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Classics listeners tune in for surprise

WGUL-AM 860, which used to play standards like Sinatra, started its new format by playing speeches by conservative American leaders.

By TAMARA EL-KHOURY
Published August 16, 2005

East Lake resident Bob Vaughn got in his car Sunday and as usual, tuned in to WGUL-AM 860. He was looking for Duke Ellington, Frank Sinatra or Ella Fitzgerald.

Instead, he got Ronald Reagan.

"I've been a listener of GUL for a number of years because they play that old stuff and I'm old," said Vaughn, 75.

He listened to a recorded Ronald Reagan speech for half an hour, wondering where the music had gone.

It's gone for good. Now Vaughn might have to settle for CDs. In February, Salem Communications Corp. bought Tampa Bay's WGUL-AM 860 and WLSS-AM 930, which serves the Sarasota, Brandon and Venice market, for more than $10-million from Carl Marcocci's WGUL-FM Inc. WGUL-FM, which has offices in Palm Harbor and a transmitter in Safety Harbor, still owns seven radio stations in the Tampa Bay area.

"We've owned it since the '70s," Marcocci said of WGUL-AM 860. "We sold it because we just were getting our heads kicked in by some of the big boys."

Friday, WGUL's on-air personalities said a final goodbye, ending the program with a duet by Bob Hope and Shirley Ross.

The song was Thanks for the Memory.

Then Salem Communication began its programming with Air Force One, continuous speeches by conservative American leaders including the Great Communicator and both the current and past presidents George Bush.

The speeches are temporary. A regular talk lineup of syndicated shows and local news, weather and traffic begins Aug. 22. The roster includes former Secretary of Education William Bennett, pundit Mike Gallagher and Bloomberg Business News.

The transition was quicker for WLSS-AM 930, which began its talk show programming Monday. Its transmitter is in Sarasota.

Based in Camarillo, Calif., Salem Communications is focused on Christian and family themed programming. The company has two other radio stations in Tampa Bay and a total of 104 stations nationwide.

Salem's two other Tampa Bay stations are WTWD-AM 910 and WTBN-AM 570. On those stations, past WGUL-AM 860 listeners will hear the familiar voice of radio personality Les Foerster who will now work as a radio personality for Salem Communications.

Foerster, 62, a born-again Christian and jazz aficionado said he planned to work for a Christian radio network once he retired.

"I've been in the music radio business for 45 years," Foerster said. "This is all new for me. For the first time in my career, I go in to the radio station and I don't play any more music."

Although his last job was hard to leave, Foerster said he is excited about his new one. He started Monday.

"I was as nervous as a teenager on his first date," he said.

He works out of the company's new $3-million Tampa studio on W Laurel Street. The new WGUL-AM will continue to use the transmitter in Safety Harbor, which broadcasts in Pinellas, Hillsborough, Pasco, Polk, Manatee, Sarasota and Hernando counties.

Chris Gould, general manager for Salem Communications in Tampa said the acquisition is part of the company's strategy to tap the top 20 radio markets in the country. The Tampa Bay area was ranked 19 by Arbitron, a media and marketing research firm.

What about the strategy of running a continuous stream of speeches?

"Our thought was to serve the community and give them a chance to hear the greatest communicator and other great leaders who have occupied the White House as a service to the greatest generation," Gould said. That strategy might need some tweaking. Vaughn said he has switched to another station, WFLA a conservative newsradio station.

[Last modified August 16, 2005, 01:29:18]