It's also a talk show, not a music show, so it fits the format of the station. Don't minimize the importance of staying in format. Format is more important than a salary. It's not always about saving money. You sell your format, and the audience that format attracts. That's how you make money. A show about cigars fits the audience who listen to talk radio. Rush Limbaugh is a cigar smoker, as are other talk show hosts. So this show fits a conservative talk radio station more than an oldies show, hosted by someone who also works at another station in the market.
BTW this show originates at an iHeart station in Tampa, so the host of this show is already getting paid by iHeart. He doesn't work for Entercom or some other company. It's in-house, even though it's not syndicated by iHeart.