Tribute to Todd Wallace
It would be an understatement to say Todd Wallace was ahead of his time. Todd was the Steve Jobs of radio in the 1970s and 80s. He was an innovative programmer, researcher, and mentor to many in our industry.
Todd shaped my broadcast career as an air talent, programmer, talent coach, and consultant. Since Todd’s recent passing at his home in Mesa, AZ outside Phoenix, I’ve been reflecting on what I learned from him and how he changed radio.
What a driven man Todd Wallace was. I was an apprentice for Todd on a consulting trip to transform a radio station format. We worked until 3 am. Todd dropped me off at the hotel and said, “I’ll meet you for coffee at 6 am, then we’ll head back to the radio station to finish up. Let me know if you have any thoughts between now and 6!”
THE WISDOM OF WALLACE
Top 40 radio was precisely that in the 1970s. They played the top 40 pop hits of the day over and over. At that time, radio stations compiled telephone requests and record sales to create their playlists.
Todd discovered a secret weapon. He developed the first callout music research system and determined that there were only about 20 true hits. The current powers ran in a hyper-fast 75-minute rotation.
Not only did Todd infuriate record labels with his tight playlist, but he also refused to add top five songs on the charts because they didn’t test in his callout system. He often theorized that if a radio station played the number one song over and over 24/7, it would be the number one cume station in the market.
He also had a Machiavellian side. Knowing his competitors relied on record sales and requests, Todd directed his callout team to call competing stations and flood their request lines for songs he knew from his research were stiffs!
“The Godfather of Radio Research”
Todd became known by this title when he provided consulting and research to over 100 radio stations worldwide! In addition to his callout music system, he formed a research company known as Radio Index. It was a telephone-based station rating system that accurately predicted what the diary-based Arbitron ratings would show months later.
Todd’s research tools and programming philosophy enabled him to turn around fledgling radio stations to the top of the market in a timeframe as short as four months. As a consultant, Many of those successes became legendary stations such as KTSA San Antonio, KLIF Dallas, KRIZ, and KUPD Phoenix.
Air Talent Authenticity
Most radio talent in the 70s and early 80s were big-voiced generic announcers who often yelled, especially on Top 40 stations. Todd advised air talent to be the opposite. He would say, “Be real, sound conversational, like you would talk to a neighbor over the backyard fence.”
Owner and Hall of Fame
Todd went on to own KZKZ Flagstaff, AZ in the 80s. In 2014, Thomas Mueller a.k.a. Todd Wallace was inducted into the Arizona Broadcasters Hall of Fame.
I am grateful to honor my friend and mentor, Todd Wallace.
Photo by Amy Hirschi on Unsplash
