THE VIRGINIAN-PILOT
Copyright (c) 1995, Landmark Communications, Inc.
DATE: Tuesday, October 3, 1995 TAG: 9510030247
SECTION: LOCAL PAGE: B1 EDITION: FINAL
SOURCE: BY CRAIG SHAPIRO, STAFF WRITER
LENGTH: Medium: 83 lines
Howard Stern, the controversial, confrontational, acid-tongued king of the radio shock jocks, arrives in Hampton Roads today.
WKOC-FM (93.7) unveiled the nationally syndicated program this morning. It will be carried weekdays from 6 to 10.
In picking up Stern, The Coast disbanded its morning team of Eric Worden and Jimmy Ray Dunn.
Program director Mark Bradley said the station made the move to stay competitive during the hotly contested morning-drive shift. Stern's shoot-from-the-lip style suits WKOC's alternative-rock format, which otherwise remains unchanged, he added.
``We went and looked for the biggest thing we could do in the morning, and there's nothing bigger,'' Bradley said. ``I see it fitting in simply because it's an entertainment program. Plus, Howard has that alternative 'tude.''
An often outrageous, sometimes tasteless mix of interviews, parodies and listener phone calls, the New York-based show is carried in 25 markets; Hampton Roads is the country's 32nd-largest.
Benchmark Communications, WKOC's parent company, started toying with the idea of picking up Stern two months ago. Bradley said negotiations became more intense when he learned that several rival stations were considering adding Stern.
In addition, the timing was right. Veteran morning man Henry Del Toro resigned from WNOR-FM, the market's top-rated rock station, in late June to join Perry Stone at rival rocker WROX-FM. Last month, WNOR brought in Rick Rumble as co-host with Tommy Griffiths.
Those kind of changes ``breach a listener's comfort zone,'' Bradley said. As both morning shows continue to feel their way, The Coast saw an opportunity to grab a bigger piece of the pie.
``We liked Eric and Jimmy, and they did a good job,'' he said. ``The ratings weren't what we expected, but they could have beaten WNOR and WROX in the long run. I was of the mindset to let them work, but as it became more heated (for Stern), we couldn't wait. It was a tough thing to do. Eric's a good friend and he was happy here.
``Now is the time to do something like this - as listeners are punching around the morning shows deciding where to spend their time. We decided to go for the kill.''
Dunn, who joined the morning show last year after a similar gig at country station WGH-FM, has already left. He's co-host of ``Good Morning'' on WVEC-TV, Channel 13. Worden came to The Coast from Oregon in 1994. He has been offered a job in promotions, which might involve some on-air work, but is considering other options first.
Stern's arrival sets up an interesting in-house competition: While he's airing on The Coast, ``Imus in the Morning,'' hosted by acerbic Don Imus, is on WTAR-AM (790). Benchmark owns WKOC, WTAR and WLTY-FM (95.7).
Having the two shows go head-to-head is nothing new, said general manager Tex Meyer.
``Imus and Stern go head-to-head in New York and Boston,'' he said. ``Imus' audience is a little different. You'll get your Stern followers and you'll get your Imus followers. It doesn't bother me at all.''
The 41-year-old Stern didn't come cheap. Baltimore-based Benchmark paid ``well into six figures'' to pick up the show, Bradley said.
On the other hand, ``Private Parts,'' Stern's best-selling autobiography, is being made into a movie. He has another book due soon, and E! Entertainment Television shows highlights from his radio program at 11 and 11:30 p.m. weekdays and 10 and 10:30 p.m. Saturdays.
WKOC couldn't buy that kind of publicity, Bradley said. ``The Howard Stern guys told us, `Just turn it on. It works.' It was a matter of time before he was picked up here. I'm just glad it was us and not somebody else. Other stations have talked with him, but they weren't willing to spend that kind of cash.'' ILLUSTRATION: INFOLINE
Is there a place for Howard Stern on Hampton Roads radio? To
express your opinion, call INFOLINE at 640-5555 and press category
2001 to vote ``yes'' or category 2002 to vote ``no.''
[Color photo]
Howard Stern
KEYWORDS: TALK RADIO by CNB