When Jay Michaels landed the PD post five months ago at Clear Channel’s KDMX (Mix 102.9) Dallas, his mandate was to make the longtime Hot AC more than a female-friendly background companion. Instead, he aimed to make the station a lifestyle.

Mix is already trending up in PPM, up 3.6–3.7–4.0 in the Holiday PPM report. Now, Michaels has put his money where the mic is. Starting today, Jan. 30, Khloe Kardashian—yes, of reality show renown—joined Mix’s weekday line-up with “The Mixup with Khloe Kardashian Odom.” The show, which airs 12-1 p.m., includes celebrity call-ins, listener interaction and plenty of dish.

Kardashian and husband Lamar Odom became residents of Dallas last month when the NBA player was traded from the Los Angeles Lakers to the Dallas Mavericks. It took Michaels about a minute to begin calculating a plan: “As soon as I heard Lamar and Khloe were moving to Dallas, I started thinking about what she could do for Mix,” he says. “We’re trying to brand the station as a destination for pop culture. It was a crazy idea, but I started digging around to find people I knew that knew her people.”

Clear Channel Dallas Market Manager Kelly Kibler and Operations Manager Patrick Davis offered Michaels an enthusiastic thumbs-up. Michaels connected with Ryan Seacrest—heard via syndication in afternoon drive at Mix (as well as producer of the Kardashians franchise on E!)—which led to Khloe’s mom, Kris Jenner, and then to Khloe. “It was a long, crazy process,” he muses, but everyone involved was just tremendous.”

Following the show’s launch January 30, the PD is all the more certain that his new talent was destined for radio. “If Khloe were just a reality star with no personality and nothing to say—and we did this just for the publicity—it certainly wouldn’t work,” he says. “The fact is, she has all the elements you look for in on-air talent. She’s open and honest, educated, quick-witted and a natural at interviews. What she does in bare banter is brilliant. I can’t tell you how good she is.”

Each hour-long show comprises a celebrity or music guest phoner, along with Kardashian’s take on current pop culture, and call-in interaction with station listeners between the songs. On her first show, Khloe had mom Jenner (seen here with Michaels) alongside in the studio, and an interview with Kyle Richards, one of Bravo’s “Real Housewives of Beverly Hills.” Michaels says, “They’ve known each other for years, and they talked about being at each other’s house playing dress-up together. It’s great radio and different from gossip. Money can’t buy the conversation that went down between them.

“She’s funny and witty and very comfortable with whoever calls in. Nothing is off limits because she’s so open and honest,” Michaels adds.

Before “The Mixup with Khloe Kardashian Odom” even launched, reaction has been over the top. In addition to mountains of global consumer press, Michael says, “My email box is full with questions from people all over the world. Dallas-Fort Worth fans have given them the warmest welcome. People are chanting her name at Mavericks’ games. This is a kind and friendly city, and the response has been very welcoming.”

So, of course, the question that begs to be asked: Might Khloe, who has also been heard on other Clear Channel stations in the past, be primed for syndication? “We’re doing our best here and taking it one day at a time,” Michaels offers. “But I don’t believe there’s another female like this that’s syndicated in radio. We do have something unique. I think she will blow people away. It makes it a joy to come in every day and work your ass off.”

Add to that what Michaels sees as prime time for the Adult Top 40 format. “I think it’s better than it’s been in years,” he says. “We’ve got legitimate core artists that are relevant and contemporary: selling out tours, with lots of mainstream press. There’s Adele, Kelly Clarkson, Daughtry, Katy Perry… To be able to play Lady Antebellum and Coldplay within 15 minutes of each other is a gift. It’s surely not a sleepy adult-oriented format anymore.”

The available music has enabled increased rotations, Michaels adds. “It’s allowed Mix to becoming younger and more contemporary while still appealing to adults. We have more work to do, but the pop culture feel of the station, along with the on-air talent, contesting, and the production and imaging tools, gives us everything we need to make a successful station. It’s an exciting time to be at this format.”

Here’s Mix 102.9 at 10 a.m. on Jan. 26:

Kelly Clarkson, “Mr. Know It All”
Onerepublic, “Secrets”
Coldplay, “Paradise”
Maroon 5, “She Will Be Loved”
Katy Perry, “The One That Got Away”
Elle Goulding, “Lights”
Lifehouse, “Hanging By A Moment”
Daughtry, “Crawling Back To You”
Lady Gaga, “Born This Way”
Kid Rock, “All Summer Long”
Kelly Clarkson, “What Doesn’t Kill You (Stronger)”
Adele, “Set Fire To The Rain”
Bruno Mars, “Just The Way You Are”
Sara Bareilles, “Love Song”
LMFAO, “Party Rock Anthem”