I usually don’t name names in these weekly articles. And no, I don’t have names from the Epstein list — insert crying laughing emoji here. In a previous piece, I referred to a few program directors simply as PD 1, PD 2, and so on. But today, I’m making an exception. I’m going to name someone: Donnie Simpson.
And no — Donnie wasn’t one of the aforementioned PDs I worked under. By the time I first heard Donnie and what he was doing with 93 KYS in Washington, D.C., I already had an ear for what radio could do beyond the music. That awareness came from DJs like John Turk, Gene “The Rock Star” Phillips, and the late, great Wes “Party” Johnson.
Maybe I’ll write about those guys in the future, but this week’s focus, I wanted to mention Donnie. I remember telling a college professor that I admired Donnie. That he was one of the reasons I was even in “the business.”
One of the greatest blessings in my career is that this won’t be news to Donnie because I’ve had the chance to tell him in person. One of the best things that can happen in life is meeting someone you’ve admired from afar and finding out they don’t disappoint.
That same professor said, “Hey, I can introduce you to Donnie.” I’ll leave out my exact reaction, but I’ll say this. At that time, in D.C., there were a few people you could meet who would make life feel complete. For me, it was:
#1 – John Thompson
#2 – Marion Barry
#3 – Sugar Ray Leonard
#4 – Donnie Simpson
I remember sitting across from Donnie at his desk at NBC Studios in D.C., and honestly, everything after that moment is a blur. But I do remember the one question I had practiced for weeks. It was about research.
At the time, there was a lot of discussion about how research was damaging Black radio. (Side note: While researching D.C. radio for this article, I came across a Washington Post piece with Gene Phillips, where he discussed how radio should use demographics and research while still keeping the personal flavor that defines Black radio.)
Donnie put it all in context for me. The way he positioned research as just one tool in the programming toolbox gave me the perspective I needed.
Which brings me to this week’s thoughts.
As I continue sharpening my AI tools, I’m amazed by what can be done with them. I’ve written about AI before, but I’m still learning new ways to use it. All based on the questions (prompts) I ask. This is your reminder: Don’t fear AI. Don’t run from it or dismiss it. Instead, challenge it. And challenge yourself to find out what you can do with it.
Recently, I had an email exchange with an operations manager in a small market. They were walking me through the cluster’s priorities, and one station, a news outlet, stood out. It leaned heavily on national content and had very little local news. That got me thinking: What if you used AI tools to bring more local content to that station?
Imagine using voices from the cluster, even your own, mixed with AI voices to deliver hyperlocal content. If that’s a scenario that applies to you, take it as an opportunity. Spend a weekend building a strategy. Pitch it to your GM. Cut a deal: If you boost ratings and drive more sales, they give you a part-time position to expand what the station can do.
In the past, you might have seen yourself as a one-person band. With AI, you’re more like a conductor.
I’d love to hear your thoughts.
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Ken Johnson is an Urban/Hip-Hop columnist for Barrett Media. Born and raised in Washington DC, his career experiences include serving as VP of Urban formats for Cumulus Media, holding the Director of Urban Programming post at ABC Radio Networks, and programming stations in Birmingham, Boston, Philadelphia, and New York City. He has also managed affiliate relations for the Nick Cannon show, and worked as the Executive Producer of The Hughley Truth Podcast hosted by comedian DL Hughley. Ken currently runs Mean Ole Lion Media, a content creation company and podcast network. He can be reached by email at ken@kenjohnsonmedia.com.
