San Diego’s Ex-Mayor Scores a hit as Host of Radio Talk Show

A local radio station’s decision to hire former Mayor Roger Hedgecock as a mid-afternoon talk show host after Hedgecock’s felony conviction began to pay dividends this week, when quarterly Arbitron ratings showed a dramatic leap for KSDO-AM.

The station’s jump from fourth to second in the afternoon time slot that includes Hedgecock’s program and from sixth to second overall brought gleeful reactions from the station’s management and from the neophyte radio personality himself.

“I’m very delighted,” Hedgecock said. “I’ve been picking up the pieces of my life and trying to put it back together. And bouncing back this quickly is very gratifying.”

He added: “This is the best (time) talking to reporters I’ve had in years.”

Station executives who hope to profit from the audience Hedgecock is drawing were beaming about the experiment that three months ago brought static from listeners angered about a convicted perjurer on the airwaves.

Hedgecock was sentenced last December to a year in local custody on a 13-count felony conviction stemming from illegal 1983 campaign contributions. His sentence was stayed while he appeals.

“He was involved in so many aspects (of government) ... it just makes you a more interesting person to call in and talk to,” said Lou Fernandez, general sales manager for the station. “That’s the value of Roger Hedgecock.”

“I honestly believe that if this guy ran for mayor tomorrow--and could run for mayor--he’d win,” said Hedgecock’s producer, Doug Young. “He’s got a tremendous following in this town.”

The show features open phone lines from 12:15 p.m. to 1 p.m., followed by interviews and phone-in calls to a guest from 1 p.m. to 2 p.m. and more open phone lines from 2 p.m. to 3 p.m.