Is Progressive talk radio dead? No, but close.
Initial Phase:
During the Bush years and leading up to the 2004 Election Progressives finally began to understand that we didn’t have nearly the infrastructure that the Radical Conservative Right possessed.
After high level talks with the Power Brokers on the Left with Progressive funders, the Clinton Camp, Labor and other groups a plan was devised to counter Conservative influence. Out of these talks came organizations such as Media Matters, The Center for American Progressive and Air America Radio. Some organizations were connected while others followed as they heard the news of these organizations and the need for a ‘Vast Left-wing Conspiracy’ was forming.
Air America Radio:
Air America Radio was an underfunded radio syndication and LMA radio network. Meaning, they created a 24x7 radio content stream to air on stations they leased (LMA) and provided the feed at no cost (as is how radio syndication typically works) to affiliates including 26 stations owned by Clear Channel Radio.
Could Air America Radio have been successful? Yes, absolutely. There are two broad yet simple ways Air America Radio could have succeeded, first better management and second, more funding. If I had been running Air America Radio I would have used a slightly different strategy. Station ownership would have been key. Ownership would prevent becoming out-bid on leased time (LMA) or becoming knocked off prematurely due to low ratings. I would never only operate Progressive talk radio stations, it would be the same as Clear Channel or Cumulus saying “We are only going to operate Country or Top 40 radio stations”. Multiple formats in the same market helps to cross promote Progressive talk with other stations, increases overall market penetration and the larger audience helps to sell local advertising.
Last year as part of a franchise co-op we pooled our regional advertising budget of $100,000 to buy radio and the ad firm we used provided an excellent strategy of “meet with the top three radio groups in the market, tell them our budget and let them bid as an all-or-nothing/winner-takes-all.” In the end we received advertising worth six times our investment. If a locally owned or national network of Progressive talk radio stations only had Progressive talk stations they would not have been able to bid on our advertising budget, if they owned a Top 40, Country and Hip Hop station in the same market with solid ratings, they would have been invited to bid.
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