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Posted by Wondering on May 17, 2009 at 16:18:36:

Radio personality Jane Matenaer gives on-air goodbye after being axed

Posted: May. 15, 2009 | Tim Cuprisin

Veteran Milwaukee radio personality Jane Matenaer has been dropped by WMYX-FM (99.1) as the station looks to improve the morning show ratings.

The Entercom-owned station announced the change in a rare but classy move: a recorded farewell from Matenaer, who would have celebrated her 25th anniversary on the air this August.

"As of today, WMYX and I are parting company. In an industry known for its volatility, no one has been more surprised than I at my longevity at the station," she said in the two-minute recorded statement that aired Friday. "While, at this point, I don't know what direction my life will take, I do look forward to the future and new possibilities and opportunities."

Radio personalities are often axed without a chance to say goodbye, generally because of management fears about what they might say into an open microphone. Usually, the only place you can find out what happened to a familiar voice is in Inside TV & Radio.

General manager Alan Kirshbom says the move was not part of the waves of firings in radio because of the industry's overall financial state.

"If it were a financial reason, I would have flipped the switch on a syndicated morning show," he said. "We will have a live, local morning show continuing on WMYX."

The station has already replaced a local afternoon show with Ryan Seacrest's syndicated program from 4 to 7 p.m. weekdays.

WMYX was in eighth place between 6 and 10 a.m. weekdays among men and women ages 25 to 54, as measured in the first-quarter Arbitron ratings. It was tied with the old WKTI for ninth in the first quarter of 2008. That station, now WLWK-FM, was tied for sixth in the latest ratings.

But Kirshbom says WLWK's performance isn't the reason for the morning change.

WMYX is advertising for a new personality to join Kidd O'Shea on the morning show. The station broadly targets female listeners ages 25 to 54, focusing more tightly on the 25-to-49 demographic.

Matenaer had little to say in addition to her farewell, posted at She said only that her contract renewal was coming up and the station decided not to pick up her option.

She asked fans to follow her on Facebook.

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