Thomas’ son, Philips may be replacements on WKRC

By Robert Riggsbee

(This analysis is being provided exclusively to the Courier by Robert Riggsbee, president of Inside Media in Cincinnati.)

Longtime local DJ Jerry Thomas, 67, is set to retire at the end of December.

Thomas has been a staple in the radio industry for 44 years. He has been a local on-air personality longer than any other Cincinnati radio DJ or show host.

During his radio career, Thomas worked at the former WLWA-AM (550), WKRC-FM (101.9), WKRQ-FM (101.9), and currently WKRC-AM (550) alongside longtime friend Craig Kopp.

Thomas also worked at WKRC-TV (Channel 12) as a co-host of “PM Magazine,” Saturday and Sunday afternoon movies, and “Bowling for Dollars.”

The bottom line is that Jerry Thomas will be very tough to replace. Due to Thomas’ celebrity status and having been one of Cincinnati’s most endearing and popular personalities, he has been in high demand to endorse local advertisers’ products. WKRC-AM has realized significant revenue from the sales department’s ability to market him at a premium, in exchange for Thomas’ agreement to speak on behalf of 55 KRC clients.

There has never been a single on-air personality in Cincinnati who has been the spokeman for so many advertisers over such a long period of time as Thomas. And most likely, that is a record that will not be broken in the future. Quite simply, Thomas has the “Midas Touch,” and that is an art that’s hard to come by.

Clear Channel Communications (NYSE: CCU), WKRC’s owner, has not yet announced who will replace Thomas come January, but it’s most like going to be John Philips, longtime Clear Channel traffic talent – who also fills in when WLW-AM’s Jim Scott is on vacation – along with Jerry’s son, Brian Thomas, who is currently a local attorney.

Brian Thomas has been a guest on his father’s program many times over the past several years, and fills in for Jerry during the month of February when he vacations with his wife. (Thomas has a unique contract that gives him all 28 days off during that month.)

The rumors that Jerry Thomas would be around for a period of time transitioning both Brian Thomas and Phillips into the morning show are no longer being contemplated. All indications are that Thomas is retiring and that he will not be a part of the new broadcast.

The big question on many advertisers’ and Clear Channel executives’ minds is what’s going to happen to all those Jerry Thomas endorsements, and all the big endorsement dollars that were generated through the only “live and local” program on 55 KRC. That revenue will be very difficult to replace, as well.