Lewd content may be
factor in latest radio ratings

Michael W. Perry and Larry Price have led KSSK-FM 92.3 to the top of another Arbitron ratings survey.

The duo has topped the ratings for so many years that one has to look further down the rankings, or behind the scenes, to find the news in this year's spring survey.

Increasingly lewd lyrical content in some genres of music, such as hip-hop, may have supported two big ratings boosts since spring 2003, in part by driving people to other stations.

The KUMU-FM show hosted by Tiny Tadani, Bill Brennan and Mandy Suganuma jumped from No. 8 to No. 3. Also, the morning show on KAIM-FM 95.5, hosted by Dave Lancaster and Kim Harper, leapt from No. 14 to No. 9 among the coveted 25- to 54-year-old demographic.

In addition to Tadani's high name recognition, "he's doing a family-based radio show," said General Manager Jeff Coelho.

KAIM plays contemporary Christian music and bills itself as "safe for the whole family."

Sports talk with Bobby Curran on KKEA-AM 1420 is in the top 10 overall stations among listeners 12 and older -- a significant ranking because the station's target audience is men, 35 and older.

The return of KSSK-FM to No. 1 among 18- to 34-year-olds in the mornings might seem to support the safe-listening theory, but the No. 2 station is KDDB-FM 102.7 "Da Bomb," known for its bawdy music and morning show.

From Monday through Sunday, from 6 a.m. to midnight, "Da Bomb" is ranked No. 1. With 11 percent of the audience, it is the only station with double-digits.

Despite the ratings, morning show co-host and program director Leo Baldwin was fired yesterday morning. Officials would not discuss the personnel matter and Baldwin could not be reached.