DocWashburn said:
Actually, a good number of broadcasting folks have looked for an excuse to air progressive talk. But the market actually rejected it. Funny how that works out sometimes. Intelligent, articulate liberals like Jerry Brown and Mario Cuomo gave it their best shot and went down in flames. Allan Colmes is on his second go-round in national syndication and certainly is not setting the woods on fire. The most listened to talk show hosts (for their dayparts) are Glenn Beck (9-12N EST); Rush (12N-3P EST); Hannity (3-6P EST); and Levin (6P-9P). What does that tell you about what the Talk radio audience prefers?
First of all, Jerry Brown and Mario Cuomo were HORRIBLE on the air, and it had NOTHING to do with their respective ideologies. They had almost no presence behind the mic. Limbaugh, Hannity and Beck have extensive radio backgrounds. BIG difference. Beck was a reasonably successful top 40 morning guy for years. Limbaugh was from wacky music radio as well. They know that you have to be "entertaining" first.
Secondly, many seem to be completely ignorant of the chronology of events that has the talkradio landscape sounding the way it does today. About 20 years ago, Rush Limbaugh's show was being picked up in syndication by more and more affiliates every week and, because of his showmanship, found it's way to many great talk radio stations around the country. I'm talking about successful stations--some legendary stations, many of which had liberals, conservatives and everything in between all over their schedules.
As Limbaugh's popularity grew, a very common phenomenon unfolded---one that manifests itself in musicradio all the time: He was copied. But in this case, the showmanship wasn't what was focused on, but rather his ideology. So, in their infinite uncreative wisdom, talk programmers around the country systematically hired one Rush Limbaugh copycat after another. Over many years, this resulted in what was depicted in the movie "Field of Dreams": If you build it, they will come. And they did. Conservative hosts and conservative listeners took ownership of the format. Fewer and fewer people who were less than conservative warmed to such a monothematic drumbeat and gradually drifted away, further tilting the ratio of listeners of talkradio in the conservatives favor.
Along comes "Lib-Talk". This poorly conceived response to conservative talk radio only bolstered the claim that only conservatives like hearing conversation on the radio. The problem with Lib-Talk was that many of it's hosts sucked. Another significant problem was that the affiliates of Lib-Talk were usually second and third tier signals in the marketplace.
Let's see: The morphing of mainstream talkradio into conservative talkradio took a good 12 to 15 ytears to complete, entrenching it on the biggest and most legendary signals in all markets. Gee, Lib-Talk, with their crappy hosts and inferior signals couldn't beat those established stations in a year or less? That must mean people only want to hear conservative hosts! (This isn't to say Lib-Talk would have succeeded the way it was programmed anyway. Many of the Air America hosts, for example, were terrible entertainers.)
Programming a station based on ideology is short-sighted. However, many managers claim at this point that they are completely satisfied with their niche. Great. But don't tell me that only conservatives want to hear interesting conversation, because that is BS. It's the worst kind of lazy Monday morning quarterbacking there is, because all you're doing is ignoring history and assuming a situation is the result of factors that serve your purpose or bias.
Talkradio has become a very dark place, and it didn't have to be that way.