A
Al Johnson
Guest
JbeJay said:In my observation there has been very little of the "advance their own political views". Marx (Karl, not Groucho) and Lenin (not Lennon) each commented about the stereotypical capitalist who would sell the rope with which to hang him. A radio station is a substantial investment, relative to its marketplace, and not something to be used frivolously these days, one would think.
I am sure that managers who use a station to advance their political views do not think they are being frivolous. Maybe they consider this "public service." Maybe they believe the audience agrees with and supports their views (in all likelihood most local advertisers do). You might find Quall and Martin, "Broadcast Management" interesting for its "profiles" of people in station management.
The studies suggesting "news media leaning to the left" apply to reporters and editors of major newspapers and networks. The findings don't apply to owners and publishers or to local stations and newspapers. Even on major papers, often the editorial policy of the paper differs from the views of its reporters. It is human nature for people to label as bias news which does not fit their existing views. Because many leading journalists may hold liberal views, it is not necessarily true that those views cause these reporters to slant their reporting. If there is any bias at work, it is reporters' belief that bringing down a politician make a good story.
I see that every day, not just in the radio business. My left-leaning friends wouldn't think of reading a right-leaning political blog; my right-leaning friends wouldn't think of reading a left-leaning political blog. It's so easy to reinforce preconceived notions by staying insulated from other points of view. Sad but true.
I think the sad part is not that people who follow politics tend to be committed in their political views and seek information which will reinforce those views. The sad part is that most of the population doesn't care much about politics and doesn't may much attention, and they are the people who decide elections and policy (often casting uninformed votes for the most superficial of reasons).
I'm sure you realize that "number two non-music station in the [Madison] market" isn't enough to be considered a success. That station, in a left-leaning college town and a state capital, generally has half the 12+ share of the number one non-music station and with no demo pattern to brag about.
My recollection of the Portland situation is that it was a flash in the pan and that the station has settled far back in the pack. I don't know which San Diego station it is, but agree with you that that is "a traditionally conservative area". To do well there would certainly be swimming against the tide. Which station is it, and how has it done?
I know many people think the 12+ AQH "beauty contest" numbers matter. Beyond "bragging rights," they don't. That's why Arbitron makes them available for free.
The only true indicator of success is profit. A full service news/talk station may have a larger audience, may have higher sales revenue and still be less profitable because of higher operating costs. Liberal talkers and 2nd tier conservative talkers generally have smaller audiences, and less sales revenue but they are generally cheap to run and therefore can be profitable.
The progressive talk station in San Diego is KLSD. They generally get around a two share.
Yes, turning audience numbers into revenue numbers is a function of the sales department. Profitability would be good to measure but, as you note, we probably cannot do so here.
I did an online search. The Library of Congress has the BIA reports. If anybody is close to DC and wants to go look them up ...
And yes, the demo picture is key. But if you would agree that the age spread of any two talk stations would be more similar than different, we could simply look at the 12+ numbers which we are apparently allowed to quote here. On that basis, can you name even three markets where a left-oriented talk station consistently beats the leading right-oriented talk station?
To say that the left-leaning one can "have ratings comparable to (and sometimes beat) the #2 or #3 right-leaning one almost seems like an argument in support of right-leaning radio: "There are three of them and only one of us, and yet we are about as good as their second- or third-best."
What do you consider the leading "right-oriented" talk station? The full-service 50kw news-talk station which carries one or two syndicated conservative hosts among types of programming? Or the all or mostly syndicated political talker with a full schedule of right-wing hosts (which is much more equivalent to what liberal talk stations offer). People keep wanting to compare Air America to Rush. Apples and oranges. Air America is comparable to Salem.
The dominant full service news-talk stations are NOT all ideology, all the time. The comparison you are trying to make it not a valid one. In addition to a strong signal and format consistency (people have been listening all their lives), these stations often have a non-ideological blockbuster, local institution morning show. Morning drive is where a station makes money (or doesn't). Morning drive (with the largest audiences) has a disproportionate influence on average ratings (which cover the entire day, weekdays and weekends). Daypart ratings and not made public but Hartmann or Schultz could beat Rush and the averages would not necessarily show it (because, with a few "isolated" exceptions, morning drive is where liberal talk is weakest).
Yes, it is easier -- not necessarily better, just easier -- to follow someone else's proven path than to figure out one's own. But my curiosity is this: What tells you that there is "an appetite in the market for liberal talk [radio]"? Is it possible that the leanings to the left are already well-served?
Not in radio. Of course, some like to argue that other media and technologies are now available. But these same people often can't understand why fewer people are listening to radio (and those who continue to listen, listen less). The reason is market segments radio does not serve go away.
By the same logic, right-wingers should stop complaining about perceived "bias" in TV news since they are being so well-served in radio (and on their very own right-wing "fair and balanced" cable network).