The ad should read look for a morning personality. The last time Don retired (1 year in 1997?) they brought a morning "man" in and the community rejected the morning show whole heartedly. The listeners of WLWI are not going to accept a typical radio show with a guy who has a booming voice. WLWI didn't have any competition at that time either, but now more than ever they are very susceptible due to the presence of Bama Country 98.9. Bama Country does have a recognizable personality in both their morning and afternoon drive positions and right now if the right person isn't chosen for WLWI mornings, they are posed to knock out a giant. The person who gets this slot at WLWI is going to have to be extremely personable, multi-dimensional, and yet still have a voice that doesn't grate the nerves. He has some big shoes to fill, in fact the shoes may not be able to be filled...that remains to be seen.