Rob Feder revisits the guessing game of who will replace Spike O’Dell at WGN when Spike calls it quits, reportedly at the end of the year.

Although he could choose to work past December, sources said O’Dell already has told his bosses that he plans to retire from his $1 million a year gig at the end of the year.

O’Dell has made no secret of his unhappiness at having to get up at 2 in the morning and his lack of enthusiasm to continue.

To a certain degree, it doesn’t matter who replaces Spike. The morning chair at WGN pretty much guarantees a certain level of success. WGN remains an institution, with morning drive and Cubs baseball anchoring the line-up. Spike has made good money and deserves the chance to sleep in.

At the same time, WGN could be a case study for the transition that radio is undergoing. The station has new owners, and the market is about to become measured with Arbitron’s new PPM system. This very well could be a critical juncture for a WGN that has been graying for years now and may need a boost to stay on top.

The conventional wisdom suggests that WGN PD Bob Shomper and the braintrust at WGN will pass he torch to afternoon drive veteran Steve Cochran. He’d fit in well on WGN and is known by the audience. It would be a very safe, predictable move.

But what about a Bob Sirott? He’s certainly got Chicago media street cred and could bring a certain edge to morning drive. His name recognition among non-listeners might be a little higher than Cochran. Perhaps he attracts new, younger listeners.

At almost the same time WGN will be making a change, WLS will also likely be dumping Don Wade & Roma, whose contracts expire in early November. It’s unlikely that the Citadel news talker will re-up with the Wades to the tune of seven figures again. Some of the names being tossed around as possible replacements are Citadel’s syndicated morning man Don Imus, Mancow, or even current WLS afternoon host Roe Conn.Technorati Tags: WGN, Steve Cochran, WLS, Spike O’Dell, Bob Sirott, Don Wade