The Boston Herald’s Jesse Noyes today makes the mistake of confusing Air America with liberal talk radio, and of concluding that because Air America is (once again) in trouble, liberal talk must therefore be dead.
I’ve also got my doubts about liberal talk. But you can’t think this through without acknowledging the success of liberal hosts who aren’t with Air America — principally Ed Schultz and Stephanie Miller, both of whom are on the Jones Radio Networks. According to this Jones press release, Schultz is doing especially well against the likes of Sean Hannity.
Clear Channel’s weak-signal “Progressive Talk” outlets in Boston, at AM 1200 and 1430, are often described as Air America outlets. In fact, the stations broadcast Miller from 9 a.m. to noon and Schultz during the afternoon drive, from 3 to 6 p.m. (Air America’s Al Franken is on from noon to 3 p.m.) And they’re pretty good.
Now, granted, we’re not talking Rush Limbaugh numbers. According to Talkers Magazine, Schultz has more than 2.25 million listeners, Franken more than 1.5 million and Miller more than 1 million, well behind Limbaugh’s 13.5 million-plus listeners. But their audiences are, nevertheless, large, and they’re not the only liberal hosts in that category: Air America’s Randi Rhodes (who’s well to the left of liberal) and Fox’s Alan Colmes make the cut as well. (Note: The Talkers numbers are out of date, but Schultz regularly asserts that his audience is growing. I assume he’s telling the truth.)
As for my reservations about liberal talk — I think liberals already have the radio they want, and it’s called National Public Radio. Please note what I am not saying: I don’t believe NPR has a liberal bias in the way it covers news. But you can detect something of a liberal cultural orientation to NPR, and I think NPR’s mix of news, commentary and the arts is good enough that the typical liberal listener is not going to be all that tempted to change the dial.
But that doesn’t mean there isn’t room for a few strong liberal talk hosts. And it doesn’t mean that Air America’s woes say anything all that significant about the state of liberal talk.
Update: Jesse Noyes writes:
Thanks for weighing in on my story today. I always enjoy lively debate.
There was one thing I wanted to bring to you attention. I disagree with the line at the top of your post: “The Boston Herald’s Jesse Noyes today makes the mistake of confusing Air America with liberal talk radio, and of concluding that because Air America is (once again) in trouble, liberal talk must therefore be dead.”
While I do deal with the subject of whether there is a market for liberal radio, I far from conclude that Air America’s problems signal the death of liberal talk radio. I deal with a number of issues for Air America in the story. For one, that Air America just isn’t using a good business model as these lines attest. “But Michael Harrison, publisher of Talkers Magazine, said Air America’s woes have little to do with its political bent and everything to do with the company’s business sense. ‘Somehow they have created the impression that they are the lone voice of liberalism in a dark sea of conservatism,’ Harrison said. ‘It’s not that they’re liberal, it’s that it’s radio and radio is very, very competitive.’ The network’s main problem is that it spends more time trying to affect elections than it does concentrating on the bottom line, Harrison said. ‘The ultimate business plan is to generate ratings and revenue, not to get anybody elected,’ he added.”
Then I address an issue of whether its just a talent problem and if there’s enough experienced hands on deck over there. Quote: “A shortage of real radio talent might also be keeping Air America in the red. When the company launched, it nabbed some recognizable figures, like Franken and actress Janeane Garofalo. But radio can have a way of breaking down some uninitiated celebrities, as David Lee Roth’s disastrous stint replacing jock Howard Stern for CBS Radio demonstrated.”
Finally, I deal with weak signals. Quote: “Meanwhile, the network suffers from serious signal deficiencies. Most of its affiliated stations are found on weak AM frequencies. In Boston, Air America programming is broadcast on WKOX-AM (1200) and WXKS-AM (1430), which barely register a blip on Arbitron ratings figures.”
In conclusion, Air America’s problems are myriad. One problem might not sink the ship, but taken together its doesn’t look good. To say that I’m making one argument, that there isn’t room for liberal talk, is a rather simplistic reading of the article.
To which I say:
- OK, point taken.
- But you could have mentioned that the most popular liberal host in the country isn’t even on Air America.
- I didn’t say you ignored the weak-signal problem. But since you mention it, why not mention that AM 1200 and 1430 actually broadcast Jones shows, not Air America, during the majority of the daylight hours, when their signals are the strongest?
- Thanks for writing.
