L.A. Radio Ratings: The Return of Spanish Radio Dominance? And What's Happening to KFI?

For a second month in a row, KLAX-FM's "El Mandril" locked the No. 1 spot in morning drive among listeners over the age of 12, as well as in the persons 18-34 demo. He was No. 2 with listeners 25-54. Not bad for a morning show that was ranked No. 13 as recently as the end of December.

Also on the rise: KSCA-FM, which rose dramatically in July -- in part thanks to the controversy surrounding the firing of host Eddie "Piolin" Sotelo, who was removed from the show on July 22. In his final month on the air, Piolin rose to fourth place in mornings (and No. 3 with 25-54), having been in 12th place as recently as January.

But Piolin had already been back on the rise in 2013, having jumped from a 3.0 share in January to a 4.2 in April. (Which is why it was clear he wasn't removed for ratings reasons -- and allegations of sexual harassment have emerged.) Have listening habits changed that much over the past seven months? Much more likely, a change in the makeup Arbitron's local roster of Personal People Meter (PPM) users has brought in a few more listeners more likely to listen to Spanish-language radio.

Perhaps the new panel has also lost a few older listeners, as news/talk KFI has seen its share of listeners also tumble. The morning mix of Bill Handel and Rush Limbaugh is still No. 2 overall, but at a 4.9 share-- much smaller than the 8.1 share from August 2012 (granted, during a busy election cycle). The change is much more noticable in KFI's 6 a.m. to midnight listenership: In July, the station averaged a 3.2 share, putting it in a tie for 11th place. As recently as April, KFI was in fourth place, with a 4.3 share.

In morning drive, after KLAX (5.5) and KFI (4.9), KROQ's "Kevin & Bean Show" was third, with a 4.8 share, followed by KSCA (4.4) and KIIS' Ryan Seacrest in fifth (4.0). Among listeners 25-54, KROQ is No. 1 (6.8), followed by KLAX (6.5), KSCA (4.7), KIIS (4.6) and a tie between KBIG's Valentine and KBUE's "Don Cheto" (4.5).

Overall, from 6 a.m. to midnight, KBIG continued its winning streak with listeners 12+ (5.3), followed by KIIS (5.1), KOST (4.6), KAMP "Amp Radio" (4.4) and KPWR "Power 106" (4.2). With listeners 25-54, KBIG led (5.7), then KIIS (5.2), KROQ (4.5) and a tie between KSCA and KAMP (4.1).

Los Angeles Magazine Hunts for "Mister L.A."

Which showman mosts personifies L.A.? Los Angeles magazine, which last year made waves for its 64 Greatest Things in L.A. poll, is this time looking to crown Mr. LA.

The candidates include Bob Baker, Eli Broad, Huell Howser, Magic Johnson, Jay Leno, Steve Lopez, Chris Nichols, Charles Phoenix, Wolfgang Puck, Kevin Roderick, Vin Scully and Eddie "Piolin" Sotelo.

Of course, there are plenty of names that didn't make the list -- what about Stan Chambers? (Of course, that would add one more old-white-guy to a list chock full of 'em.) But that's the point -- getting the conversation going.

Over at LA Observed, Roderick admits to being a bit embarrassed by the attention, and throws his lot behind Vin Scully. And Metblogs LA writers and readers toss a few more names out there: Ray Bradbury, Beck, Eric Garcetti and Jonathan Gold.

I'd also toss out Tom LaBonge -- but it appears that he was left off the list because the magazine actually crowned him "Mister LA" in their April issue. The mag said it was that designation that sparked this new poll. (Now, is "Ms. LA" to come?)

New Face in Los Angeles Morning Radio

Hot 92.3 (KHHT-FM) -- the "oldies and today's R&B" station (featuring Art Laboe with his low-rider oldies at night) announced a new morning drive DJ on Wednesday: Victor Zaragoza.

The mostly unknown Zaragoza comes to Hot 92.3 from San Francisco, where he was a DJ for Wild 94.9 (KYLD-FM). Both KYLD and KHHT are Clear Channel stations.

Zaragoza takes over on Aug. 13. He replaces "The Morning Jamz Session" show, hosted by Diana Steele, Rico and Damon Knight. (Steele and Rico have left the station; Knight remains as the station's music director).

KHHT's press release claims that Zaragoza is the only Latino hosting a morning show on a "general market station in Los Angeles," but that's not quite true: Indie 103.1 (KDLD/KDLE) morning host Joe Escalante is half Mexican.

Besides, in L.A., what does "general market station" mean? The market's No. 1 station is KSCA-FM 101.9, and its No. 1 morning DJ is KSCA's Spanish-speaking Piolin.

Meanwhile, also new to Hot 92.3: 1980s R&B crooner Al B. Sure! (yes, the exclamation mark is part of his name), who takes on middays.