Future of AM Radio in ATL

[Goat Rodeo Cowboy]

As long as entrepreneurs with some capital in their pocket believe that traditional radio has a chance on A.M. radio (in Atlanta) they will keep the prices up and the lights on for A.M. as we know it. (Pretty blah!)

When you look at Decatur, Virginia Highlands, Morningside and some other communities, and when you look at Emory University and Columbia Theological Seminary and add to these pockets the more thinly spread liberal thinking to be found in Metro Atlanta, the day will come. The prices are too high, the cost of operation to compete in "The Big Boy" market of radio cannot currently be supported by this niche audience in Atlanta.

Hopefully it will be done, not by someone who wants to rub liberalness in everyone's face, but by someone with good judgement and the skill to make it work long term, someone who will program in such a way that non-liberals are not turned off and run off by the programming.

 

[jabba17]

As long as entrepreneurs with some capital in their pocket believe that traditional radio has a chance on A.M. radio (in Atlanta) they will keep the prices up and the lights on for A.M. as we know it. (Pretty blah!)

When you look at Decatur, Virginia Highlands, Morningside and some other communities, and when you look at Emory University and Columbia Theological Seminary and add to these pockets the more thinly spread liberal thinking to be found in Metro Atlanta, the day will come. The prices are too high, the cost of operation to compete in "The Big Boy" market of radio cannot currently be supported by this niche audience in Atlanta.

Hopefully it will be done, not by someone who wants to rub liberalness in everyone's face, but by someone with good judgement and the skill to make it work long term, someone who will program in such a way that non-liberals are not turned off and run off by the programming.

I'm surprised that no one has bought a small, in-town AM and put progtalk on it...then again, Air America on WWAA 1690 was DOA. I'm also surprised that WRFG hasn't tried putting automated progtalk on an HD2 signal. Then again, they might not be able to do that without bleeping out the spots.

 

[Goat Rodeo Cowboy]

I'm surprised that no one has bought a small, in-town AM and put progtalk on it...then again, Air America on WWAA 1690 was DOA. I'm also surprised that WRFG hasn't tried putting automated progtalk on an HD2 signal. Then again, they might not be able to do that without bleeping out the spots.

For the last 70 years or so there has been this continuous drumbeat in the U.S.A.- Liberal = Communist = Evil. Like a ticking clock. Like a dripping faucet. Liberal = Evil. Liberal = Evil. Say after me: .... ... ... ....

Taking a frequency, pouring canned LIBERAL programming over it like "gravy over biscuits" is a guaranteed audience failure and business failure. If the movie makers who brought us Airplane and Animal House and Police Story were going to do a spoof, a satire on the American perception of what is Liberal, The satire movie would be "Air America on the Radio". Talking heads known for potty mouth humor but no political success. Works really well here in The Bible Belt South.

We really don't know what legitimate liberal means. The definition of liberal has been voiced by conservatives. Progressive radio has fallen into the trap of being what conservatives said it would be, should be. If someone wanted to invent progressive radio that would work in Atlanta, who would you turn to for advice? Who are the people who qualify as a Shaman of effective and successful progressive radio in America? Can you name five? maybe four. Ok. Are there three people in the US who can describe and define Progressive Radio? And advocate for it? Maybe Bill Moyers. But he is a TV guy. Do we have any evidence HE could do effective radio?

For an in-town Atlanta A.M. station to make it as the anti-dote to whatever else is filling the air including talk radio and we know it, it will have to have some charm, some information the listener can use today, some humanity that plays well with folks who enjoy living in the city and riding Marta. People who walk dogs in the park and people who ride bicycles in the city. People who show up at book signings. People who know where you can get a REAL cup of coffee. People who read the AJC without barfing. People who attend a church that has a Peacemaking Committee. People who have well kept bird-feeders.

 

[jabba17]

Taking a frequency, pouring canned LIBERAL programming over it like "gravy over biscuits" is a guaranteed audience failure and business failure. If the movie makers who brought us Airplane and Animal House and Police Story were going to do a spoof, a satire on the American perception of what is Liberal, The satire movie would be "Air America on the Radio".

On your first point, agreed. Wonder if WRFG could start something local on their own? Then they wouldn't have to worry about putting a syndicated commercial program on their nonprofit stick. Or they could put THAT on an HD2 signal.

On your second point, David Zucker (one of the Airplane!/Police Squad! guys) has already done it: http://www.americancarol.com/ Coming out this October.

 

[smedge2006]

I think it is a gross exaggeration to say that WSB was ever a progressive talker in the 80s or early 90s. Would you classify "(Hit the Wall with) David Paul" as prog talk? Ludlow Porch?

And Air America on AM 1690 worked at least slightly better at garnering listeners than what is on that frequency now -- which hasn't shown up in the book YET in what -- two years??

 

[jabba17]

I think it is a gross exaggeration to say that WSB was ever a progressive talker in the 80s or early 90s. Would you classify "(Hit the Wall with) David Paul" as prog talk? Ludlow Porch?

No, but I would classify Mike Malloy as progtalk, easily.

 

[smedge2006]

No, but I would classify Mike Malloy as progtalk, easily.

One host in one daypart. Which makes every Alan Colmes or Ed Schultz affiliate that carries conservative talk the rest of the time a "progtalker."

Ok. Are there three people in the US who can describe and define Progressive Radio? And advocate for it?

Do you think Limbaugh wrung his hands in his early years trying to "describe and define" conservative radio?
Progressive radio should look at the formula of conservative radio -- half conservative, half radio, with local hosts (in some cases) and service elements. No progressive talker, including all of the successful ones, has ever been built from the ground up as a local station. There are some that added local talk in one daypart once the satellite feed was up and running. But none was ever developed with a local audience in mind in any market. The progtalker that creates a mold for others to follow -- the way stations like WLW did for conservative radio -- will be live, and local, and then be liberal.

One big problem is that many of the liberal talkers are owned by the same company that owns the dominant conservative talker -- which wants the conservative station as the flagship and the libtalker as a tiny flanker that does nothing local. A host on Miami's liberal station made the mistake of beating the co-owned conservative station in morning drive 25-54, and was immediately fired.

The satire movie would be "Air America on the Radio". Talking heads known for potty mouth humor but no political success. Works really well here in The Bible Belt South.

Atlanta may be surrounded by the Bible Belt but it is not the Bible Belt. Tell me about the "political" successes of Limbaugh, Hannity, Boortz -- which successful or even unsuccessful political campaigns have they run? Even the "fair tax" movement's main success has been selling books.

I'm surprised that no one has bought a small, in-town AM and put progtalk on it...then again, Air America on WWAA 1690 was DOA.

The owners of WWAA put it on the air to sell it. Thus, no promotion. They found a rich guy who wanted a toy to play vanity radio. If those owners had had a business plan other than selling the station, they could have built a success. And again, no listeners to that station in the two years since it flipped -- despite a nice write-up in the AJC.

 

[Nimbusflux]

What does everyone think about the future of AM radio in ATL? What could crop up on AM in the event of a shakeout? Other ethnic formats (which ones)? Specialized talk? Music? Full-service (community news, HS sports, etc.)?

I think that in the future, we may see more part 15 and low power stations pop up. I know we laugh and joke about the hooby-like nature of these broadcast sources but there have been some great players surface around the country. I don't think they will ever pack a huge punch to the larger, more powerful terrestrial stations. I do feel that they can play a big role in targeting those niche audiences that want progressive talk, high school sports, or news and information to a small and localized group. These stations are inexpensive to start up and easy to move if the programming does not work. Radio Sandy Springs AM 1620 has been doing a great job serving that community for a couple of years and have built a reputable sponsor base. Green 1640 AM is supposed to be on the air in Decatur before the year's end. I think they moved the start date back in order to secure more transmitter sites to cover a larger area. The community is very excited and is strongly supporting their launch. With many of the stations here focusing on Atlanta, I think it is nice to see an opportunity for the smaller communites to have something catered to them.