10 Questions with ... Bo Money

NAME:Bo Money TITLE:OM STATION:WHTD Hot 1027.7, WDMK 105.9, WCHB-A MARKET:Detroit COMPANY:Radio One BORN:Feb 28th, Chicago RAISED:Chicago

Please outline your career path.

Southern Illnois Univ (undergrad) Washington Univ. Graduate school. WSIU college radio 97-98, KMJM/KATZ 98-00, WQBT 01-08, WHTD/WDMK/WCHB present.

1) What was your first job in radio?

Intern to Marketing asst. St. Louis, MO

Early influences?

Chuck Atkins, Eric Myheals, Doc Wynter and Tony Scott in St. Louis. Chicago influences: Tom Joyner, Doug Banks, Jamming "Dave" aka Reggie Brown, Rick Party, Marv Dyson, Lee Michaels, Herb Kent, Irene Moheka and Bob Wall.

2) What led you to a career in radio? Was there a defining moment that made you realize "this is it"?

The college course that left an impact at Southern Illinois Univ. was the broadcasting courses. Defining moment: I was working weekends on KMJM, and the girl in the drive-thru at McDonalds recognized my voice.

3) If you were just starting out in radio, knowing now what you didn't then, would you still do it?

YES! I would be even MORE creative, and could have moved up the ladder a lot faster; but I really can't see myself doing anything else, unless I could go back in time with a newspaper with the Powerball numbers.

4) Where do you see yourself and the industry five years from now?

Being consolidated even more, and hopefully still overseeing radio stations.

5) How you feel about being asked to wait on a record you hear until the research validates it?

I think it is the "smart" thing to do; I mean the research is the BEST gauge to listen to what your audience likes; because there is always room for error. I can remember a few records that I thought weren't good records, but the audience couldn't get enough of: "Laffy Taffy," "Crank Dat Superman" and "Shake It Off," etc.

6) How do you feel about syndication? Does it affect significantly on the number of hours that you have control over the music that you play?

Syndication is cost-effective and works if there isn't a competitor in the market to go against it. It does restrict the (4-5) hours throughout the day, and SOME syndicated shows run their own music without any proof that the music they are playing is hits! But in the same vein, it gives the impression of "variety" on the station, and some syndicated shows play songs that radio PDs have forgotten were BIG records.

7) Because of callout research, are today's Urban and Urban AC programmers going to be slower in adding and playing new music? And what is the maximum number of spins a record in power rotation could be expected to receive in a given week on WHTD and/or WDMK?

Yes, they will be slower because songs are maintaining on your playlist longer (especially on the AC side). No on the Urban mainstream side, because the music is turning over quicker these days, especially if you have a competitor. Spin-wise, 75 on WHTD, which could be a little higher if it wasn't for syndication and mix shows. WDMK is right around the 40s because of syndication.

8) Of all the skills you have gained through the years, is there an area you'd like to improve?

I work with Earl Boston on a bi-weekly basis and there is A LOT more I need to learn about Selector, even though I am pretty well-versed, Earl just blows my mind with time-saving tips.

9) How do you account for and what effect do you feel the continuing ratings pattern your stations are going to have on the Detroit market under PPM?

I feel that PPM will level the playing field in "theory," but there are flaws in the actual sample. WHTD will still continue to face many challenges, but I have a good feeling about WCHB and WDMK because of their respective formats. I have studied that the AC and Top 40 formats do better in the PPM world, and that all leads back to the fairness of the sample.

10) As you look back over your career ... any regrets? Missed opportunities?

I wish I was a little bit more aggressive in my earlier years of my career; I should have been a little bit more assertive and "daring!" I don't believe in "missed opportunities." I really believe that everything happens for a reason, even the people you bump into on the street.

What would people who think they know Bo Money be surprised to know about you?

That I was REALLY a good athlete in sports in H.S. and College (I shattered a glass backboard in H.S. playing basketball). Radio has made me pretty "inactive" in that respect.

What's your favorite reading material?

I am more of a magazine person; and the books on stradegy and "self empowerment" gets my attention.

How do you feel about Arbitron's PPM eventually replacing the diary?

I have mixed opinions about it. I never really trusted the diary, but because you cannot participate in the sample without a land-line phone, I don't think I trust that, either; because the technology has lead the current generation to not need a home phone.

Do you feel that Urban stations should be more careful not to blindly copy formats, but tailor them specifically to the age and racial makeup of their own markets?

That would be difficult, since it seems to be the opposite with Top 40/Rhythmic formats. What I am saying is: You cannot tailor a format to race since the music is so much more "universal" than it's ever been.

How important is consistent marketing to a station's overall success?

Marketing is second most important factor for radio next to the brand! The more creative and cost-effective a station marketing strategy, the more successful the station will ultimately be.

How important are contests to ratings success?

They're important to drive listeners to your website -- to make your website an asset, which has hidden revenue avenues, but over the "air" contesting isn't as important in a PPM world.