Jay Severin, Greater Media’s self-inflicted wound, is about to go septic.

  Severin, who hosts afternoon drive on Greater Media’s WTKK-FM/Boston, was suspended without pay this past Thursday for some nasty remarks about Hispanics.  Now comes word that Severin’s suspension will last “until further notice.”

This situation gets worse for Severin and WTKK with every passing day.  The on-going coverage of the story is alerting Boston and its opinion leaders to Severin’s often distasteful comments and worldview.  Prior to this flap, only those who listened to Severin were familiar with his style.  No more.  Now every preacher, politician and civil rights leader in The Hub of the liberal universe has been alerted to exactly what’s been going on from 3p to 7p on WTKK.  

So, how would Severin’s possible  return to the airwaves play out?  No way that happens without a ritual humbling of the miscreant, including at least one on-air apology.  But if he apologizes, Severin is mortally wounded.  Listeners will instantly brand him a sell-out and a coward, and slowly drift away.

In the meantime, Greater Media management, which already looks weak for its knee-jerk reaction to complaints about Severin from a New York City Hispanic civil rights group,  now appears indecisive and dithering.  Severin’s smallish but fanatical audience is asking, “Is Jay your guy, or not?  If so, why was he summarily yanked off the air — and why isn’t he back?”  Critics, conversely, are wondering what the hell is talking so long to fire this guy.  After all, Greater Media has already suspended Severin without pay, told the media he had been warned about his edgy remarks, and put a message decrying Severin’s remarks on the WTKK homepage. 

The best possible play at this point is for Severin and WTKK to part ways as quickly and quietly as possible.  Greater Media should pay Severin something to ensure his silence, and/or waive his non-compete.  It’s a sad way to end the relationship, but it allows WTKK to avoid getting stuck with a crippled host, and permits Severin to take his act elsewhere with his credibility intact.