I mentioned the same thing to Mike about 6 weeks ago, he’s getting too preachy and is singularly focused. That’s ok for a few days but he has to change the channel. And he has to stop taking calls from the same 6 people ffs!!!
Rafe Mare was like this in his last year at NW with his single focus rants about fish farms. When they start losing listeners is when they’ll realize he needs to change it up. I’m starting to listen to Mike Smith a bit more as a result
An ex-Vancouver radio jock who is a good friend of the family, and who worked for nearly 45 years in radio everywhere from CFAX to CFUN, KISS-FM as well as CKNW in his last years, told me a few years ago that although Rafe was a titan at his peak at 'NW, in his later years he really did take a leap off the deep end re: the fish farm issue.
Well known as a life long fly fisherman Mair was indisputably an expert on the state of BC fishing generally including the destructive impact of fish farms; regardless when one has a broad mass audience to play to it becomes tedious and repetitive when the on-air personality beats the same drum over and over and over. I also love fishing - but I wouldn't want to listen to the same op-ed each day, every day, especially when there are so many other potentially interesting subjects of interest to a wider domain especially in BC where politics is a wild west topic at the best of times.
The days of a radio jock carving out a long career with the same station are long gone with consolidation and mergers and buy outs in the industry, so yeah Sterling is well advised IMO to gear it down and throttle back. Lots of far higher profile, better known - and influential - on air personalities than him have been shown the door once their welcome is worn out.