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Gene Mueller Lasted 40 Years in Milwaukee Radio Because He Was the Real Deal

Gene Mueller retired from a 40-year relationship with WKTI/WTMJ in February. How do people last that long in a market? Strangely, it’s not that uncommon in Milwaukee.

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People can be remembered for the oddest things. In 1982,  Milwaukee was crazy with World Series fever. The Brewers faced off against the St. Louis Cardinals in the Brewers’ only franchise appearance in the Series, which they lost in seven games. 

Catching up with the newly retired host of the morning program on WTMJ, I reminded Gene Mueller of a throwaway bit he and on-air partner Bob Reitman did during the Series. The Cardinals had a pitcher, Joaquin Andujar, whom Gene Mueller referred to as ‘Walking Underwear’. While it wasn’t the joke heard around the world, for whatever reason it has stayed with me for 40  years and I still chuckle. The point is, sometimes it only takes one thing a person says to remember them forever. 

Mueller retired from a 40-year relationship with WKTI/WTMJ in February. How do people last that long in a market? Strangely, it’s not that uncommon in Milwaukee. There are two other morning shows where the hosts have enjoyed similar longevity. A good chunk of the reason he survived that long is that Mueller was the real deal. 

“People in Milwaukee can sense when you’re authentic and really giving it your all,” Mueller said. The same holds true for Milwaukee’s professional athletes. If they see the effort, they will give you the devotion and support. Milwaukee is a city that likes habits. “They don’t want to hop on the next trend,” Mueller said. 

The rigors of rising hours before the sun does the same is familiar to anyone in the business. This is not lost on Mueller. “That was always the first thing people asked me–how did you get up so early? Yes, I gave up a lot for this career. We all do. I don’t want to ever sound like I’m whining, but you know going in you’re going to be swimming upstream against 99.8% normal circadian rhythm.”

Mueller said that was the top reason he retired when he did–to get his life back. “Not to be morbid, but I lost some friends during the pandemic and I realized there are so many things I never got to enjoy. Like going to a hockey game on a weeknight, watching a movie later in the evening.”

In other words, things most of us take for granted.

Arrival at WKTI

Reitman and Mueller, as the WKTI morning show was named, matched two diverse Milwaukee personalities who had cut their chops at other rock-oriented stations in town. Mueller was at 93-WQFM before he moved to WKTI. At that time, Retiman was working solo and a partner was a new experience for him. “I’d only met Bob Reitman once,” Mueller explained. “I was just blown away and somewhat intimidated. I was going to be working with Bob ‘frickin’ Reitman.” That was the big-time for a kid who began up in quaint Stevens Point, Wisconsin.

“I never thought I’d have a chance to work with a guy like that,” Mueller said. He said at first it was a bit rocky as they had such different styles and Mueller feared he might be some kind of interloper on an established personality. “I’m sure Bob wondered, ‘Who is that dirty little kid?’ Instead he quickly made me part of the show.” It wasn’t long before the duo became household names in Milwaukee. 

After he signed off for the last time at WTMJ on February 25th, he went to Florida for a vacation. He started thinking about bits and topics he’d like to talk about on the show when he returned. “It hit me that I’m not going back to a show. This was the first time I was able to watch the Oscars with my son.”

While he didn’t last long in college at Stevens Point, it didn’t matter. He knew what he wanted and was all-in with a career in radio. “I really didn’t have my eye on journalism,” Mueller said. “But being a smartass on the radio and getting paid for it appealed to me a great deal.”

The transition from WKTI to WTMJ.

While the studios are only a few feet away from each other, they were in different worlds. Bob Reitman retired in December of 2006. Along with longtime producer and personality Gino Salomone, Mueller kept on until May of the following year at WKTI. 

Then the decision was made to move Mueller to the morning spot at WTMJ. “I was in awe of all the people that worked there through the years and wasn’t sure I was really up to the task,” Mueller said. “The general manager at the time, John Scheweitzer, always liked me and thought I’d do a great job. He gave me a ton of opportunities so I guess I felt I should give it a shot.”

The regiment of the morning show at WTMJ made the transition a little easier. The format and clock were preordained. “News at the top, weather on the tens,” Mueller said. “Part of the move across the hall required me to think I was no longer going to do bits that involved somewhat sophomoric humor.”

One of many blessings throughout his career was the advent of new technology, Mueller explained. “Everything was at my fingertips with the internet. It was a godsend,” Mueller said. “I could do instant research. The technology allowed me to craft together vignettes quickly before I went on the air. Everything became so easy, so quick. The audio editing included. Kids in the business today don’t know what a cart machine is and ask me if I really worked with a reel-to-reel tape recorder. Yes, I did.”

The way news is covered has changed as well. “Not everyone out there is dealing with both sides of the story any longer,” Mueller said. “We have so much news from so many different places, and there’s no pushback. Reporters and writers deal with minimal sources and few confirmations. They give their audience what they want to get, facts be damned.”

Milwaukee has always been home for Mueller. “It’s the most wonderful radio market in the world, I love it here,” he said. “I saw what happened to friends who went on to the large markets. It was cutthroat. You had to produce or you were gone. It’s a little more forgiving here, more gentle.”

Mueller said he’s going to take some time to decompress, but suggested there were already a few projects being tossed about. One gets the feeling he’s never going to fully relinquish  the medium he loves. 

“First, I want to go and live a bit.”

He’s earned it. 

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Soledad O’Brien Has Public Service at Heart in Her Reporting

O’Brien admits she didn’t fully grasp what public service reporting looked like until her coverage of Hurricane Katrina.

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(Photo: Hearst Media Production Group)

“Fearless,” “determined,” and “kind,” is how many former colleagues would describe Soledad O’Brien. Awarded the Library of American Broadcasting Foundation Insight Award this year at the NAB Show, the veteran journalist spoke with Barrett News Media about her career and what makes her work so impactful. 


Her love of people and figuring things out initially had O’Brien headed to Medical school. Realizing she wanted something else in life, the broadcaster found her passion translated nicely from medicine to journalism.

“I started working in a group called Centro, which was a Spanish language program at WBZ-TV. I just loved going into the newsroom because I loved the energy and the action,” O’Brien recalled. Another appeal was, “No matter if you had a great show or a terrible show, it was over and you started again.”

From WBZ-TV, she moved on to NBC News, KRON in San Fransisco, MSNBC, and back to NBC before joining CNN. For the last 11 years, the native Long Islander has been running a production company along with her own show Matter of Fact, a podcast (Who Killed JFK), and several documentaries.

This year she was honored with the LAFB Insight award for her outstanding journalistic body of work. The award comes after winning several honors in 2023, including a Peabody Award for her documentary on Rosa Parks, plus an Independent Spirit Award for a series mostly centered on Black women who are missing. Also in 2023, O’Brien was inducted into the Broadcasting and Cable Hall of Fame.

Soledad O’Brien was humble about her accolades, saying “It’s always a really amazing thing when your colleagues give you an honor. When people who actually understand the business and know what it takes to do the work that you do say ‘We want to celebrate the work that you’re doing.’”

She noted how beautiful the ceremony was. “It just made me feel, outside of the 10 million hairstyles I’ve had over the years, the range of stories I had the opportunity to tell and be a part of. And, hopefully, I brought some insight and some perspective which was maybe different than what other people brought.”

She noted her most meaningful story was her time in New Orleans.

“I think as a reporter, it was a big turning point. I sort of figured out that reporting was about serving the public, and I’m not sure I 100% understood that before,” Soledad O’Brien admitted. “And it was an opportunity in a story to help people understand not just the storm and the damage, which was massive.

“If you thought Hurricane Katrina was about a storm, it really wasn’t. It was about the have and the have-not in America, right? It was about access, and it was about whose voices get heard, who gets elevated, and what does it mean to be in a relatively large city in America that doesn’t seem to be getting any help pretty fast. And it was about race in America, too, and all those things which made it a very dynamic and complex and complicated story.

“I got a lot of awards for covering that story, but I really enjoyed interviewing people and helping people understand. One question we get, ‘Why don’t people just leave?’ Well, if your parents and your grandparents all live on the same block, where are you going? Can you just pick up and move into a hotel for a month? Well, no, it just doesn’t really work like that. So, I think we were able to bring a lot of insight in that story, and also help people see the lives of people who honestly we don’t really spend a lot of time covering in daily news.”

Swapping out with her co-anchor every month, O’Brien recalled leaving the area.

“We were walking through the Baton Rouge airport, and I remember I had my CNN baseball cap on and there were no showers. I remember packing baby wipes. My kids were little. And I took those big bags of baby wipes, and that’s how we cleaned ourselves up. There were no showers, obviously. We lived in an RV on Canal Street. And I remember we got a standing ovation walking through the airport. I felt like it just was a sign that what we were doing was really valuable and important, and people needed us to help them understand what was happening.

“It was really remarkable. It was very it was very emotional. We felt like, ‘Oh, this job is about serving your viewers and also serving the people whose story is unfolding in their backyards. And they need help to get assistance to understand what’s happening and to get their own perspective out.’”

Today, Soledad O’Brien said she serves the public in several different ways, including on her show Matter of Fact.

“The whole entire ethos of our show is stories as diverse as America. So in an environment where the nation is quite divided and things are often tense and unpleasant, we’re actually, kind of cutting out the middleman.” She went on to say, “We don’t really focus on politicians. We really dig into how policy lands on people. So we’re much more interested in what people have to say about their experiences. And I think that’s been a very interesting perspective for us.”


With her and her team’s focus on voices that are often ignored in the media, she believes this niche is “Exactly an example of serving the public.” Her show is also able to avoid the typical talking heads saying her show is, “Helping people understand complicated issues and stories versus, the two people on TV, they’re diametrically opposed and let them yell at each other for four minutes. And then I’m going to say, ‘Oh my goodness, thank you so much for joining me. We got to go to break now.’ I’m not doing that. And I think because we’re focused on that service, it’s really made the show very successful and popular.”


Part two of Barrett’s conversation with Soledad O’Brien will be coming to a screen near you at a later date.

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Talk Radio Talent and Producer Coaching Tips From A Master — Part 2

“Mostly with the work that I do in spoken word, I think a producer is strongest when they help pull out your point or the best part of a topic.”

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David G. Hall is an international radio programming consultant who achieved fame in 1991 when he reinvented news and talk radio at KFI, Los Angeles.

I recently shared his insights into coaching talk radio talents.

In part two of our conversation, DGH talks about coaching producers and talent of shows
with multiple hosts.

DW: How do you coach producers? What do you need them to do for the talent?

DGH: Well, mostly with the work that I do in spoken word I think a producer is strongest when they help pull out your point or the best part of a topic. So you say, ‘Oh, we got to talk about this bridge collapse in Baltimore, man. I don’t really know what I want to say.’ And then the producer says, ‘Well, what pisses you off about it?’ Or, ‘What’s the thing that nobody gets?’ And you go, ‘Well, nobody understands X.’ Then the producer says, ‘That’s what you start with right there. There’s your way in and then you can explain it.’

So, (the producer’s job is) to kind of pull out from you what you really want to say, because sometimes it’s hard to find that on your own when you’re just doing everything in your head. So, your producer says, ‘Ok, that’s where you want to start right there,’ and then does whatever research is necessary to help you back that up or to come up with examples or come up with audio.

DW: What about two or three people shows? How do you get them on the same page consistently, learning to think like each other, and not make those hard left turns in conversations?

DGH: I have to deal with that a lot with shows where there’s more than one person. It’s important to help people in multiple-person shows understand you don’t have to say too much to get a lot of attention. A lot of people in that second chair want to keep talking because they feel like if they don’t talk, they’re going to be invisible. But it doesn’t work that way.

So I spent a lot of my time coaching people I would call the second chair people, but they’re really co-hosts, on how to be engaging in a certain way and how to not make a hard left where then all of a sudden you have the listeners, and worse, your co-host, going ‘What the hell? How do I respond to that?’ That comes up a lot. And in music morning shows, I try to keep them from talking over each other and stuff like that.

But the hard part comes with the payoff because when they’re doing a bit or they’re doing a benchmark, I want everybody laughing and smiling as the song starts, and as soon as everybody’s laughing and smiling, get the hell out and start the song. What happens is, especially if there’s more than two people, they one-up each other, right?

So somebody has the perfect out where they should hit the song and then the other person goes ‘Oh, no, no, no,’ and then they say something that causes the first person to try to beat that and before you know it you’ve got four punchlines, each one worse than the one before. Start the song, get the hell out, and prepare for your next bit.

DW: This is great stuff. What would you add or how would you summarize all of this for radio talents and the people who coach them?

DGH: I have three things. The first is you have to be consistent and regular. So if you’re gonna tell me to do this differently, you better show up in a week to remind me because all of us on the radio get stuck in habits and in a comfort zone, right?

So I’ll do what you say today and maybe tomorrow, and by the next day, maybe half. And then by the day after that, by Friday, I’m not doing it at all. So you better show up on Friday to say, ‘Hey, I heard you on Monday, man, you sounded great!’ Then help me break bad habits and set new ones, because we all are creatures of habit when we’re on the radio.

Second thing I would say is: be as specific as possible. It was never helpful to me when someone would say ‘Great show.’ Yeah. Ok, thanks, but that doesn’t mean anything to me.

But, when the market manager or PD says, ‘Yesterday when you interviewed that guy and you asked him this question, oh my god that was fantastic!’ As a talent with ego, I’m assuming he heard the entire show, even though he’s commenting on one thing. But that one thing is much more valuable than just ‘Hey, great show’. And then the third thing I would say is Joe Crummey. I don’t know if you know the name Joe Crummey.

DW: Yes, we’ve never met but we’ve become online friends. I love his work.

DGH: When I was first PD (at KFI), Joe Crummey said something key that I think about all the time when I’m working with talent and from when I was on the radio. He said, ‘When you’re on the radio, you walk a plank every single day and you just hope to God that you don’t fall off.

‘Because, unlike television, unlike Jon Stewart or Jimmy Kimmel or Stephen Colbert, we don’t have a writer’s room of 22 people sitting behind us thinking of every brilliant word we’re gonna say. You have to mostly do it yourself and mostly do it right off the top of your head. And if you’re on the radio three hours a day, five days a week, you are coming up with 15 hours of original content every week, walking a plank, not making a fool of yourself, not humiliating yourself, and not losing your train of thought.

It’s tough to create that much original content and to keep your train of thought and not humiliate yourself.’

DW: And to do it with no real-time feedback from the audience.

DGH: Right, exactly. You have no idea how it’s landing. That was one of the most valuable things anybody has ever said to me in this business. And to this day, I think about that. When I work with talk show hosts who are on the hook for hours without anything to hide behind, no songs, maybe a newscast at the top of the hour, but not much else I always think, ‘Man, you are walking a plank and it’s all original content.’

I really respect that, I really respect the talent necessary to be able to do what we do without humiliating ourselves, without getting sued, without getting fired, and with our toes dangling off the end of that plank for hours a day, every single day.

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News/Talk Radio Hosts Need to Remember It’s Ok to Act Your Age

This same strategy can apply to a story that may pre-date your time in the market where you’re hosting your show. Study up, but lean on those who know.

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For many, we all can fall into a groove of trying to be something we’re not. And the audience is bound to sniff you out as inauthentic. The older radio guy wants to seem hip when discussing social media and refers to his account as “Face-Chat” and “You-Book.” Oops. The younger guy wants to pretend he knows everything about the 1980 election, including the myth that Ronald Reagan came from 10 points down in late October to beat Jimmy Carter. You can read about it here.

I bring this up in the wake of last week’s breaking news story surrounding the death of O.J. Simpson. Social media exploded with reactions and hysterical memes, while talk radio re-lived “The Trial of the Century.”

As someone who was six years old during the White Bronco chase and seven years old as the trial unfolded, I have little memory of the trial itself. I remember it, but the day-to-day details are meaningless. As someone interested in historical events, I’ve read plenty about it and watched documentaries, but I wasn’t there. My only memory of it is watching O.J. on the news in my parents’ kitchen.

So, the day after O.J.’s death was announced, I had minimal anecdotal stories to share. And if you’re a younger host, there’s no reason to be embarrassed by this. After all, it was 30 years ago at this point. Now, someone over 55 might think it was 20 years ago, but my dad, pushing 70, believes 1978 was 30 years ago. It was over 45. So, I rest my case. Time is a blur. You have nothing to be ashamed of. 

But at the same time, don’t pretend to be something you’re not.

I spent Friday morning discussing how infatuated I was diving deep into YouTube archives, finding old local TV clips in Los Angeles from the Rodney King riots, mentioning New York Times articles I stumbled upon during the trial in 1995, and weaving that into the content of the day. My approach was to be the authority on the topic since that’s the job, but not pretend that I lived through it in any meaningful way.

That’s when I tapped into guests. Gregg Jarrett from Fox News covered the trial for Court TV. His stories were outstanding. On a whim, I reached out to Randy Cross, a former 49ers player who spent two seasons as a teammate with O.J., and he shared insights that only he could share.

Then, we worked from our local angle, with a great story from former Kansas City sports anchor Frank Boal, who talked about the Bruno Magli shoes that were a centerpiece in the trial. Coincidentally, a photo was used from when O.J. Simpson was on Monday Night Football broadcasting a game at Arrowhead Stadium where he was wearing… you guessed it, Bruno Magli shoes.

So, let your experts be experts. And don’t try to trick your audience into being something you’re not. Let them share their stories as well. Several California transplants to the KC area shared incredible stories from their lives. Let them be the stars and have their moment, assuming it’s compelling content.

This same strategy can apply to a story that may pre-date your time in the market where you’re hosting your show. Study up, but lean on those who know, let your audience participate if and when appropriate, and don’t be the know-it-all, especially when it’s obvious you can’t be on the same level as some of those listening.

Your audience will thank you for it because you’re being authentic with them, and that’s what they want. If you lose your authenticity, you’re done. 

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