The Infinite Dial

Name:
Bo Matthews

Current Title/Position/Company:
Program Director WMMS/WAKS

How did you get your start in radio?
Started in radio as an intern in Youngstown. I was waitin' tables at a local Pizza Hut. Waited on a radio personality and told her that I would be interested in radio and she told me to call for an internship. I called, and called, and called. Finally -they got annoyed enough with me to let me in the building. I have been annoying people since.

What are your career goals?
My goal is to continue learning new things about our medium and our audiences. Then take what I have learned and apply it to my radio station and help teach others how to apply it in their situations. I have an education degree, and am very big on learning and passing along knowledge to others. I enjoy showing peers new things and seeing the light bulb go off. It's difficult to de-program people when they have been doing things a certain way for
years, but it can be done.

What do you enjoy most about your work?
I enjoy learning new things and applying them-- then scrutinizing the results. I think its wise to always be trying new things, while realizing that not all things work. If one out of ten new things work-- I think that is good. (as long as you realize when to bail on something that isn't working.)

What are the biggest challenges ahead for radio, from your perspective?
I think the overall audience perception of radio as a medium is a difficult challenge. We are a medium that hasn't changed (in the audience's mind) for years. They don't know about all the advancements we have made behind the scenes to create the on air product. Many of the technological advancements we use are designed to make our lives easier, and allow us to create an on air product with less people. Until recently, there sadly hasn't been much energy put into getting the audience to understand that WE have grown with them. Its imperative that we get our audience to understand that we are MOVING with them technologically, online and with what we can offer through our HD platforms.

What have you learned that you would most like to pass on to your fellow under-thirty-somethings?
I have learned that its essential that WE LEARN as much as possible. Learn how to do everything, and keep learning about new ways to advance yourself and the medium. NEVER say "Just because" or "that's the way its been done forever." Question everything... Have a "NEED to know WHY we do that" attitude towards everything. If you can't figure out WHY you are doing something, then ask yourself... "Should we be doing it?"