There's a lot of talent that's going to be hitting the road and there's not going to be enough to replace it.

A lot of the traditional retention strategies were money, stock options and bonuses. We certainly use those, but we've gone more towards our culture and values. You can't just give money all the time and it doesn't always work.

Having a top-shelf, veteran talent like Carl P. Mayfield as the centerpiece of the Road Dog Trucking channel sends a strong message to the trucking community that we have made a major commitment to this very important listener base. With Carl, we are anticipating many good times down the road.

At some point, you run out of things you can do with your personnel. Sometimes it comes down to talent, and apparently we're not doing so well in that department right now.

[Ellin was looking for a rapper who had not yet made it, but had the talent to do so.] As we were writing that script, we thought it was going to be a nightmare if we didn't find anyone, ... We loved his charisma and personality.

They found him walking down a road and ran a check on him, and they got a hit.