By Sandy Wells
   The management of CBS, Inc.'s KRLA 1110 AM and KLSX 97.1 FM chose Veterans' Day to introduce the Los Angeles market's fourth AM and fifth general talk station. Former KABC talk vet Michael Jackson made the formal announcement at the Museum of Television & Radio in Beverly Hills.
"I'm thrilled to be with the legendary KRLA," enthused Jackson, adding that his career in L.A. began with CBS radio affiliate KNX 1070 AM in the '60s.
"Imus in the Morning" with Don Imus kick-starts the day on KRLA. The New York-based political satire show arrives from adult standards KLAC 570, AM where it debuted with little fanfare and less promotion in July 1996. Jackson is slated to occupy the 9 a.m.-to-noon spot as soon his KABC contract ends. Afternoons begin with syndicated talk show therapist Dr. Toni Grant. Last summer, KPLS 830 AM was broadcasting an hour of her daily program. Other than her KPLS stint, she hasn't been on in L.A since the "Zone" (KTZN 710 AM) became Radio Disney in 1996. Washington-based G. Gordon Liddy occupies the afternoon-drive shift. Ron Barr entertains on "Sports Byline USA" in the evenings when either the L.A. Kings hockey or Anaheim Angels aren't playing. KLSX's Ed Tyll is simulcast on the two sister stations from 10 p.m. to 1 p.m.
   According to Moore, when Infinity Broadcasting, which later merged with CBS Radio and Westinghouse Broadcasting, bought KRLA and sister station KLSX 97.1 FM in 1994, Infinity CEO Mel Karmizin asked about his plans for 1110. Moore decided against talk at that time because his choice of talent was "obligated contractually."
   Research indicating that listeners didn't want to hear music on AM influenced the recent decision to convert the heritage oldies station to talk.
"Everyone wanted Michael Jackson back," he said. "That came back in every piece of research."
   Although KRLA will be in direct competition with KFI 640 AM and KABC 790 AM, the new station will not hurt KLSX-FM, according to Moore. He said the KLSX audience falls in the 18-to-49 age group and that the average listener is a male, age 33. KRLA is geared to the 18-to-64 crowd. Moore expects the listeners will be evenly split bet between male and female

Michael Jackson




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