The "Sage of South Central" is back on the air.
Larry Elder, who was dumped by talk radio KABC (790 AM) in 2008 by a previous management team, is back on the station as of this Monday, Sept. 27. Elder will run from 9 a.m. to noon, taking the slot previously held by "Frosty, Heidi and Frank," who have been canned by the station.
"The final piece of the puzzle putting KABC back to a position of dominance in the Los Angeles TalkRadio arena is in place," said KABC president/GM Bob Moore.
Well, that's throwing it on a bit thick. Once-dominant KABC is such an also-ran in the L.A. market Arbitron ratings that it would take a near-miracle to get the station competitive again.
More from KABC:
A social liberal, Elder is a true libertarian, supporting the legalization of drugs and a woman’s right to choose. He is against gun control, and believes in eliminating public welfare, entitlement programs, race and gender-based affirmative action policies and minimum wage. Referring to himself as “The Sage from South Central,” Elder engages his listeners and political and cultural leaders in meaningful debates over race, government, personal responsibility and education.
"Having Larry rejoin our station is the first step in returning KABC to the market dominance it has enjoyed,” said KABC program director Jack Silver.
OK, that's a bit more reasonable of a statement. But it's still a long climb for KABC. Elder will air between Peter Tilden's morning show and Sean Hannity's syndicated show.