Walt Baby Love

CH: You have two concurrent shows going with The Countdown and Gospel Traxx. Elaborate on your presentation, your style, your tone seeing that the two shows fit two very different musical formats, two different demographics and to some degree, two different audiences.

WBL: Actually, it's almost the same audience. We target 18-34-year-olds and 18-49-year-olds - those people with disposable incomes in the African-American community. The African-American community is responsible for spending 572 billion dollars on goods and services. And, we've been blessed, we have more than two shows going: two versions of the countdown and we have the urban AC version of the countdown, which targets 25-54-year-olds. Then we also have African-Americans Making History Today, a short form, 30-second program. We tell you about African-Americans like Mr. Ken Chenault (CEO) of American Express. Men and women like that, it's heard on 125 different urban stations in the country that's an image building campaign, an idea that I had years ago. I thought we should try to tell folks about black folks who are doing something historical that actually affects their lives. And then we have the two different versions of Gospel Traxx; the two-hour version and the three-hour version. So, basically, our audience is intertwined. Some of the same people listen to me on Saturday mornings around the country on their favorite radio station and tune into Gospel Traxx on Sunday morning.

God has made Walt Baby Love, that name, a brand and my audience transcends color, culture and demographic. If you look at our ratings, our biggest numbers are 18-34-year-old black females and 18-49-year-old black females. And then if you look at the adults, 25-54, you see black men and women there. Teens have come along - that's the interesting thing.

CH: That is interesting. Let me ask you another question pertaining to demographics and music; you've worked in major markets across the U.S., particularly New York, Chicago and L.A. Is music generally received the same way, or do they all have their peculiarities in terms of taste and preferences?