Reply #20: Commercial Progressive/Liberal Radio Is Not Viable

[Strelnikov_]

There is a ready market of over 40% of the populace in even the reddest of areas that are not currently served by political talk radio. What every business model requires, a ready-made market.

Problem is, the money boys (advertisers, station owners) are from the other side of the political divide, and most apparently would prefer to lose money.

So much for the free market.

Instead of trying to ‘fight the last war’, that is, model progressive talk radio after Reich-Wing radio, a different (and not really innovative), approach is needed.

This approach is . . . . the NPR model.

In larger, left leaning cities, commercial Progressive radio will be viable due to the critical mass of advertisers. In smaller, or redder, markets, where a critical mass of advertisers are prejudiced, funding would come from the ‘Corporation For Progressive Radio’ to offset losses.

As Liberals/Progressives, we would need to donate $100/200 a year to the corporation (I used to donate this much to NPR). If 1/6 of Kerry voters donated $100/yr., $1 B a year could be raised.

My belief is that until those in the Red areas (Phoenix, Missoula, Atlanta, etc. etc.) are provided access to an alternative to Reich-Wing propaganda radio, Progressive politicians will make limited inroads. Some discount the effect of Reich-Wing propaganda radio on the political shift, and dumping down, of the electorate, particularly the ‘working class’. I do not. Radio is low cost (for the consumer), convenient, and pervasive among the ‘working class’.

One other change is that the on-air ‘personalities’ would need to accept that they are part of a movement, and park their ego, and need for $1 M/yr paychecks, at the door.