I will never forget the first time I spoke with the GM and PD of WBIG because it was before it ever went on the air. They wanted the “best air and production talent in America” and when I told them what that might cost, they never batted an eye.</p><p>&nbsp;</p><p>WBIG’s first challenge was forcing an already-entrenched OLDIES competitor, XTRA 104, <em>out</em> of the format. Reaching the goal of #1 25-54 became one of the most satisfying, and <em>fun</em>, projects I’ve ever had. And I still believe that air staff is the best, daypart for daypart, I’ve ever heard.</p><p>&nbsp;</p><p>WASH, a SOFT AC, was equally successful, and their dominance required a special Morning Show, which is still in place and still as good as ever. Matching talent with format and market – and seeing it succeed spectacularly – is one of the best feelings a consultant can have…