Barbara Billingsley, who played June Cleaver on the classic 50s sitcom LEAVE IT TO BEAVER, passed away over the weekend. She was 94. As a kid I marveled at how she cooked and cleaned and always wore a party dress and pearls. My mom never did. But for years it was an honor to be mistaken for Barbara's TV son.
I guess that requires an explanation, huh?
Okay, that means a look back at my checkered radio career...
After being fired from KMEN San Bernardino in late ‘73 I sat out of work for six months. Apparently no one wanted a wise-ass disc jockey with a light voice. I couldn’t even land a gig doing all-nights in Fresno. Ironically, when I
did get an offer it was to do evenings at WDRQ, Detroit. So I wasn’t good enough for market #100 but I was fine for market #4.
More on my actual adventures in Detroit in future posts but today I want to concentrate on my name. No rock station would let me use my actual name (Levine sounded too… uh, “
Red Sea Pedestrian”). And in general disc jockeys had very generic names. Johnny Mitchell. Steve Clark. Bob Shannon. Take any two simple first names and slam them together.
Needless to say, to audiences these disc jockeys were interchangeable. In some cases stations changed personnel but just kept the name. So Bill Bailey could be the afternoon man but over the course of three years that could be four different guys.
In Bakersfield and San Bernardino I was Ken Stevens. When I got the job in Detroit I decided to make a change. I took the moniker Beaver Cleaver.
Why?
I wanted something distinctive. I wanted something memorable. The first time the listener heard, “Hi, this is Beaver Cleaver” I wanted him to say "What the fuck?!" Any major program director will tell you -- if you can get the audience to say "What the fuck?!" you've won.
It was a name everybody knew from the TV show. I figured a lot of people would wonder if I was Jerry Mathers (who played the Beav). This might even prompt some discussion in various Detroit high schools. How often did
you discuss disc jockeys in your high school?
I also liked that the name was easy to say. As opposed to Illya Kuryakin, my second choice (although it would have been fun to hear jingle singers trying to sing Illya Kuryakin).
I’d like to take credit for being the first disc jockey to do something like this, but the truth is I wasn’t. Art Ferguson debuted on KHJ in 1967 as Charlie Tuna. At the time Charlie the Tuna was the cartoon mascot of the Starkist Tuna ad campaign. Whether it was Art’s idea or a program director I thought it was genius.
One other side benefit to “Beaver Cleaver” was that I could use it for double entendres. Remember this was for a teenage audience. I came on the first night and said, “This is the grand opening of the Beaver.” Yes, it was juvenile but my goal was to make noise. I'm sure I got some more "What the fucks?!" with that one.
Anyway, it worked. People did take notice and remember. A few years ago I was having lunch with Tom Hanks. He was saying he grew up in the Bay Area and I mentioned I was a disc jockey in San Francisco at that time. “Who were you?” he asked. When I told him his eyes lit up and immediately he said, “Beaver Cleaver! KYA! Boss of the Bay!” I don’t think he would have remembered the name I used in Bakersfield. (I bet you can't either and you just read it fifteen seconds ago.)
So I used that handle at WDRQ and future stops as a DJ. Later that year I was hired by K100 in Los Angeles. (A year before I couldn’t get arrested in Fresno.) The station was owned by Bill Drake & Gene Chenault, the architects of the KHJ
Boss Radio format that was the rage of the 60s. I was brought in to do evenings, following the Real Don Steele. It was a dream job except I hated the program director. When I say he was clueless, here’s
how clueless:
The day I was slated to debut the station had all of the other jocks hyping my arrival. The PD stopped in the booth and midday guy, Eric Chase jokingly asked if I was going to have Wally and Lumpy join me my first night. The PD said, “What are you talking about?” Eric said, “Wally and Lumpy – the Beav's brother and his dufus friend.” The PD was completely confused. Eric said, “Y’know, from the TV show. From LEAVE IT TO BEAVER.” The PD’s eyes widened in horror. “There’s a TV show?!”
How the fuck could this moron not have heard of LEAVE IT TO BEAVER?
So he calls me into his office panicked. There were already promos on the air. What if we got sued? I tried to calm him down. “If we get sued,” I said, “it’s the best thing that could ever happen to us.” Now he was really perplexed. I reasoned that in the
highly unlikely event we were sued this would become a big story. The local TV stations would probably cover it. K100 would get more free publicity than it could ever imagine. I would stop using Beaver Cleaver and the station could invite listeners to come up with my new name. Fortunately, owner Bill Drake thought that was brilliant and I was allowed to keep calling myself
Mrs. Cleaver’s Beaver. For the record, I was never sued. And continued to use the name until 1980. By the way, Frank Bank, who played “Lumpy”, is now Jerry Mathers’s investment adviser.
