10 Questions with ... Lou Bennett

NAME:Lou Bennett TITLE:PD/Brand Manager STATION:WMNX Coast 97.3 MARKET:Wilmington, NC COMPANY:Cumulus Media BORN:Lorenzo, TX RAISED:Lubbock/Amarillo, TX

Please outline your career path.

KWTS, KHBQ & KHBJ/1981-1983
KQIZ/1983-1985
KMML & KGNC/1983-1985
KIIZ/1985-1986
KAKS & KLSF/1986-1989
KQXL & WXOK/1989-1995
WIMX/1995-1997
KTBT/1997-1998
KTCX, KQXY, KAYD & KQHN/1998-2002
KCIJ, KJCS & KVLL/2002-2004
WBHK, WBHJ & WAGG/2004-2005
WMNX & WKXS/2005-present

1) What was your first job in radio? Early influences?

Working on the College radio station KWTS and board op & weekend talent on KHBQ/KHBJ. Early influences: E. Rodney Jones, Don Cornelius, Frankie Crocker, Ron Chase, Tim Butler and Jaimie Carr.

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

I was bit by the radio bug early in life. Music is a part of me and I love being around it. As an athlete, I would be invited to the station after high school ball games to be interviewed. When I saw how it all worked, I knew then that radio is where my heart is!

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

Yes! It's great being the voice of the community, staying on top of the concerns and being informative in helping all people!

4) Where do you see yourself and the industry five years from now? How do you feel about the PPM eventually replacing the diary?

I see this industry growing in more creative ways to stay top-of-mind in a more interactive market. PPM has already begun to make the programming minds think even more out of the box, but we must continue to evolve and catch up with a technological world that is moving full steam ahead!

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

Research is a great tool, but any good programmer that knows his/her market will know when, where and how to play a record without jeopardizing the integrity of the station. It's called "gut feeling."

6) What is going to happen to the training of tomorrow's talent and programmers if the current trend continues? How do you feel about syndication and voice-tracking?

If we continue going down the path that we're on now, there will be no talent and programmers. We must find the time to train tomorrow's talent.

We are fortunate to have some great syndicated talent and with the technology of voicetracking, some stations are able to have some solid talent on air. But I believe if we would get back to reaching back and find the time to train the talent, we could touch our markets and take them back!

7) What adjustments have you had to make in your new position?

Now that I have to wear more hats, utilizing my time wisely is the main adjustment that I continue to battle. Depending on the day, I might have to come in extra early or stay late.

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

Engineering (although I have changed out a transmitter coax cable from the main transmitter to the back-up ...all by myself).

9) How do you feel the current situation with fines and firings is going to affect future morning shows? Are air personalities going to be less creative and adventuresome because of the fear of being fired?

If anything, they should be more creative -- think about who they are targeting and speak with the listener. Just keep it clean!

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

No real regrets...missed opportunities, maybe a couple. But like I tell everyone: "Things Happen For A Reason."

What would people who think they know you be surprised to find out about Lou Bennett?

I love to sing and bowl.

How did you get your present job?

I called Ken Johnson and he told me to call Jim Principi and Perry Stone.

What do you do with a song you don't like?

If it's a hit, play it.

Describe your favorite meal?

Depends on the time of day ... and whether I'm in Louisiana.

You just won the lotto and you have your boss on the line. What's the first thing that you would say?

I'm taking a couple weeks off, I just hit the lotto. I'll be back.