It's 8 p.m. in Cleveland. The Lake Erie waterfront is long since dark, the wheels of industry are stilled for the night, the Polish-sausage men have vacated the streets, and the voice of Pete Franklin—Jack the Ripper of sports-talk radio—once again stalks the airwaves.
"Hello, Pete? This is L-L-Lenny from Akron. I'm a first-time caller."
You can tell poor Lenny is nervous. He has the voice of a Parris Island recruit addressing his drill instructor. "P-P-Pete, I'd like to talk about truck pulling," he says. "You know, where they put r-r-ropes on trucks and pull 'em around?"
Franklin recognizes a loser when he hears one. He can sense if a caller is about to whimper. "Well," Franklin says, "let's be articulate here. Don't just say 'trucks.' What the hell kind of trucks you mean? Double bottoms? Twelve-wheelers?"
"P-P-Pickup trucks, Pete. You know, you put ropes on 'em and pull."
Franklin pauses for effect and then swoops in for the kill. When it comes to interrogating witnesses, he makes Howard Cosell sound like a choirboy. "Tell me something." he says. "Has anyone ever pulled on your brain and found anything there?"
"No," the caller says tremulously.
"That's what I figured!" Franklin roars. Boom! His finger hits the red disconnect button, and Lenny the truck puller is sent deadheading, as it were, into the night, never to be heard from again unless he's a glutton for punishment and calls back for more.
This kind of scene is repeated a half dozen times a night on Franklin's enormously successful five-hour-long Sportsline show for WWWE, a 50,000-watt clear-channel station that can be heard at 1100 kHz in 38 states and parts of Canada. A writer for The Cleveland Plain Dealer once wrote that Franklin, 53, is "loud, boastful, obnoxious, rude, fawning, mercenary, exhibitionistic and overbearing." He was only half right. Sweet Pete is also brilliant, vulgar, informed, profane, fascinating, cruel, leering and funny—once you realize that 90% of his insult-the-caller routine is contrived to keep the show moving.
"A lot of it is show business," admits The Mouth. "I yell at some guy, dress him down, call him a Communist, that's what people will remember—the social faux pas. You analyze it. What did I do? I spoke to some anonymous person and called him a dum-dum. All I did was violate someone's sense of propriety."