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Why McNeil got the boot
Posted by Ed Sherman at 1/19/2009 6:57 AM CST on Chicago Business
Local sports talk radio fans spent the weekend wondering why WMVP-AM 1000 would decide to part ways with its most valuable personality, Dan McNeil.
Mr. McNeil was the driver of the afternoon show, teaming with John Jurkovic and Harry Teinowitz to consistently generate some of the best ratings for sports talk in Chicago. Yet Friday, WMVP told Mr. McNeil that his services were no longer needed, declining an option to pick up the final year of his contract.
Full disclosure: I am writing a book with Dan McNeil on Chicago sports.
Now, Mr. McNeil hardly was the model ESPN employee. He had a couple of suspensions, and he didn't drink the company Kool-Aid. He wasn't shy about taking shots at the empire. Those factors did play a role in the final decision.
However, there was another reason: Money.
WMVP GM Jim Pastor wouldn't comment beyond a statement. It included a line, "Given the economic climate, we feel this is the right thing to do." That says a bunch.
Mr. McNeil was the highest-paid local sports talker in town, earning a reported $600,000. That salary made him vulnerable during a period in which ad revenues are declining. There isn't much of an opportunity to fully capitalize on a high-paid host these days. The strategy is to play defense to keep the bleeding in check.
WSCR went through somewhat the same exercise with Mike North last summer. The station wanted to cut his salary in half to the $800,000. Mr. North walked.
WSCR then replaced him in the mornings with Mike Mulligan and Brian Hanley, who combined probably make about half of what Mr. North turned down. WSCR's bottom line feels much better, thank you.
The fact that Mr. McNeil was high maintenance surely made the decision easier for WMVP. But there is considerable risk involved.
For now, Mr. McNeil will be replaced by Carmen DeFalco, who earns considerably less. I'm high on Mr. DeFalco, but he faces a difficult task. He doesn't have the edginess of Mr. McNeil. The afternoon show has a loyal following, and listeners will be mad that Mr. McNeil is gone.
MVP reduced its expenses by shedding Mr. McNeil's salary, but it also figures to lose ratings and, subsequently, ad revenues. And at some point, it probably will have to reinvent an afternoon show, no small task. I wouldn't be surprised if Tom Waddle, who is toiling in the 9 a.m.-noon shift, eventually assumes a larger role in afternoon drive.
As for Mr. McNeil, look for him to land at his old stomping grounds, WSCR-AM 670, shortly after his non-compete runs out in May. He could be reunited over there with Mr. Jurkovic, whose contract runs out this summer.
Exactly where Mr. McNeil fits in with WSCR remains to be seen, but with his drawing power, the station will find a spot for him.
In the short term, WSCR executives also are thrilled. The station doesn't have to compete with Mr. McNeil anymore.
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