More on why Bruce Kelly left WMXJ -- and a move by Javier Ceriani, too

Last week's news that South Florida oldies station WMXJ had canned its morning man Bruce Kelly less than a year after he took over for the legendary Rick Shaw was startling. Majic, as the station markets itself, almost never makes abrupt personnel moves -- three of its DJs (Mindy Lang, Ron St. John and Joe Johnson) have been there 20 years or more, which is about seven lifetimes in the radio business.

WMXJ's general manager, Bob Hamilton, wasn't available the day Kelly was axed, but he didn't shed much light on the subject this week, either. "The rationale behind it, I can't go into, but it just didn't work out," Hamilton said -- though he did confirm that Kelly's ratings were flat and the station wasn't happy about that.

For now, the morning show is being done by the veteran Johnson along with Kelly's former partner Donna Davis. But Hamilton said WMXJ is looking outside for a replacement. It took the station six months to name Kelly to replace Shaw "but I don't expect the search to go on that long this time," Hamilton said.

In another musical-chairs shuffling of Miami morning men, flamboyant Javier Ceriani is moving his Zona Cero show from Spanish oldies station WCMQ (Clasica 92.3) to Spanish adult contemporary WRMA (Romance 106.7). Both stations are owned by the Spanish Broadcasting System, so it's really an in-house move.

Comments

[Marcelo]

Ron Hamilton's comments about Bruce Kelly are bunk. Rating's flat ? Hello, the economy is in the tank, there's more movement in sludge. In this economy, a station like WMXJ, where I can hear the same song 11 times in the same week, needs someone like Bruce Kelly to make things interesting. Of course, people here in SoFla have gotten used to the other anchors because they've been around so long, but the fact is that Bruce gave that station something it had been SORELY needing....a good kick in the rump !

Way to go Ron Hamilton, you've lost ANOTHER listener.

[R. A. Carcelli]

I have been listening to Majic every weekday morning for years on my way from Hollywood to Miami. I found Bruce Kelly's quirkiness surprising at times but mostly full of light hearted humor. I enjoyed hearing the spontaneous laughter that Bruce generated from Donna and Libby. I guess the Beatles are more important than a entertaining radio announcer. By the way, what is with you guys and the Beatles? If I hear Hey Jude one more time... Oh well, I used to turn off the sound when a Beatles song came on (which was way to often) now I guess I won't bother with the station period. I hope Luv94 will take me back.

[RICH SPIVEY]

I see only positive remarks about Bruce here. Add my Daughter and I to the negative side. We tried very hard to put up with his irritation. Lending most of it to missing Rick Shaw, we we still neve got accustomed to his Egotistical manner. Count 2 of us on the "Glad he is gone side".

Sherri Barr is my Daughter

[fci]

Good job Bob Hamilton!
Now I can listen to your morning show again.
Bruce was smary, arrogant and just plain difficult to listen to. I stopped listening a week after he started because he is bombastic, abrasive and annoying. Now it is safe to listen again!

[Coralman]

Now that Kelly is gone, I can once again set my fm tuner to 102.7 instead of 104.3 in the morning.

[Chikonas Family]

Stupid,Stupid,Stupid ! We are a family of four children and parents who would listen every morning to Bruce and Donna. Alot of people are right on ! They had a chemistry and our whole family could listen. We will not anymore and I agree we will listen to Bruce wherever he show up in south Florida. WE ARE PRAYING FOR YOUR RETURN BRUCE !

[MSL]

Count me as one relieved that Bruce is gone. His manner was obnoxious, self-centered and just plain dumb. Talk of his family was tedious. I moved to the area in '04 and started out with Rick and Donna and it was a itough transition to Bruce and Donna--like fingernails on a chalkboard. Each morning I'd give it a new try and it was consistently unpleasant the way that he would interrupt and interject himself in so many inappropriate ways. The new Majic in the Morning is a step in the right direction.

[MARINA]

I am very sorry, but the thrut is the truth. I was a bit dissapointed in listening to Bruce in the morning and it did change the morning show. He just did not have that " Special " approach. I guess maybe he tried but did not get across very well. I hope he finds a position that he and his employeers and audience can enjoy.

[J. M. Silvers]

It's not the first time Majic had an obnoxious morning show. Bill Neil & Ron Hersey from 95-97 (after Sonny Fox left) is one example. Remember their stupid "Harriet from Tamarac" bit? Rick Shaw at that time was the weekend and fill-in host, and it was more of a morning show when he took over.