Mar 17, 2019
Alex Cosper interviews fellow Alternative radio programmers Max Tolkoff and Michael Halloran. Tolkoff, after working on Madison Avenue in Manhattan then on-air at KBPI/Denver, came to California in 1982 to do nights at 91X/San Diego. At the time it was an Album-Oriented Rock station trailing two rock competitors in the ratings.
Tolkoff was the air personality who flipped the switch in the first week of January 1983 at 91X to the new modern rock format known as "Rock of the '80s," consulted by Rick Carroll, who programmed KROQ in Los Angeles. Known as "Mad Max" on the air, Tolkoff was the PD of 91X from 1983 to 1989.
His career path then took him through WFNX/Boston, A&M Records and Editor of Radio & Records. He went on to program Indie 103.1 in Los Angeles. Tolkoff has also been a writer for HuffPost and dabbled in film work.