War OF THE Words : KMPC and XTRA Are All Talk--Sports Talk, That Is--as They Battle for the All-Important Male Listener, Age 25-54

There is a policy at XTRA: Never mention another radio station, especially KMPC, on the air.

Off the air is another story altogether.

Off the air, Howard Freedman, vice president of programming for Noble Broadcasting Group, which owns XTRA, will calmly accuse KMPC management of trying to steal his talk-show hosts and producers. He also questions KMPC’s choice of on-air talent, criticizes its programming, wonders about its audience, mocks its lack of nighttime wattage and predicts dreadful rating results for its two-month-old sports talk format.

“They’re going to be very shocked,” Freedman said of the Arbitron ratings, due to arrive Monday or Tuesday. “In fact, I think KMPC is going to be in for a real surprise when they see their first couple of ratings books . . . even their first year of ratings books. They’ll find out how much easier it is to lose audience than to build audience.”

To which Len Weiner, KMPC program director, replied: “He’s probably right. They’re going to kill us.”

Since KMPC switched to all-sports programming April 27, Weiner has seen his efforts hampered by infighting, second-guessing and, most recently, the abrupt resignation of midday host Todd Christensen. Nor did it help when the Los Angeles riots erupted two days after the format change.

But if Weiner is disturbed by the probable results, he doesn’t show it. That’s because the latest ratings will reflect audience share measured in March, April and May--months in which KMPC was making the transition from its big-band format to sports talk.

“We’ll have a month of music, a month of rioting and we’ll have a month of (sports programming),” he said. “I am predicting (XTRA) will win outright. We’re not expecting to see anything for at least a year. To think we could come in here and put the market on its ear in four, five, six months is ludicrous.”

KMPC held a lead over XTRA in the winter ratings, which came before the station’s format switch. According to the figures, based on the 12-and-over age bracket, KMPC attracted 40,600 listeners during any 15-minute period in Los Angeles, compared to 7,400 for XTRA.

Both stations want the same thing: male listeners 25-54.

“Madison Avenue has decided those are the people who are spending the money,” Weiner said.

Attract those listeners and you attract advertisers. Attract advertisers and you make money. Simple.

But Freedman said KMPC’s weaknesses today will remain its weaknesses tomorrow, as well as six months from now. The Freedman hit list:

--Broadcast range. XTRA is a 50,000-watt station whose signal reaches well into Los Angeles day and night. KMPC is 50,000 watts during the day, 10,000 at night.

--Audience potential. According to Freedman, KMPC’s former listening audience will abandon the new sports programming.

“(The KMPC audience) is all old ladies and all old men that don’t give a hoot about sports,” he said.

--Stability. XTRA has it, KMPC doesn’t--at least, not yet, Freedman said.

“Their programming is the most juggled lineup of people you’re going to get,” he said. “Every day it seems like they have a different lineup.”

--Talent.

“They brought in big names, but did they really get the bang for the buck?” Freedman asked, adding that KMPC had tried to hire “every one of our people. They made a run at everybody, including all of our producers.”

Weiner declined comment . . . at first.

“I’m not into wars, really,” he said.

That’s not entirely true. Pressed about the charges of raiding, Weiner became anything but a pacifist.

“Every single person at (XTRA) approached me for a job,” he said, noting that two more resumes from XTRA personnel arrived only days ago. “I do not tamper with people. (Afternoon drive-time host) Lee Hamilton is the only guy who didn’t contact us.”

Freedman said he expects XTRA to see slow but steady growth in the San Diego and Los Angeles markets. Weiner said KMPC will survive its growing pains and eventually battle XTRA on equal ground. Educated guesses, nothing more.

“Listeners,” Freedman said, “will make the ultimate choice.”