LARadioRewind said:
Respectfully, Mister Gregg, I have no idea what went on within the walls of the KMPC building on Sunset Boulevard, but, judging by the air talent that Bill Ward hired, he wasn't a miser. However, based on what you've reported here, he was a miser. Apparently he skimped on pay and benefits for some people so he could splurge on others.
The true top-dollar talent (apart from Robert W. Morgan) was chased out the door by Ward's predecessor, Ken Miller, during the switch to talk in 1980. That's where they lost Geoff Edwards, Wink Martindale, Gary Owens and Roger Carroll.
When they came back to music in May, 1982 (with Miller still GM for another few months, but Ward running the radio division according to Billboard...Thanks, Google Books!), Morgan was the only real big-bucks talent. No disrespect to the abilities of Neil Ross, Eric Tracy, Larry McKay or Deanna Crowe, but they didn't have the name recognition of Geoff, Wink, Gary or Roger, and I'll be amazed if someone tells me they made Geoff, Wink, Gary or Roger dollars.
Yes, they got Johnny Magnus to come back after KPRZ flipped to KIIS, but (and I am a huge Magnus fan) I doubt it was for Godzilla bucks. And when Robert W. bailed for KMGG for a couple of years, I'm sure Ward did everything he could to pay Jim Lange less than he was paying Robert W (and maybe less than Lange made at KMPC in 1970).
Frankly, from 1973 on, KMPC wasn't the shop it once was (at least one person on the inside has expressed the opinion that Gene opened up a can of bad karma when he dumped Ira Cook after almost 20 years of "you'll always have a job with me").
When Russ Barnett handed the programming reins off to Mark Blinoff, Mark rushed the move from traditional MOR to Adult Contemporary. The music change was too abrupt, it wasn't going to attract younger listeners on its own (they were used to 15 of those songs an hour, not six), and the long-time KMPC audience started trying the FM button in their Buicks, Mercurys and Oldsmobiles and finding KJOY, KOST and KBIG.
Losing Magnus hurt. Clark Race was a disaster (personal problems), Sonny Melendrez never really got traction, and the station could have and should have groomed Kathy Gori into a big deal...and squandered that opportunity.
We've already covered Bill Ward. Bill Watson should never have been allowed in the building. He just accelerated the disconnect that turned KMPC into just another AM station struggling to find its way.
Whittinghill stayed far too long. KMPC hired potential successors for 17 years (starting with Gary Owens). They offered Bob Crane $300,000 a year in 1973 (he thought he still had a future in TV and movies). And by the time they finally shoved Whit overboard and put Robert W. Morgan in the chair, it had been four years since he'd been a morning man in Los Angeles and six years since he'd been one with numbers (at KIQQ, Morgan was tied for 33rd in the fall '74 ratings). Ten years since he'd been number one. He did fine, but the momentum that was squandered is incredible.
All this is what happened
before 1980. After that, when the rot really set in and Gene (and more importantly, Jackie) didn't have the fire in the belly to do whatever it took to be the best radio station in America anymore....it just got worse.