An Interview Conducted by Jim Hampton For more than six decades, Bill Hennes has been at the center of American radio—not just as a witness to its ev
An Interview Conducted by Jim Hampton
For more than six decades, Bill Hennes has been at the center of American radio—not just as a witness to its evolution, but as one of the people who helped shape it.
Like many radio legends, Hennes began behind the microphone. Known early on as the high-energy “Wild Willy,” he learned the craft at the most elemental level: spinning records, connecting with listeners, and understanding what made radio feel alive. But it didn’t take long for his instincts to move beyond performance and into programming—where his impact would be felt nationwide.
As a program director, Hennes helped define the sound and strategy of Top-40 radio during its most influential years. His work at legendary stations—most notably CKLW “The Big 8” in Windsor/Detroit—set standards that broadcasters still reference today. Over time, his career expanded into major markets across the country, where he balanced creative intuition with emerging research tools and navigated radio through seismic industry changes, including consolidation and digital disruption.
Hennes later became one of the industry’s most respected consultants, advising stations in multiple formats—Top 40, Country, and Classic Hits—while continuing to adapt to new technologies. Rather than resisting change, he embraced it, ultimately launching and programming digital and internet radio platforms that carried radio’s core values into a new era.
From building a home studio as a teenager to guiding some of the most influential stations in broadcasting history, Bill Hennes’ career offers a rare, end-to-end view of radio’s golden years, its growing pains, and its enduring relevance.
In this conversation, Jim Hampton sits down with Bill Hennes to reflect on the moments that mattered, the lessons learned across generations of broadcasting, and why radio’s past still holds essential truths for the future.
Welcome Bill Hennes to the USA Radio Museum.
Bill Hennes: A Career That Shaped Modern Radio
Following the interview, it’s worth stepping back to look at the full arc of Bill Hennes’ remarkable career—one that mirrors the evolution of American radio itself.
Early Roots: Learning Radio From the Ground Up
Long before he ever walked into a commercial radio station, Bill Hennes was already programming. Like many future broadcasters of his generation, he began at home, building a home studio with a Bogen mixer, two turntables, and an Electro-Voice microphone. It was radio in its purest form—driven by curiosity, passion, and an instinct for what sounded right.
That early experimentation laid the foundation for everything that followed.
The Breakthrough: Age 15 and WXYZ Detroit
At just 15 years old, Hennes entered a contest run by legendary WXYZ night jock Mickey Shorr. When he came in to collect his prize, a conversation about music turned into an unexpected opportunity. Shorr immediately recognized Hennes’ deep musical knowledge and put him to work meeting record representatives—an extraordinary responsibility for a teenager.
That moment opened doors quickly. Soon, Hennes was holding cue cards on WXYZ television for Soupy Sales and George Hunter, absorbing the mechanics of live broadcasting from the inside.
First Station Jobs and the Midwest Circuit
Hennes’ early experience included doing mornings at WLIN FM. An experimental station at the time that was the catalyst for a number of soon to be radio stars.
In Mt. Clemens, outside Detroit, Hennes worked at WBRB in Mount Clemens, Michigan, owned by Milt Malz. From there, he moved steadily through Midwest markets, refining his on-air skills and learning how different cities—and different audiences—responded to radio.
Wild Willy On The Air
His on-air career included stops at:
- WKAN – Kankakee, Illinois
- WJEF – Grand Rapids, Michigan
- WIBM – Jackson, Michigan
- WTRX – Flint, Michigan
- WTAC – Flint, Michigan
- WKLO – Louisville, Kentucky
Often known on air as “Wild Willy,” Hennes developed the instincts that would later define his success as a programmer: pacing, music flow, audience connection, and the importance of consistency.
Bill Hennes and Sonny and Cher, Felix Cavaliere of Young Rascals
Meeting Mike Joseph
This meeting was a pivotal moment in Bill Hennes’ career, one that reinforced how much radio is shaped by vision as much as mechanics. Joseph—widely regarded as one of the architects of modern Top-40 radio—embodied discipline, clarity, and an uncompromising belief in programming fundamentals. For Hennes, the encounter was both instructive and validating: here was someone who proved that great radio wasn’t accidental, but the result of clear thinking, strong leadership, and relentless focus on the listener. The influence of Joseph’s philosophy—tight execution, consistency, and respect for the audience—would echo throughout Hennes’ later work as a program director and consultant, especially in major-market and heritage stations.
WTAC
WTAC in Flint, MI was one of the most influential Top-40 radio stations in Michigan during the peak years of hit radio, serving not only Flint but much of Mid-Michigan with a powerful signal and an unmistakable sound. Known for its tight playlists, high-energy presentation, and strong local identity, WTAC exemplified the disciplined execution that defined successful AM Top-40 stations of the era. It was a proving ground for young air talent and future programmers.
Working at WTAC gave Hennes firsthand experience in competitive hit radio—learning pacing, music flow, and audience psychology in a real-world, high-stakes environment. The discipline and instincts he developed there would later inform his work as a program director and consultant, shaping his approach to building stations that were both tightly executed and listener-driven.
WKLO Louisville, KY
Bill “Wild Willy” Hennes on air at WKLO Louisville, KY
The Shift to Programming Leadership
Hennes’ first Program Director position came at WNHC in New Haven, Connecticut, marking a pivotal transition from performer to architect. The move required a different mindset—thinking not just about a single shift, but about an entire station’s sound, identity, and competitive position.
That skill set soon propelled him into major markets and historic roles.
CKLW “The Big 8” and Major Market Impact
As Program Director of CKLW in Windsor/Detroit, Bill Hennes helped guide one of the most influential Top-40 stations in radio history. CKLW’s disciplined execution, tight rotations, and unmistakable sound became a blueprint for hit radio nationwide.
His programming leadership also included:
- WKLO – Louisville (returning as PD)
- WNDE 1260 – Indianapolis
- WIFI – Philadelphia
- WMAQ – Chicago
- WKQX – Chicago
- WQXI – Atlanta
- WAPE – Jacksonville
- WFLZ – Tampa
- WNOX – Knoxville
Across these stations, Hennes balanced research with intuition, helping stations win ratings while maintaining personality and identity.
The Big 8 Staff – CKLW – With guest DJ, Elton John – Bill with CK Staff at Detroit Radio Reunion
Bill Hennes and Burt Sherwood: A Partnership That Helped Shape Modern Radio
The partnership between Bill Hennes and Burt Sherwood marked an important chapter in modern radio consulting, bringing together two complementary strengths at a time when the industry was rapidly changing. Hennes brought deep programming instincts shaped by decades inside Top-40 radio’s most competitive markets, while Sherwood contributed strategic perspective, operational insight, and a keen understanding of station management. Together, they advised broadcasters on format development, competitive positioning, and audience connection, helping stations adapt to consolidation, evolving research practices, and shifting listener habits. Their collaboration reflected a shared belief that successful radio depends not just on data or scale, but on disciplined execution, strong leadership, and an unwavering focus on the listener.
Bill Hennes, Burt Sherwood
Consulting, Networks, and the Digital Era
As radio consolidated, Hennes expanded his influence by founding Bill Hennes & Associates, consulting stations across Top-40, Country, and Classic Hits formats. His work shifted from individual markets to shaping formats and strategies nationwide.
He also held leadership roles with Westwood One, contributing to national programming initiatives.
Never content to stand still, Hennes embraced digital broadcasting, ultimately founding Today’s Hottest Hits, a digital radio network that carried radio’s core principles into new platforms.
Music Charts for Today’s Hottest Hits Internet Radio Stations
A Career Defined by Radio’s Core Truth
From a bedroom studio to shaping legendary stations, Bill Hennes’ career spans every major phase of modern radio. Through each era, one belief remained constant: radio succeeds when it respects the listener, values personality, and understands music as more than just content—it’s memory.
That philosophy continues to resonate today, making Bill Hennes not just a figure from radio’s past, but a guidepost for its future.
###
