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10 Questions with ... Mickey Johnson
November 29, 2005
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NAME:Mickey JohnsonTITLE:Program DirectorSTATIONS:WBHJMARKET:Birmingham, ALCOMPANY:Cox RadioBORN:12/17/64RAISED:Miami Beach, Florida
Please outline your career so far:
1985-1989 -- WHQT/Miami
1989-1992 -- WJHM/Orlando
1992-1996 -- WHJX/WSOL/Jacksonville
1996-Present -- WBHJ/Birmingham, AL1) What was your first job in radio? Early influences?
I worked in the research department at WHQT Hot 105; in those early years the station was one of the first stations that was later formatted as churban. We were playing Dance, pop, and a little rap at night. Tanner was the PD.
Tanner, Duff Linsley and Cedric Hollywood were early influences. Cedric was the overnight guy and we would talk forever about radio.
2) What led you to a career in radio? Was there a defining moment, which made you realize "this is it"?
My family owned 3 mom and pops in the Miami/Liberty City area called Johnson's Records and Tapes. I was just a kid, but Y100 and 96X at the time would call the store wanting record sale info. I got to talking with someone at the station on a weekly basis, who later informed me they were looking for part time employees. I do remember listening to radio in a different way than my friends. I would always listen to contest and promotions, and I would judge a station by how well the stuff in between the records sounded. The moment I saw the Hot 105 radio van in the back, I knew this was it.
3) If you were just starting out in radio, knowing now, what you didn't then, would you still do it?
Yes, I love it
4) Where do you see yourself and the industry five years from now?
I see myself as an Operations Manager somewhere within the company I presently work for, overseeing multiple stations. Five years from now we will still be in a very heated battle with satellite radio, because those guys aren't just gonna roll over. Right now we are winning, but they could gain some ground on us in a few years. By then, though, all of traditional radio stations will be digital so that should somewhat level the playing field
5) What's your take on radio in Birmingham currently? With the new competition, is it as good as six months ago, better, or about the same? Elaborate.
Its about the same. They are playing some hits from the 80's and same stuff they signed on with. The talent is average. It's more like "The Michael Baisden Station." Radio is good in Birmingham, and our sister station Kiss continues to be huge, even with competition in its face. We've had 5 different attempts to cut into WBHJ, but no one has had success. Do you call it luck or good programming? Hmmm.
6) What is the one truth that has held constant throughout your career?
Never Burn Bridges
7) What was the transition you had to make in your new position?
I was a Promotion Director for a number of years, and I made the transition slowly by becoming APD in Jacksonville and later being named PD. I expect a lot out of my marketing and promotions department, because I did that job for so long. I had to understand that everyone isn't as intense as I am.
8) Of all the skills you have gained through the years, is there an area you'd like to improve?
Paper work, paper work, paper work. The business side is forever changing.
9) How well do you think today's urban broadcasters really understand Arbitron?
Well, whenever we have the Urban arbitron PD clinics, there ain't a whole lot of urban guys in there, so unless they get training somewhere else other than Arbitron, I'd say we're a little behind. Basically, I think we all need to step our game up
10) As you look back over your career ... any regrets? Missed opportunities?
Yep, but do I really have to answer this?
Bonus Questions
What's been your biggest disappointment in Radio today?
Not getting a position I wanted in 1988 and 2004.
How did you get your present job?
Ran into Bill Tanner, who was a part owner at the time of WBHJ. He told me he was putting on a station in the deep south and wanted someone he could train. He didn't want a seasoned PD.
What is your biggest challenge working at WBHJ?
Helping my sales team hit BUDGET. That's part of a PD's everyday challenge now.
What do you do with a song you don't like?
If it's a hit play it and hope to god it has quick burn. If it's not a hit, well, "hello, garbage."
Describe your favorite meal?
Anything shrimp.
What's your favorite fast food?
Wendy's.
Do you read ... everything? Books, Magazines, etc. Nothing? What's your favorite reading material?
Bible first, then any sports magazine I can get, then GQ.
You just won the lotto and you have your boss on the line. What's the first thing that you would say?
Do you think Cox would sell me the Birmingham group?
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