I Wanna Rock!

How did The Bone shock the Dallas radio world? With market research, double entendres and hair bands.

Strong is well aware of all the potential problems that lie ahead for The Bone, as is the rest of the air staff. While they're enjoying the current results--"I'm getting the best ratings I've ever gotten as a radio DJ in Dallas, and that's 15 years, so that's saying something," Jeff K says--the high numbers out of the gate almost seem to spook them. They know they have high expectations to live up to now, and they want to do their best to meet them. More to the point, they want everyone--jocks, listeners, whoever--to have fun in the process.

Thanks to the likes of Van Halen, Yvonne has been holding up solid numbers during her midday shift at The Bone. Bottom: Yvonne displays the action figure made for her by one of the station's many passionate fans.
Mark Graham
Thanks to the likes of Van Halen, Yvonne has been holding up solid numbers during her midday shift at The Bone. Bottom: Yvonne displays the action figure made for her by one of the station's many passionate fans.
He looks like Clark Kent, but Scott Strong, The Bone's program director, has been a Superman in the station's first seven months.
Mark Graham
He looks like Clark Kent, but Scott Strong, The Bone's program director, has been a Superman in the station's first seven months.

"No matter how complicated or how new the technology gets, there's still just basics that you can't forget about," Strong says. "And that is remembering who your audience is, and that radio should be fun. And I know that was probably said in the '50s, said in the '60s, said in the '70s. It will be said in 2010 and 2020. And never forget that. If you look at the companies or stations that forget that, usually they're the ones that run into trouble."

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