On November 24, 1992, Howard Stern pulled off a grand-scale promotional stunt that became a watershed moment in L.A. radio: a public “funeral” for his rivals, Mark Thompson & Brian Phelps, who at the time hosted the #1 morning-show at KLOS‑FM in Los Angeles. The event was staged outside the Palace Theatre (Los Angeles) (in the Vine & Yucca area of Hollywood) and drew thousands of fans.
Background: The Build-Up
By mid-1991, Stern’s syndicated show on KLSX‑FM had entered the L.A. morning drive-time slot, directly challenging Mark & Brian’s dominance. Stern publicly vowed that once he overtook them in the ratings, he would hold a “funeral” for them. By late 1992, the ratings showed Stern had achieved his goal, and he followed through with the event.
The Spectacle: What Went Down (Mark and Brian Funeral)
- The event site—on a public street in Hollywood—was large enough to require street closures (Vine & Yucca) and the deployment of about 50 police officers for crowd control.
- Although no tickets were sold, the station reportedly spent around $110,000 mounting the event.
- Thousands of fans showed up: the police estimated about 5,000, while Stern claimed 25,000.
- Stern dressed as a Roman emperor, and fans pulled him in a chariot along with light-hearted spectacle and stunts. The “rival” duo were represented by dummies which were “guillotined” with fake blood spurting.
- Fan costumes and provocative props (a ten-foot papier-mâché phallus, costumed attendees, women on men’s shoulders, etc) added to the carnival-like atmosphere.
- Stern used song parodies and invited amateur performers to mock Mark & Brian on-stage.
Immediate Reactions
- Mark & Brian themselves reportedly did not directly respond to the stunt. Their station’s program director said something to the effect of: “I hardly think they’re finished… This is Howard’s shtick.”
- The stunt received broad media coverage and helped solidify Stern’s brand as the brash and disruptive “shock-jock” of morning drive radio.
- From a ratings perspective, the impact was felt: by 1996, Mark & Brian’s share in the 12+ demographic had dropped significantly (3.6%) compared to their earlier peak (~9%). Stern was cited as a major cause.
Significance: Why It Matters
- Marketing & spectacle in radio: The event exemplified how morning radio could evolve into a theatrical event with real-world presence, not just on-air bits.
- Brand positioning: Stern didn’t just compete; he symbolically defeated his rival via this stunt—marking a shift in how radio personalities vie for dominance.
- Cultural moment: It underscored L.A.’s media-saturated environment in the early 1990s, where stunts, big crowds, and viral appeal (pre-internet viral) carried significant weight.
- Impact on Mark & Brian: While they remained on radio for years, the stunt represented a turning point—per one analyst: “Howard repositioned them as wimps… He took their niceness and said, ‘Oh, those sissies.’
Aftermath & Legacy
- Stern’s move triggered commentary and analysis: media outlets recognized the “funeral” as more than a stunt—it was a calculated play in the ratings war.
- For Mark & Brian, their contract at KLOS extended until 2000, but they never regained their earlier dominance in Los Angeles. Their audience share slipped as new formats and personalities entered the market.
A Few Fun Details
- One fan dressed as “a pile of excrement” was said to be on-hand.
- A twenty-something business major told The Los Angeles Times: “I’m supposed to be in school. … I paid my tuition, but I’m watching Howard Stern.”
- Stern, when asked about the media coverage, quipped: “Can you believe this? We have world coverage. This is stupid. This is really stupid.”
Visual timeline & what the visuals show
1. Pre-event crowd & build-up
- Fans gathered early around the venue (the parking lot of the Los Angeles Palace Theatre, Vine & Yucca area) — some climbing fire-escapes and rooftops.
- The signage and station branding (KLSX‑FM) were visible, setting the promotional tone.
2. The moment of procession / theatrical staging
- Stern appeared dressed as a Roman emperor, pulled in a chariot by costumed women, symbolizing his triumph.
- The crowd was in full mode: chanting, costumed, even provocative props (e.g., a ten-foot papier-mâché phallus) were present.
3. The “funeral” act itself
- Dummies representing Mark & Brian were guillotined with fake blood spurting, in full view of the audience.
- The event borrowed heavily from theater/ritual: a mock funeral to signify Stern’s overtaking of his rivals.
4. Aftermath visuals & crowd reaction
- The media described it as “a rock-concert-meets-carnival” and wrote about the crowd size (police estimated ~5,000; Stern claimed ~25,000).
- News articles noted the cost (~$110,000 for the event) and street closures and police presence.
