still evolving sonically to reflect the tastes of our listener base, and the artists who burned brightest for them when they were most passionate about music.

5. How would you describe the current music mix on the station?

Truly Adult Album Alternative -- a 40-something's mix of classic Alternative nuggets, deep Beatles tracks, independent singer-songwriters, and, of course, today's gems that cross genres. We try to find the new artists who listeners just need to hire a babysitter in order to see out live!

6. What are some of your biggest challenges as an independently owned radio station?

Very few! With independence comes (naturally) autonomy, freedom from corporate constraints and the ability to be "fresh-baked daily," while genuinely reflecting our audience's desires and makeup.

7. What are some of the station's benchmark promotions?

We focus a great deal on branding-centric event marketing, from this past year's Earth Day Concert in Downtown Boston -- the first to exist on Boston's Rose Kennedy Greenway -- to our annual Greater Boston Foodbank charity concert/banquet RiverFeast. And naturally, with a passionate listener base and a relatively niche format, social networking is all the more powerful. We've seen great viral success with our Freeform Facebook Fridays all-request feature.

8. What stations do you like to keep track of?

Too many to list! We feel lucky to just do our thang, while keeping an eye on the broader picture!

9. What do you think of the current state of the Triple A format?

Triple A is and will remain alive and well provided it continues to evolve and reflect its listeners ... and while clients continue to value a qualitative reach.

10. If you wanted to completely change careers today, what would you do?

Social work or teaching.

What would surprise people most about you?

Hmmm - wouldn't you like to know!

Last non-industry job:

Nanny

First record ever purchased:

Huey Lewis & The News "Picture This"

First concert:

Sleepy Labeef

Favorite band of all-time:

Predictable, but I gotta: The Beatles. (Close behind -- R.E.M., The Smiths, Robyn Hitchcock, The Who ... okay, I'll stop!).