Atlanta Radio: Morning Host Jimmy Alexander OUT At WSTR

Jimmy Alexander

Star 94 has dropped Jimmy Alexander from its struggling morning show after 21 months.

According to media writer Rodney Ho at ajc.com, his agent Norm Schrutt said Star had informed Alexander they were not going to pick up his third-year option but gave him the opportunity to stay through the end of his contract in December or leave the air to seek new climes immediately. He chose the latter.

Alexander’s final day on air was Sept. 5. Star allowed him to say goodbye on air.

Cindy Simmons

His co-host Cindy Simmons will remain. Star is now seeking a replacement for Alexander.

It’s easy to see why Star management made this move: however much Simmons and Alexander liked each other, listeners weren’t connecting with them. Ratings starting falling off in the spring of 2013 and have yet to recover. Among 25 to 54 year olds, the morning show share had dipped to 2.2 in July, ranked 17th, the lowest I’ve ever seen, based on Nielsen Audio numbers. (In August, their share moved back up to 2.8, ranked 16th, but by then, Star management had made their decision.)