Dodgers Hope Old Fans Will Touch That Dial

I remember my mother in the kitchen, listening to “Stardust” on the radio.

One Monday morning, she turned on her favorite station and was startled to hear the Beatles and Rolling Stones. For her, that was the day the music died.

If she had thought about it, she would have realized that also was the day she no longer was considered a primary target for advertisers. The station manager no doubt decided he needed to attract a younger audience.

My mother didn’t think about it. She turned the dial to an all-news station, where it remained for years.

Therein lies the Dodgers’ dilemma.

They know that to assure potential investors that baseball will be a more vibrant business at the beginning of the next century than it has been at the end of this one, the Dodgers must appeal not only to Generation X but Generation Next. But how can they do that without alienating their current fans?

I’m sure the Dodgers thought about that before the recent announcement that they are switching after this season from KABC to KIIS-AM. It was a bold move, signifying that they are reaching out to an age group that doesn’t automatically think of U2 as a putout by the catcher.

“Major league baseball has fallen behind football and basketball,” said Tommy Hawkins, the Dodger vice president in charge of communications. “One reason is that we haven’t done a good job regenerating our audience.

“There were other factors in our decision to go with KIIS, but one of them was that we think they will give us access to younger people.”

To transform them into fans, the Dodgers must entertain them when they come to Chavez Ravine. Sooner than later, Hawkins said, that means the crack of the bat during batting practice will be accompanied by Nine Inch Nails.

Does that mean the eventual demise of the organ at the ballpark, I asked.

“I’m going to miss it,” Hawkins said.

If these were the new, presumably corporate, owners speaking such heresy, the outcry would be even more deafening than when Disney introduced cheerleaders to Angel games. But since they’re still Peter O’Malley’s Dodgers in charge of this inevitable transition, we trust it will be done with respect for their loyal fans from Generation Ex.

O’Malley hasn’t sought my advice, but I would tell him to move slowly, field a competitive team and continue grilling the Dodger Dogs.

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How times change. When they meet tonight at the Sports Arena, it’s the Boston Celtics, not the Clippers, who look like a lottery team. . . .

Where might the Clippers be in the standings if they had Glen Rice, the All-Star game MVP? . . .

In 1989, Miami drafted Rice fourth in the first round. With the second choice, the Clippers took Danny Ferry. . . .

Five years later, the Clippers had another chance to get Rice. Needing to move Danny Manning, Vice President Elgin Baylor reportedly worked out a deal to send him to Miami for Rice and Willie Burton. Owner Donald Sterling, according to the reports, wouldn’t go for it. . . .

Are you ready for some figure skating? ABC, which a few years ago commissioned Hank Williams Jr. to compose and perform the “Monday Night Football” theme, has gotten another country star, Suzy Bogguss, to do the same for its coverage this weekend of the U.S. figure skating championships from Nashville. . . .

The Angels unveil their new uniforms today. According to an informed seamstress, they are “cutting edge.” . . .

Joe Bugner, 46, who went the distance 22 years ago in a championship fight against Muhammad Ali, is the 11th-ranked heavyweight by the World Boxing Assn. . . .

On the menu at Mike Ditka’s newest restaurant in Chicago, Iron Mike’s Grille, are Black & Blue Tuna Puttanesca, Cowboy T-Bone, New Orleans Barbecue Shrimp, Frozen Tundra Seafood Platter and Fridge Burgers. . . .

UCLA will retire offensive tackle Jonathan Ogden’s number 79 during halftime of the Bruins’ Feb. 19 basketball game against USC at Pauley Pavilion. . . .

In the year before he is supposed to defend his Olympic downhill skiing title, the United States’ Tommy Moe cut his hand on a broken glass at a bar and is out for the season. Where were Curly and Larry?

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While wondering if I feel safer now that Riddick Bowe has reported for duty, I was thinking: Bugner is underrated from what I’ve seen of the heavyweight division lately, Bill Belichick needed more time to turn around the Jets, it’s refreshing to write a column without mentioning Dennis Rodman.