Two popular morning radio shows have been drastically altered as Entercom Milwaukee on Thursday fired three 99-WMYX and 103.7-WXSS (KISS) radio personalities and reassigned two others.

Michael Knight and Rahny (Ronnie) Taylor of KISS-FM's "Knight in the Morning" show will join Jane Matenaer on WMYX, replacing Dan Weber, who was let go. Michael Clemens, who produced the Dan and Jane show, will remain in some capacity at Entercom.

Also fired were KISS-FM morning co-host Ginger Jordan and WMYX afternoon air personality Mark Richards.

One industry insider, who wished to remain anonymous, said this game of musical chairs smells fishy and doesn't see Taylor as a good fit for WMYX. But WMYX marketing director Jim Morales disagreed.

"I've been in radio a long time, and nothing really shocks me," he said. "We like to serve the audience, and we're excited about this."

"Restructuring is part of the on-going brand building of the Milwaukee Entercom properties on behalf of our audience and our clients," said Entercom Milwaukee vice-president and general manager Ray Quinn in a written statement.

These adjustments may be just a step for Entercom, but they came as a shock to the departing personalities.

"They didn't tell me until I was off the air this morning," said Jordan.

"They just said it's an amicable parting; 'no fault of yours, no fault of ours,'" she added, saying that she regretted not being able to say goodbye to her listeners.

Another DJ who works for one of the Entercom stations in Milwaukee, didn't see the decision coming, but said getting fired in radio isn't the end of the world.

"The Milwaukee market is very stale, and anything to shake it up is good."

"One door closes, another door opens. Dan has friends and he'll end up on his feet. Mark Richards has a great radio voice. But it sucks getting fired, but they can be good transitions. Michael is a go-getter. Michael wants to win."

Weber, who was on the air at WMYX for 13 years, said he is disappointed but eager to get back on the air with another station.

"I love Milwaukee, and I want to stay here," Weber said.

Although he understands the decision was not in his hands, Weber too wished he could have had a last word or two.

"I just wanted to thank my faithful listeners who have been with me for 13 years."

The "Knight in the Morning with Jane Matenaer and Rahny Taylor" personalities will have a chance to say its goodbyes while introducing the new show. Their show will air on both 99-WMYX and 103.7 KISS-FM, from 6 to 9 a.m. on Friday, Sept. 3.

The new duo makes its official debut on 99-WMYX on Tuesday, Sept. 7 at 5 a.m.