Courtesy Florida Times Union

(June 1, 2009) Veteran Jacksonville sports broadcaster Cole Pepper returned from a 10-day trip to Hawaii and was informed by WOKV (690 AM) officials Friday that his position as sports director at the station was eliminated immediately.

Pepper has been involved with sports radio in Jacksonville for the past 13 years, the last eight as sports director at WOKV.

He provided daily sports reports each half-hour between 5 a.m. and 9 a.m.

Pepper also co-hosted several Jaguars shows.

"I got back from a company-sponsored trip to Hawaii with some of the station's advertisers and some listeners on Thursday, came in and did my show Friday morning, and they called me in after the show and said that's it, my position was being eliminated," Pepper said. "My understanding is this was a corporate decision, that it came from the top [at Cox Radio Inc.]. I'm just surprised, as WOKV's ratings have been very good.

"I was very involved with our advertising department here and know how the revenues have gone."

Station program director Mike Dorwart said the decision to let Pepper go was strictly a business move and didn't reflect on Pepper's work.

"Like every business in Jacksonville and the country, we are assessing our expenses, staffing and priorities, and this is the decision we have made for our organization," Dorwart said.

"Absolutely, we think very highly of Cole. This has no reflection on his work here at the station."

Dorwart indicated that staff members from the station's news side would handle the daily sports reports as well as coverage of Jaguars games.

Pepper was a familiar figure. He appeared on the Jaguars' jumbo scoreboard several times each game providing highlights of other NFL games. He also filled in as a sports anchor on WJXT TV-4 and First Coast News.

"I'll use the weekend to put together a game plan as to what directions to explore. ... I'm trying to look at this as an opportunity for a new beginning. I can't say I'll miss getting up at 4 a.m. each day to be ready for the first sports report in the five-o'clock hour," Pepper said.