SAN DIEGO (CNS/NEWS 8) - A radio host who's poised to make his San Diego debut apologized Tuesday for a promotional tweet that centered around a gag about suicide jumps off the San Diego-Coronado Bridge.

Kevin Klein, who is scheduled to begin a new show Thursday on KEGY, tweeted a photo of the bridge overlaid with text urging listeners to "JUMP... to a new morning show." The tweet, which was posted Monday night and deleted by late Tuesday morning, resulted in swift backlash from many San Diegans, including San Diego Padres officials, who said the station that broadcasts the team's games, along with classic rock and talk programs, owes the city an apology.

We find the comments made last night by Entercom’s employee offensive, insensitive and completely unacceptable.  Mental illness and suicide are not joking matters.  Additionally, we’ve expressed our concerns to Entercom around the tone and direction of the station they have chosen to create.

It’s important for our fans to know that our agreement with Entercom to move to 97.3 was an opportunity to expand our pre and postgame coverage and it was done well before we knew the format, the tone or the talent lineup. 

We believe Entercom owes San Diego an apology. And, even though we do not have ultimate control over Entercom’s programming beyond our game broadcasts, we apologize for the behavior of the station.

The tweet came hours after state transportation officials had unveiled prototypes designed to prevent suicides off the bridge. More than 400 people have jumped to their deaths since the bridge went up five decades ago, including 98 in the last six years.

Klein issued an apology on Twitter on Tuesday.

“I’d like to sincerely apologize to San Diego and listeners of 97.3 for a distasteful and insensitive social media post. I know I’ve upset many people in America’s Finest City, and this is something I regret. The comment was reprehensible and inexcusable. I’ve failed at making a good first impression, but I hope that you will give me another chance to provide entertainment and good natured laughs when I go on air on Thursday morning. Once again, I apologize to all the listeners and to the city of San Diego.”

Klein's show was broadcast on the Bay Area's Live 105 from 2014 until last month, when the station underwent a format change.