The Orlando Sentinel from Orlando, Florida • Page 94

iocdtoin) Biros. ttM fiw Stoni ffainis I ,11 1,1 I. .1 L. t.l And the winner is Rush Limbaugh might be a big, fat idiot, as comedian Al Franken says. However, he's also the nation's top-rated radio talk host, according to the latest bi-annual survey conducted by the trade magazine Talkers.

Limbaugh reaches "at least" 15 million listeners a week, which puts him ahead faf Dr. Laura Schlessinger (at least 14.5 million) and Howard Stern (at least 9 million). In March, Talkers had Limbaugh in third behind Schlessinger and Stern. And we all know who's responsible for the Limbaugh jptte uAuut uauca auu uawujr talk is part of the Ho- ward Stern success for mula. You wouldn't expect that approach from a show on Orlando's 580 AM (WDBO), even with the temptation to compete with Stern-induced ratings success at competing Real Radio 104.1 FM (WTKS).

WDBO traditionally and wisely has steered away from Real Radio's outrageous territory. But this week, a new TV advertisement for WDBO's locally produced Gordon Brothers Weekend Revue makes a lusty move for Stern listeners on WTKS. For the uninitiated, the Gordons are three thirtysomething siblings radiologist Doug and attorney Jason, both of Cocoa Beach, and orthopedic surgeon Scott of Kissimmee. They dispense off-the-wall topical humor and skits from 9 to 11 p.m. Saturdays on WDBO sort of a Saturday Night Live for radio.

The trio is making an unabashed play for Stern listeners in a 30-second commercial that started airing Monday on Stern's 11 p.m. show on Entertainment Television. In what looks like a phone-sex ad, a Gordon brothers are paying for pitches the WDBO talk show. not the Gordon Brothers audience," she said. "I respect anyone trying to make it in this business, but what they are doing is not Real Radio, not by a longshot." What's new at WTLN? There's been a transformation, of sorts, at religious station 1520 AM (WHIM), the station that until recently had been WTLN.

The new WHIM is now calling itself "Christian heritage radio" because it features more traditional church music. "We're really the first format like this," says operations director John Adams. "We're playing old favorite hymns like 'How Great Thou Art' and 'The Old Rugged Cross' for ages 55 plus." Meanwhile, the other WTLN at 95.3 FM is pointing listeners toward 950 AM, formerly kids station WZKD. That station is airing a mix of traditional gospel and softer contemporary Christian tunes. As you might remember, Cox Radio Inc.

is awaiting Federal Communications Commission approval for a $14.5 million deal to acquire WTLN-FM from Alton Rainbow Corp. of Orlando. Word is that the second part of that deal, the sale of 950 AM to Alton Rainbow for $500,000, already has been approved. In April, lawyers for Smooth Jazz 103.1 FM (WLOQ) filed petitions with the FCC to block the deal. Speculation about what Cox might do with WTLN-FM has been a hot topic among radio insiders.

Rumored formats range from Hispanic to a Contemporary Hits format to compete with ratings powerhouses 101.9 FM (WJHM) and 106.7 FM (WXXL). Guess we'll have to stay tuned. ads, although program director Pete Spriggs did approve them. The Gordons are paying for them out of their own pockets. Robert Jensen, the Gordons' New York-based manager, said he wanted to buy radio ads on WTKS.

When they didn't cooperate, he did the next best thing. "We spent a ton of money on this," Jensen says. "We are buying as many spots as possible on Howard Stern's show for 10 weeks during the fall ratings." In addition, the spots are airing on the Comedy Central game show Win Ben Stein's Money, music channel VH-1 and CNBC. It's a campaign that is running into tens of thousands of dollars. "There's no budget for this," Jensen said.

"We're going to keep doing it until we get the message across." For its part, WTKS doesn't seem to feel the heat. "They can take a shot at us if they want; I'm flattered by that," said Real Radio assistant program director Carol Ded-man. WTKS plays music on the weekends and isn't concerned that its listeners will turn to WDBO, she said. "Our weekend audience is Commercial appeal. The ad in which' breathless blonde well-endowed blonde proclaims her affection for the brothers with an obvious swipe at WTKS.

"Some so-called talk radio stations play music on the weekends," she complains, before breathlessly proclaiming the Gordons as "the best talk radio I ever had." WDBO isn't financing the PEACHES OMNI MUSIC MUSIC 4 LESS (407)833-3900 wwMlckatnrasttr.com surge. "The Monica Lewinsky era has given a surge to political talk radio," says Talkers editor Michael Harrison. The numbers are significantly Limbaugh lower than in March for all the shows, but that doesn't mean there are fewer listeners, Harrison said. The magazine changed its counting method to more closely match Arbitron figures. Now hear this.

Orlando radio vet Kathy Aparo has departed Cool 105.9 FM (WOCL) for Beantown where she will work for Boston's adult contemporary Magic 106,7 FM (WMJX). Before her recent stint at Cool, Aparo was the midday host for five years at Orlando's Magic 107.7 FM (WMGF). She's joining her hubbie, who has been in Boston since July, working for a regional airline Star 94.5 FM (WCFB) will broadcast a political town hall meeting at 7 p.m. Oct. 25 from the Orlando Urban League headquarters.

Confirmed participants in the event, organized by midday host Joe Davis, are District 6 Orange County Commission candidates Homer Hartage and Charlene Mitchell; 3rd District House of Representatives foes Corrine Brown and Bill Randall; and state senatorial candidates Buddy Dyer and Dean Mosley. Jim Abbott welcomes your questions and comments. Phone: (407) 420-6213. Mail: The Orlando Sentinel, 633 N. Orange Orlando, 32801.

E-mail: jabbottorlan dosentinel.com WCu YOffrs Eve December 31 8am Our customer service department can be reached anytime anywhere. Call us at 407420-5353. With your home PC, you can interact with us by logging on to www.orlandosentinel.com and going to the Customer Service area. I FtoKaima event TJ 15 with METROPOLITAN CNTEHTAINMCKT GROUP BOOKM EHmTAIMMKNT COMPANY 16.