By Rebecca Goodman
Enquirer staff writer

For 27 years, James Francis Patrick O'Neill was one of the most popular radio personalities in Cincinnati. Four years ago he retired from WSAI-AM and moved to Dallas, where his son John lives. Last week Mr. O'Neill came back to town.

"He didn't say it, but I think he came home to die," said his daughter, Kathleen O'Neill of Price Hill.

Mr. O'Neill, 75, flew to Cincinnati for what was to be a monthlong visit with his son, daughter and grandchildren, all of whom still live here. He was ensconced in the Queen's Tower, which boasts a view of downtown. But, suffering from emphysema and having survived several bouts with pneumonia, he had to be admitted to Bethesda North Hospital five days ago.

He died on Thursday.

"He was a crusty Irishman, who specialized in making his audience and friends laugh," said Mike Gavin, former WLW salesman.

Known as the "Morning Mayor," while on WLW from 1967 to 1981, Mr. O'Neill's humor was evidenced by his satirical soap opera, "As the Stomach Turns."

"He brought a healing humor to people," his daughter said. "His humor could be pointed, but it's not in-your-face, angry, humor. He could get the point across without being hateful and polarizing. It's the type of humor that appeals to people's higher instincts. I think that's his legacy - his humor."

A native of Casper, Wyo., Mr. O'Neill grew up in Fremont, Neb., where he got his first radio job - for KORN-AM - when he was 15.

"It was during the war and employable males were off to fight," explained his daughter. So the owners hired Mr. O'Neill to open the station and read the news on air before he went to school.

He entered the Army in 1946 and worked for Armed Forces Radio in the Philippines.

After his discharge he got married and worked during the day for KOWH in Omaha, Neb., while studying history at Creighton University in the evenings.

At KOWH he was selected to interview Vice President Richard Nixon because, as he used to tell it, he was the only Democrat on the station's staff.

Mr. O'Neill worked for a string of radio stations including KFBI in Wichita, Kan.; WONE-AM in Dayton; KWG-AM and KSTN in Stockton, Calif.; and KDWB-FM in St. Paul, Minn.

He gained a national reputation as a ratings booster.

That's why Charlie Murdock, vice president and general manager of WLW, recruited him in 1967.

Mr. O'Neill left the station in 1981 and moved back to California in 1986.

He returned to Cincinnati to work for WKRC in 1992. He was the afternoon D.J. at WSAI from 1994 until 2000, when he retired.

Mr. O'Neill received a Board of Governors lifetime achievement award at the 36th annual Midwestern Regional Emmy Awards two years ago.

"I think his voice will be missed," said his daughter.

His wife, Marjorie, died in 1993.

In addition to his daughter Kathleen and son John, survivors include another son, Tim Sharonville; a sister, Patricia Dufault of Orange, Calif.; a granddaughter; and two great-grandsons.

Visitation is 5-8 p.m. Sunday at Gilligan Funeral Home, 8225 Montgomery Road in Kenwood. Mass of Christian burial is 10 a.m. Monday at St. Saviour Church, 4118 Myrtle Ave. in Rossmoyne. Burial will be at Mother of God Cemetery.

Memorials: Hospice of Cincinnati, 4310 Cooper Road, Cincinnati, OH 45242.

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E-mail rgoodman@enquirer.com