While the focus on the talk-radio wars here and elsewhere has generally been on the dysfunctional station that is WRKO (AM 680), it seems that the real mess may be at WTKK (96.9 FM). Globe columnist Steve Bailey reports that WRKO is charging — and presumably getting — considerably more money for advertising than its rival during the all-important morning and evening commutes.
In the morning, ‘RKO’s Tom Finneran show (on which Bailey appears) is charging $400 for a 60-second ad, compared to $250 for the same ad on the syndicated “Imus in the Morning” program on ‘TKK. In the afternoon, Howie Carr (WRKO) gets $600, while Jay Severin (WTKK) lags at $350.
I imagine this needs to be taken with at least a grain of salt. In the newspaper business, ad-rate cards tend to feature more creative writing than anything you’ll find in the actual paper, and that may be true of radio as well. But Bailey’s numbers make a certain amount of sense.
Finneran, the born-again non-lobbyist, hasn’t exactly set the world on fire, but the aging Imus’ return has essentially been a non-story. I suspect that most of Imus’ few remaining listeners found a new morning routine during his richly earned hiatus, and they’re not going back.
As for the Carr-Severin war, it’s a shame both sides can’t lose — but Carr does manage to bring intelligence, wit and an encyclopedic knowledge of Boston to the table, despite his laziness and his occasional indulgences in homophobic snickering. Severin possesses a large vocabulary, but his ranting, his mindless cheerleading on behalf of Mitt Romney and his mundane-yet-offensive insights into politics are tiresome. I’m not sure why, but Severin has become much less listenable since his return from syndication a couple of years ago. I guess listeners agree with me, given that Severin was beating Carr in the ratings before he left.
WTKK could have solved its drive-time shortcomings. Part of it wasn’t the station’s fault — Howie Carr wanted to switch and become the station’s morning host, but his contract didn’t allow him to do so. If I were running ‘TKK and had somehow found a way to land Carr, I’d have kept him in the afternoon and moved Severin to the less important mid-day slot. Then I’d have moved “Eagan and Braude,” the station’s best program, to morning drive.
Not that they asked me. But you know what? They’d be better off if they had.
One final note. Bailey also reports that the ad rates charged by the sports-talk programs on WEEI, a sister station to ‘RKO, absolutely blow away both ‘RKO and ‘TKK. To paraphrase Henry Kissinger’s famous dictum about academic politics, the infighting between ‘RKO and ‘TKK is so fierce because the stakes are so small.
