The Past, Present and Future Survival of Radio

The mediageek radioshow‘s informal multi-week focus on the medium of radio wraps up this Thursday with guest Jerry Del Colliano. For 28 years he published the radio industry newsletter Inside Radio, was clinical professor of the music industry at the University of Southern California and now publishes the blog Inside Music Media. Del Colliano had a unique vantage point to watch the consolidation and downfall of commercial radio, and he saw it coming. Now on his blog he documents the foundering of Clear Channel and other major broadcasters while forecasting the future of music media, with or without radio.

Tune in this Thursday June 18 at 9 PM CDT to 89.3 FM WNUR in Chicago on your analog radio or listen online at wnur.org. Of course the show will be available for podcast and download by Sunday at midnight at the radioshow site.

Continuing on the radio tip, I would like to now announce that I’ve embarked on a new group blog project focused on radio, along with two other collaborators who are both astute observers of the medium. The new blog is RadioSurvivor.com. My collaborators are the dogged FCC watcher, media historian and Ars Technica writer Matthew Lasar and Jennifer Waits, the woman behind the Spinning Indie blog and an expert on the history and vital role of college radio.

Our goal with the RadioSurvivor is to provide comprehensive coverage of radio from a variety of perspectives, from policy and regulation to technology and programming. We’re fans of radio and believe strongly in its viability as a medium with a future, despite the major commercial owners doing their best to run their stations into the ground.

Taking on RadioSurvivor doesn’t mean I’ll post here less. In fact, I think this will spur me to incorporate some new topics into the mediageek blog while I publish my more radio-centric material at RadioSurvivor.

Being a group blog our plan is to make sure RadioSurvivor has lots of fresh content every week — more than any one of us can do on our own. I hope you’ll check it out. Your comments are welcome!

Some Great Radioshows Coming Up

On Friday I recorded a phone interview with Jerry Del Colliano who is furiously documenting the death throes of commercial radio at his blog, Inside Music Media. However, that’s a shallow characterization of what Jerry is up to. As you’ll hear on the June 11 mediageek radioshow, Jerry has been way ahead of the curve not just on the destructive effects of consolidation, but also in seeing the need for radio to adapt to the new networked world and the generation that grew up taking the ‘net for granted.

I really enjoyed talking with Jerry. The man has a deep love for radio, but such an instinctive bullshit detector that he can’t also help but see that the medium is on the downslide. You should not miss this interview on June 11.

But first we’ll be laying some of the groundwork on June 4 with an interview with Alec Foege, author of Right of the Dial: The Rise of Clear Channel and the Decline of Commercial Radio, now out in paperback. I’ve discussed Clear Channel quite a bit here on the blog and on the radioshow over the last seven years, but Alec’s research into the history of this once-little Texas broadcast company really helps illustrate the wrong turn the entire commercial radio industry took.

On this Thursday’s show, May 28, I’m glad that Diane Farsetta from the Center for Media and Democracy will be joining me again. We’ll be talking about some of the recent lowlights perpetrated by the public relations industry, and how the industry is salivating at the opportunities it has to take advantage of the current crisis in journalism.

The mediageek radioshow airs live every Thursday at 9 PM Central on WNUR 89.3FM in Evanston-Chicago, IL, streaming live at wnur.org. The program is available every Monday for streaming and download at radio.mediagek.net and is heard on 13 other affiliate stations across North America.

The Secret to Limbaugh’s Success Is Giving It Away + Consolidation

Clear Channel, the Republican Party and Rush himself would have you believe that the key to his success in radio is due to the popularity of his idiosyncratic conservative viewpoint. But how did he get there? The same way as your friendly corner drug dealer — he gave it away for free.

This is something that folks who’ve watched the radio industry since the 90s know, and I blogged about six years ago:

Rush’s popularity rose in the early 90s at the same time that the fortunes of many radio stations was declining, especially small AM stations. At about the same time Premiere radio networks saw an opportunity and started selling these stations talk programming like Rush and Dr. Laura that was cheaper than these stations even attempting to do their own programming. For its part, Premiere could offer cheap rates to stations because they could leverage the nationwide coverage with their advertisers.

To start with, stations didn’t sign on to carrying Rush because he was so popular and entertaining. No, simply his program was long, relatively consistent and cheap, cheap, cheap.

Media blogger and former Inside Radio contributor Bill Mann reminds us all of this fact with a piece at the Huffington Post, now that Limbaugh’s back in the news as the apparent leader of the Republican party. Mann writes,

Here’s how a barter deal works: To launch the show, Limbaugh’s syndicator, Premiere Radio Networks — the same folks who syndicate wingnut du jour Glen Beck — gave Limbaugh’s three hours away — that’s right, no cash — to local radio stations, mostly in medium and smaller markets, back in the early 1990′s.

So, a local talk station got Rush’s show for zilch. In exchange, Premiere took for itself much of the local station’s available advertising time (roughly 15 minutes an hour) and packed the show with national ads it had already pre-sold.

He adds that his sources indicate that many small market stations are still paying nothing or next-to-nothing to air old Rushy.

The point that Mann doesn’t get to is the close relationship between ownership and political programming. It’s all the more relevant now while Limbaugh and his imitators keep crying wolf about the red herring of highly improbably revival of the Fairness Doctrine. I’ve always thought it unfortunate that many liberals and progressives have pinned hopes on resuscitating the Doctrine as a way to stem the tide of right-wing hate broadcasting. That’s because the Doctrine almost never worked the way they’d hope it would, mostly being used by political or commercial rivals to get at each other.

More importantly, while the rise of Limbaugh was certainly helped along by the absence of the Fairness Doctrine, the most potent force was the 1996 Telecom Act which removed the national radio ownership cap. That allowed Jacor Broadcasting to buy up an unprecedented 169 stations (sound quaint now, doesn’t it) before the ink on the Act was dry. Then a year later Jacor bought Rush’s syndicator, Premiere Radio Networks. Not long after that Jacor was acquired by Clear Channel, which would go on to own a peak of over 1200 stations.

While not every Limbaugh station was or is owned by Clear Channel, a very significant majority are, especially in major markets. While Clear Channel has made tentative steps into the liberal/progressive radio programming arena, by and large its overwhelming conservative bent has reflected the politics of its owners and founders.

Put simply: it’s the ownership, stupid.

Clever marketing (who can argue with free) taking advantage of the AM band’s poor fortunes in the early 90s combined with rapid consolidation created the Rush Limbaugh machine we know today. If Jacor and Clear Channel’s management had a liberal political bent, would Rush be the giant he is now? Hard to say, since not too many liberals head up companies like Clear Channel. But what we can’t lose sight of is the fact that liberals didn’t own Clear Channel, and the path to talk radio dominance was bought and paid for, just like payola, only technically legal.