Clear Channel discovers the liberal demographic
Clear Channel, which owns more than 1,200 stations, is now beaming Air America's liberal lineup over eight of them--nine if you count a Florida outlet that's only running the Randi Rhodes show, and 10 if you count XM satellite radio, which includes Clear Channel among its investors. That might not sound like much, but it's over a third of Air America's affiliates.
The Profit Motive
Clear Channel discovers the liberal demographic
by Jesse Walker
Reason Online, September 7, 2004
Today at noon, WCOL-AM in Columbus, Ohio, becomes the latest station to
join the Air America radio network. It is also the latest station owned by
the behemoth Clear Channel chain to embrace the "progressive talk"
format. The company, which owns more than 1,200 stations, is now beaming
Air America's liberal lineup over eight of them--nine if you count a
Florida outlet that's only running the Randi Rhodes show, and 10 if you
count XM satellite radio, which includes Clear Channel among its
investors. That might not sound like much, but it's over a third of Air
It's an alliance that flies in the face of the conventional wisdom about
Clear Channel: that as a Texas corporation that has benefited tremendously
from the Republicans' regulatory policies--and is owned by a Lowry Mays, a
friend and financier of President Bush--it would use its market power to
boost the GOP's agenda. Turns out that profits trump politics after all.
The company's first sally leftward came in March, when KPOJ-AM, in
Portland, Oregon, became the first Clear Channel outfit to embrace Air
America. Portland is a famously left-leaning town, and the experiment was
a success: Among listeners aged 25 to 64, the station's ratings jumped
from number 26 to number 3. Managers of other outlets around the country
noticed this success, and decided to imitate it: Soon such lefty
strongholds as Ann Arbor, Michigan, and Madison, Wisconsin, were hearing
Al Franken and company on Clear Channel-owned affiliates too. Meanwhile,
outside the Air America orbit, Clear Channel gave Jesse Jackson a weekly
syndicated show called Keep Hope Alive, currently airing on about a dozen
stations around the country.
The format caught on in less obvious places as well. San Diego isn't quite
the conservative stronghold it used to be: As Neal Matthews noted in The
New York Times last month, it now boasts not just a Clear Channel/Air
America station bearing the psychedelic moniker KLSD, but a Democratic
majority on the city council and the country's first openly homosexual
D.A. Still, it's not the first place that jumps to mind when you think,
"Where are listeners aching for the sonorous opinions of Janeane Garofalo
and Al Franken?" But the company's research said it was an untapped
market, and so the station leaped. In Miami, one reason Clear Channel
WINZ-AM switched to Air America, according to the Palm Beach Post, was the
tremendous financial success of Michael Moore's Bush-baiting film
Does that mean Clear Channel's critics are wrong? It depends on which
critics you're talking about. Those of us who don't care for the chain
because we associate it with cookie-cutter programming will not
necessarily be impressed with its embrace of a cookie-cutter liberal talk
format. (We'll be somewhat more impressed if "Indie" 103.1, Clear
Channel's freewheeling music outlet in Los Angeles, inspires more
imitation.) Air America's on-air personalities have a lot in common with
the Sean Hannitys and Rush Limbaughs they're competing with, and since the
network has been known to displace left-leaning minority-oriented talk
stations, there are those who would call it part of the problem.
But if the argument is that Clear Channel is snuffing out left-wing
voices, that clearly isn't true. If anything, it's giving the left some
juice. For the last decade and a half, conservatives have dominated
commercial talk radio, especially where nationwide shows are concerned.
Air America is the first serious effort since the rise of Rush to give
liberals a substantial space in the medium; and, despite some early
troubles, it seems to be doing pretty well. If it continues to succeed,
and if people like Michael Moore continue to clear millions in bookstores
and at the box office, then a Dem-friendly cable news outlet might be on
the way as well. Not Dem-friendly the way CNN is Dem-friendly.
Dem-friendly the way Fox News is Republican-friendly.
The biggest problem with radio today is the high entry barriers imposed by
the Federal Communications Commission, rules that make it difficult and
expensive to launch a new station--and that encourage those who do start
such stations to be far too risk-averse. A few recent developments cut
against this: falling prices for outlets in the AM band, a limited program
to license low-power broadcasters on the FM band, the rise of webcasting.
But we still don't have anything like a free market.
Yet even a distorted market needs consumers, and if an underserved group
of listeners is big enough, someone will notice them. That's why
Spanish-language formats boomed in the '90s. And that's what's happening
with the unexpected marriage between Clear Channel and Air America.
Imagine the worst-case scenario for the Democrats this election, with Not
Bush getting just 40% of the country's ballots. That may not be enough
voters to win an election, but it's more than enough to support a
Bush-hating radio format.
We've heard so much about our "polarized" and "divided" country in the
last year that the presidential campaign is starting to feel like
something out of Dr. Seuss: One America, Two Americas, Red America, Blue
Even in blue America, money is green.
add a comment on this article