Replacing Stern no easy task for KLSX: 'Shock Jock' genre in decline as tastes shift.

With KLSX-FM (97.1) left to ponder the future of its prized morning drive time slot as Howard Stern readies to join satellite radio, it might do well to look to another form of entertainment.

Having brought nudity, flatulence and other elevating moments to the airwaves, the era of the "shock jock" appears to be on the wane.

Many factors, including stations feeling pressure from the Federal Communications Commission and the simple reality that there's less and less material considered shocking anymore, have cut into the for mat's popularity.

"They don't get enough ratings," Mary Beth Garber, president of the Southern California Broadcasters Association, said of the less prominent shock jocks. "It takes a certain amount of talent to hold that kind of a position and still be entertaining. Ratings don't just come because you use dirty words or espouse flamboyant ideas."

Even so, the "stock jock" kingpins are still doing quite well.

They include Tom Leykis, whose show is broadcast on KLSX from 3 to 8 p.m., and Spanish-language host Renan Almendarez Coello, known as "El Cucuy." Coello's show, on Spanish Broadcasting System's KLAX-FM (97.9), is the top-rated morning show in the L.A. market.

Coello had a 7.2 percent share for spring 2004, up from 3.3 percent in winter 2004, according to the most recent survey from Arbitron Inc. Coello joined the station in March, replacing Juan Carlos Hidalgo, who is now president of Hispanic radio consulting company Mass Radio Inc.

Stem is the No. 1 English-language show in the same time slot--and actually has been picking up listeners of late, posting a 4.9 percent share for spring 2004, up from 4.1 percent in the winter period. Leykis had a 3.1 percent share, up from 2.1 percent in winter 2004.

Industry experts detect a slight shift in content as the so-called shock jocks try to distance themselves from that label and ease up on raunchiness. The Web site for "The Tom Leykis Show," quotes Leykis as saying that his show is "not 'shock radio,' which is very contrived or gratuitous." The show, which has been syndicated from L.A. since 1994, has featured programs such as "Leykis 101," in which he lectures men on how to score with women.

"I don't think Stem even considers himself a shock jock," said Don Martin, program director at Clear Channel Communication Corp.'s KXTA-AM (690/1150). "It's a term that was used 10 or 20 years ago as way to break in, say things and blow horns in mosques to get attention. Stern doesn't have to do that anymore. He's a grown man doing his thing."

KLSX Program Director Jack Silver declined to be interviewed about a replacement for Stern.

Establishing shock

For years, the radio landscape has been crowded with personalities who bark, berate and generally act aggressively toward guests and listeners.

Earlier this year, Slate, the online magazine, dubbed Laura Schlessinger a "domestic shock jock," Jim Rome a "sports shock jock," Art Bell a "paranormal shock jock," and Rush Limbaugh, Scan Hannity and Michael Savage "GOP shock jocks."

"All these guys are very, very strong with their opinions and if they disagree with someone, they will take them to task on the area," said Erik Braverman, director of operations for KABC-AM (790), which airs Hannity. "The AM talk radio band is generally filled with commentators who have very strong opinions on one side or another, but I wouldn't put them in the same category of FM shock jock people across the country who are borderline indecent."

Terry Fahy, vice president and general manager of Salem Communications Corp.'s five-station Los Angeles cluster, said competition had contributed to the culture of yelling on the radio.

"Talk radio has grown significantly over the last 10 years," said Fahy. "People are more jaded and it takes a strong message to cut through the clutter. If you're nice, people tend to ignore you. You have to have a little bit of an edge."

As for Rome, who is based in Los Angeles and broadcast on KXTA (known as XTRA Sports Radio) and syndicated to 200 stations nationwide, Martin says the shock jock description is overstated.

He traced the designation to a 1994 incident in which Rome repeatedly referred to Los Angeles Rams quarterback Jim Everett as Chris Evert during the taping of a television show. When Rome refused to stop, Everett flipped over a table, grabbed Rome and pushed him off the set.

"Being a shock jock launched him, but sheer talent kept him there," he said. "To me, the term 'shock jock' implies a one-hit wonder."

Bowing to pressure

Stern has made no secret about his unhappiness with the restrictions that have come in the wake of fines imposed on Viacom Inc., whose Infinity Broadcasting Co. unit syndicates his show. Stern plans to join Sirius Satellite Radio in January 2006.

Still, radio personalities who push the standards of decency were vanishing from the airwaves long before Stern's complaints ratcheted up "and Janet Jackson's breast was bared during the halftime show of January's Super Bowl.

Michael Savage, who is based in San Francisco and airs here on Salem Communications Corp.'s KRLA-AM (870 and 590), was removed from the airwaves for a week here in 2003 after making anti-gay remarks on an MSNBC show, from which he was fired.

New York-based Gregg "Opie" Hughes and Anthony Cumia were banned from the airwaves in 2002 after they broadcast descriptions of listeners having sex in public places. (Opie and Anthony will launch a morning show on XM Satellite Radio on Oct. 4.)

"Bubba the Love Sponge," who legally changed his name from Todd Clem, was fired in February by San Antonio-based Clear Channel after the FCC accused him of airing indecent material. His program was carried on four Florida radio stations. Clear Channel also dropped the Stern show from six of its stations earlier this year in the wake of complaints by some listeners.

"All of a sudden one boob set the world free," said KXTA's Martin. "We swung the pendulum all the way over until that Super Bowl day and the FCC decided to slap back."

He suggested that the retreat from shock jocks, however, had as much to do with changing tastes as it did with regulatory oversight.

"It's a different world since 9/11," he said. "It's a more philanthropic world and is less about people getting off on cussing and screaming and acting like a fool. Even Howard calmed down. We've grown up because of the amount of baby boomers listening, and with that comes a little bit of responsibility. Radio changed because the world changed."