It would still put the ratings in the toilet.
Pardon me for sounding noble and perhaps old-fashioned, but weren't we called to work in and for an industry whose design was to "serve the public interest, convenience, and necessity?" With the beginning worship of the almighty dollar, the solid bottom line, the blackest of ink on the balance sheets that radio -- and not just
talk radio, and TV, too -- began a descent into the morass it finds itself now. "Talent" borders on indencency and is often questionable in value. "Artists" are shallow with artificial personalities. Topics and guests are selected for the shock impact, not for the purpose of truly exploring a subject with sincerity. Now when a story breaks and there is the cry of "Get it on the air!" there's an equally loud shout from the Accounting Dept. of "But only until we stop breaking even!" Broadcasting is no longer an "art" or hardly even an "industry." It has become a "business" with cash flow being the only goal. How much revenue did CBS and NBC lose covering the D-Day invasion? What was the price of the dynamic triumph of all three TV and the 4 radio networks in November 1963? When the next terror strike happens will The Suits respond the same as they did on 9/11/2001, or will the calculators come out first?
If we want radio to regain its glory, its statue, then we need to stop looking at "the ratings" and look to what we can do
for society.