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Milhaven out at KMOX.

Article Excerpt
Total Information PM" is about to sound totally different. KMOX (1120 AM) has notified McGraw Milhaven that his contract, which expires on May 31, will not be renewed. Milhaven works a solo shift from 3-4 p.m., and is joined by Carol Daniel from 4-6 p.m.

Milhaven came to KMOX more than three years ago as the overnight personality, after hosting an evening talk show on KFAB-AM in Omaha. Insiders say Milhaven was informed that the station did not plan on renewing the contract several weeks ago, apparently to give him time to find another position. The station is publicly seeking a replacement.

While some listeners and media may wonder why the affable host was not renewed, it was clear that something needed to change in the afternoon slot. The numbers on KMOX overall remain strong, but the afternoon time period has been losing listeners. There is also speculation that Larry Conners' 2-3 p.m. show will also be dropped in favor of a single host and program between 2-6 p.m.

KMOX scored its 112th consecutive number-one ranking in the Arbitron ratings as of the Winter Book. It is a national record that goes back more than 30 years. That is an amazing feat for any radio station. But the station has lost listeners in afternoon drive, so the shakeup is not surprising.

Most of the losses are among listeners between 25- and 34-years old, which have never been KMOX's strong suit. The station is still on top with total listeners in its 35-54 target demographic.

So where are those listeners going? It doesn't appear they are going to KTRS (550 AM). "The Big 550" has...