So, it's Saturday and I'm catching up on things after a busy week, including emails. In the past I've shared some radio industry trade publication articles with you concerning the future of conservative talk radio. Not surprisingly, the trades are already buzzing about how Tuesday's election results mean conservative talk radio is now too narrow in appeal, needs to broaden its tent, etc.
Here's the two-pronged reality:
1) We heard the same thing after President Obama was elected in 2009; that the conservative media would have to change or die because the country has changed. It's false then and is false now.
2) There are liberal "experts" in the radio industry who despite the fact conservative talk radio has been as successful as it has over the years and they're always champing at the bit to find a recent to pronounce it dead.
Here's why conservative talk radio isn't going anywhere and will continue to thrive; because most people don't understand why a large percentage of the conservative talk radio audience listens to the format. Obviously a big reason the conservative core audience listens is because the hosts "are on the same team" as a friend in the industry puts it. But it goes beyond that. The 60% of the audience that is conservative listens for the same reason as the 30% of the audience that are liberals and the 10% of the audience that are independents listen. What is that reason?
They're going to hear stories they're not going to here anywhere else. Sure, the liberal listener isn't going to like the spin put on the stories, but whether they realize it or not, I believe they listen to hear what they won't get anywhere else, even if they're fuming when they get it. Conservative are not only going to agree with the spin, but they know full well they're not going to get a lot of these stories from the Mainstream Media.
This Presidential election, in my opinion, saw a greater liberal bias than any in modern history. The President was protected on the economy and on Benghazi. And Benghazi shows that the most powerful type of media bias is the bias of omission. As long as that bias exists, a robust audience to find the rest of what their missing will exist for conservative talk radio. Liberal or Conservative, they know there is a product in conservative talk radio they're not going to find anywhere else, however hearing that product makes them feel, they'll seek it out.
And yes, no show can be all politics all the time; it's why mine and other shows inject an element of fun; sports, pop culture, etc. It's a show about everything from a conservative perspective. But that conservative perspective is worn on the host's sleeve. As long as that's the case and the MSM pretends its liberal perspective isn't there, conservative talk radio will survive and thrive, because listeners will always wonder what they're missing if they don't listen. That's the secret to success for any radio format. That makes the party in power completely irrelevant.