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Alex Cosper Interviews Max Tolkoff About 91X

Conducted March 16, 2019 on WSRadio.com

Max Tolkoff's 91X Memories



The original Program Director of 91X when it shifted from Album-Oriented Rock to Alternative was Max Tolkoff, joins Alex Cosper and Sam Cadura on March 16, 2019. Michael Halloran arrives during the show and adds memories about 91X. They both talk about how they got hired at the San Diego station and their different views about music. Tolkoff explains how his career evolved since the seventies, when he was on the air in Denver at KBPI. He then moved to New York City and sold advertising on Madison Avenue.

He moved to San Diego in 1982 when 91X was a third place rock station in the ratings to do nights. The following January the station flipped to Alternative. That's when he started using the name "Mad Max." Tolkoff was PD from 1983 through 1989 then moved to Boston to program WFNX. Tolkoff and Halloran took over the conversation at times, adding deeper insight and surprises to the show.

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