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The Daily Whim

The Daily Whim

All The News That Fits My Whim

Fri. Aug 16, 2002

Too Southern For Country Music

Too Southern For Country Music – It’s just another reminder for me that leaving radio was A Good Thing. "You can’t be too rich or too thin, but on Atlanta radio these days, you can be too Southern. Last Friday, country radio station Kicks 101.5 (WKHX-FM) jettisoned James Carney, who hosted the morning drive slot for 11 years under the name Moby. This week, the station said it was seeking a personality with less Southern drawl in his or her voice."

Now, let’s break that down. At a Country music station, in the Deep South, you can sound Too Southern, and it might take your employers 11 years to notice it.

Of course, there’s more to the story. " ’Listeners told us, ’We’re proud to be Southern,’ but if you listened to Moby’s dialect, it didn’t reflect the average Atlantan today,’ said Dene Hallam, Kicks operations manager."

A quick look into Mr. Hallam’s career reveals he may not have been an average Atlantan long enough to have more of a clue about the city than a veteran morning jock with more than a decade under his belt. I couldn’t determine exactly when Mr. Hallam came to town, but one article from April, 2000 says "One of the nation’s top country program directors, Dene Hallam of KYCY-FM in San Francisco, says trying to attract young listeners is a big mistake," and another notes, "Salamon was replaced at WHN [New York] by Dene Hallam, who has gone on to be a groundbreaking program director around the country." Hard to portray that as being an experienced expert on Atlanta.

Now, I’ve got no dog in this fight. Radio people get fired for obscure and cruel reasons daily, so this isn’t unique. I don’t listen to country radio (or much radio in general) and have never even met Moby. In fact, he doesn’t seem to be terribly broken up about it himself. "Moby, a native of Tennessee, said he harbors no ill will. ’If they want somebody who sounds like they’re from New Jersey, that’s fine with me,’ he said. ’I’ll always be me. I like me. I feel like several people do.’ " He’s probably managed to put back some money (”Local radio observers believe Moby was one of the top-paid jocks in town, making around $500,000 a year.”).

But one still has to ask…."Why? To draw more fans from the growing contingent of the metro area’s transplanted residents, many of them suburbanites who prefer stations such as soft-rock Peach 94.9 (WPCH-FM) or Top 40 Star 94 (WSTR-FM). With country music in a long-term slump, Kicks stumbled to eighth place among metro Atlanta listeners, one of its weakest performances in years."

Clearly, the problem is they have targeted an audience that prefers ”Soft Rock,” or ”Top 40” music, but definitely not Country. So, the obvious solution is to fire the jock who sounds Southern.

Then maybe the audience will be fooled into thinking it’s soft rock, or that they don’t live in the South.


Peanut Gallery

1  Cookie Luikart wrote:

WKHX should have asked the listeners what they wanted instead of "booting" Moby with out any input from his audience. A lot of my friends and I are saddened that he would just be let go without a vote from the "real" people that listen.

2  PhotoDude wrote:

Well, Cookie, I'm not saying I disagree with you, but radio stations do get input from their audience, usually about 4 times a year in the form of an Arbitron ratings report. It's the input they take most seriously, because it determines their future ad rates: "The latest spring Arbitron radio ratings sealed Moby's fate. With country music in a long-term slump, Kicks stumbled to eighth place among metro Atlanta listeners, one of its weakest performances in years. The station also came in eighth in revenue last year, with $21.5 million, down 4 percent, according to Duncan's American Radio. (As recently as 1997, Kicks ranked third in revenue.)" Radio stations try to hide one big important fact from you. They claim they're your friends, they love the same music you do, and they act as a "family" that tells you all about what's going on in music and around town. They're your buds, right? The secret: they're a business. They'd like for you to forget that, so when you see a long term sales slump dropping income 4% (i.e., not likely to turn around soon), followed by the firing of a DJ making $500,000 a year, you won't add two plus two. But it's a ploy that backfires, and you are evidence of that. To you, they've fired your "friend" (after all, that's what they've been telling you he is for 11 years). You want to know why you weren't consulted about a change in the "family." Welcome to the radio business, where DJ's fear going on vacation because they are often replaced while they're gone. And by the way, you can vote. That's why they put dials on radios.

3  Mike wrote:

As a Kicks Listener for 12 years, this is another "good" example of bad management. Eagle 106 sound good to me. P.S. Hang in there Moby, we'll follow ya!

Comment by Mike · 08/19/02 08:43 AM
4  bill greve wrote:

For Mike, about switching to Eagle 106: Hate to tell you this, but they're the same company and broadcast from the same floor in the same building. 210 Interstate North Parkway, 6th Floor http://www.wyay.com/aboutus.asp http://www.wkhx.com/advertisinginfo.asp Radio Disney is also up there. I don't listen to any of these stations, just worked elsewhere in the building.

5  Joe Curry wrote:

When I listen to country radio, which was every morning, I always listened to Mr. Moby. He is what I want to hear in the mornings. Although he had his two side kicks to help him, he is what I liked about the morning show. I will now probably only listen to the news channels. I hope he finds a new station in Atlanta to work at and return to the airways.

6  Shirley Coffey wrote:

I'll miss Moby. I didn't always agree with everything he said, but he's been there through some hard times and some great times, and I hope he stays in Atlanta. I'll listen to him again, whatever music he plays. I enjoy country, but if he goes back to rock, I can get used to that!

7  Jon Terrell wrote:

I think that Kicks is crazy for getting rid of Moby. I know QUITE a few people who are no longer listening to Kicks because of this, including myself and my wife. This is an outrage. All these people out there listening to the radio are looking for someone with NO accent, who is politically correct, and does not do and/or say anything that can be remotely misconstrued as a "questionable" point of view or opinion. Moby was not like that, Moby stated what he felt, and let it go. That is what I loved about him. Take for example, his poem "Am I a Bad American". Alot of people got upset about that poem, but I would have to say that the feelings he portrays in that poem are the general feelings of the "Southern" people in this state. An another thing, how can you be too southern for a country radio station in Georgia. That is like being too pretty for a beauty contest. I just want to say: Moby, where ever you go, I wish you the best of luck, and I hope that I find out what station you are at so that I can continue to listen to you. You have made me laugh, made me cry, made me angry, and made me joyous. I have enjoyed listening to you, and look forward to hearing you again.

8  Steve In Atl wrote:

I was one of the lucky people who got to know Moby outside of the speakers on my radio. Although I was first brought into contact with him on a work level several years back, he was not at all the typical stuck- up broadcasting personality we are usually disapppointed with after we finally meet them in person. When we talked about real life, and at the time I was going through a tough divorce, he probed into my life and pointed me in a direction that has made me the successful person I am today. But here is the Kicker...after not seeing him for 3 years I bumped into the dedicated father Mr. Moby with his son Jonah... before I could even reintroduce myself he called me by my first name and began to talk like were finishing a conversation we hadn't quite finished the day before. Moby had a gift, Kicks radio lost it... and we will hopefully get the gift of Moby back on the airwaves in Atlanta in the near future. I wish the best to "Moby" and his family !

Comment by Steve In Atl · 08/23/02 07:44 PM
9  Jan wrote:

As a long time listener of Kicks I was also stunned to learn of Moby's leaving or what ever happened! Moby was what made Kicks what it is today! He was the one who made us laugh and the one who cheered us up when we where down. Mr. Moby we will deepley miss you. We will support you where ever you go! May god bless you and your Family!

Comment by Jan · 08/25/02 06:04 PM
10  ELAINE JORDAN wrote:

WELL, MR. MOBY IS A GREAT PERSON AND I WILL MISS HIM DEARLY! MR. MOBY IS A VERY GIVING PERSON AND WANTS TO ALWAYS HELP THOSE IN NEED (EVEN IF THEY DON'T SPEAK WITH A SOUTHERN ACCENT). MR. MOBY NOR HIS BOSS/S MIGHT NOT REALIZE HOW MUCH HE MEANS TO OUR COMMUNITY, BUT WE "POLICE OFFICERS" KNOW EXACTLY HOW HE FEELS ABOUT US! YEAH BABY! MR. MOBY, I WISH THE BEST TO YOU AND REMEMBER, SOMETHING VERY GOOD WILL COME TO YOU. JUST LET ME AND MY FELLOW OFFICERS KNOW IF THERE IS ANYTHING WE CAN DO FOR YOU. SINCERELY, INV. ELAINE JORDAN OF NEWNAN, GA.

11  Mark Hart wrote:

I'm afraid they will remove songs by my favorite artists now, they sound pretty country. Those folks who recently came to Atlanta won't like them. I really sound too southern to listen anyway, I don't want my friends to think I am one of those transplanted southerners who fakes a good accent. I'd better switch to 106.ONE. Maybe they will find enough listeners who came down from New York to maintain their ratings. After they change the format, that shouldn't be a problem.

12  Patty Dyer wrote:

Well...WKHX can kiss my grits!

13  Rosa Lee Goodwin wrote:

I no longer listen to Kicks. Without Moby, it's nothing to me. I can get the music elsewhere.

14  jimmy wrote:

since moby is gone . by kicks

Comment by jimmy · 10/ 5/02 04:32 PM
15  Brian wrote:

I haven't lived in Atlanta for over two years, but one of the things that I miss immensely about Atlanta is Mr. Moby. Whenever I am back home in Atlanta, I make sure to listen to Mr. Moby. He was one of those Atlanta staples that you had to revisit each time you were there. It is truly a shame that there is now one less positive thing that people can associate with Atlanta. Mr. Moby, I woke up to you for five straight years without ever changing that radio dial and was saddened when I finally had to. Now everytime I come to Atlanta I will remember the stupid thing that a radio station did to one of its dj's, and the petty excuse they made to justify their bad decission.

Comment by Brian · 10/23/02 07:34 AM
16  PhotoDude wrote:

I haven't confirmed this myself, but I've heard that he's going to be taking the morning slot at Z-93 in Atlanta.

17   wrote:

Moby was a fixture in atlanta life! I nolonger listen to Kicks and i wrote to the Kicks general manager about my dilikeing of them firing him! YES he has gone to Z93

Comment by · 10/30/02 11:49 AM
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