WWAA was promoted all right, it received numerous write up's in the AJC prior to launch, billboards, and a partnership with the 2nd most read paper in the state ( Creative Loafing ) led to a show being hosted by the editor.
Puff pieces are easy to generate if you know how to work the system. Even dating the ugly radio columnist (assuming the opposite sex; most I've known are women) if necessary. Neal Boortz could have generated them dozens of times over the years if he wanted to. By the way, for comparison, here is the number of articles referencing a longtime conservative host in his home (top 20) market in a local newspaper's archives:
42
Here are the number of articles in that same newspaper's archives referencing his current radio station, which has ratings expressed below the decimal point:
212
How many times will you read that it was the threat of use of the Fairness Doctrine was sufficient to intimidate most broadcasters into avoiding any controversial political programming?
Only as many times as you care to type it, if even. Most broadcasters avoided controversial programming in the 60's because: a) they could still make money playing music, and b) hiring somebody intelligent enough to have opinions cost money, and hiring a whole staff to fill the day before syndication cost even more money. I heard a talk host estimate in 1975 that it took a market of at least 300 thousand people to support one local talk show host. That's ONE host in an otherwise all-music lineup.
Liberal talk was tested. It tested very badly. It might not have totally failed, but it only earned a "D", or maybe a "C-".
If we were comparing the Air America situation in many markets to a music test, it would be in an auditorium with bad acoustics and a broken-down sound system, with 98 percent of those present not participating because no one had told them the test had begun.
Also~ please explain that when it was reported that WWAA was in danger of being bought, and the 'save air america' movement began in earnest, why did not any wealthy liberals step up ( ala Sheldon Drobny )? Do you not hink they are millionair libs in the city known for Ted Turner?
I would offer this informed speculation. The radio brokerage business is pretty chummy, and the Drobnys of the world were not at that time (and most still aren't) networked into the radio brokerage club. Ted Turner is off on his ranch somewhere and I suspect the last thing he wants is to get back into any media business. The "Save Air America" movement was anesthetized due in part to the dishonesty of the Weber organization when asked its plans for the station.
Franken coming to town is not "promotion" any more than its promotion when Neal Boortz goes to a city that carries his show to sign books. It's preaching to the choir. Promotion in my book is things like: stunts and campaigns to gain attention, high-visibility involvement in local issues,
street presence (it's important in talk as much as in music), and anything that generates CUME, not that keeps the P1s tuned in.