Jay Severin returns to Boston’s airwaves

Four months after being fired by WTKK Radio (96.9 FM), Jay Severin is returning to the air — this time with WXKS (AM 1200), a Clear Channel-owned station that has tried to build a talk-radio alternative around nationally syndicated right-wingers like Rush Limbaugh, Glenn Beck and Sean Hannity. The Boston Herald reports today that Severin will helm afternoon drive (3 to 6 p.m.) starting this Thursday.

Severin, who has a long history of making incendiary racial and sexual remarks, was canned after a preening, offensive monologue about his alleged swordsmanship with interns. More to the point, I suspect, was that his ratings had plummeted, making it hard to justify his reported $1 million salary. No word in the Herald as to what Clear Channel is going to pay him.

Rob Eno wonders if Severin might actually beat his replacement at ‘TKK, Doug Meehan, since Severin will be following Limbaugh — “gold in the talk radio game.” (Meehan’s lead-in is Michael Graham, so I can certainly understand Eno’s reasoning.) Problem is, Boston has always been one of Limbaugh’s weakest markets. Indeed, when Clear Channel converted ‘XKS to a right-wing talk station a couple of years ago, it called itself “Rush Radio.” Now it’s just “Talk 1200,” which suggests that executives don’t see Limbaugh as much of a local asset.

A far bigger issue is WXKS’s weak signal. Though promos tout its 50,000 watts of power, that doesn’t translate into listenability. Driving in from the North Shore earlier today, it wasn’t until I hit Revere that the static finally dropped to a tolerable level. Even liberal talk station WWZN (AM 1510), with its notoriously weak signal, came in more clearly.

As for Severin’s return, it will be interesting to see if anyone cares. Somewhere, Scot Lehigh is quietly celebrating. But I’ve missed it if anyone has been pining for Severin’s return to the Boston airwaves.