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March 25, 2005

The Fantasy Life of "Air America Minnesota"

I checked out the (relatively) new website for the local Air America affiliate.

Back on Presidents' Day, when I reviewed the Coleman "show", I asked, more or less rhetorically, if there were any radio grownups in the building.

The question isn't rhetorical any more.

I looked at their "advertising" page.

It starts with a bunch of standard radio advertising boilerplate, the kind of thing every radio sales guy will tell you.

Then the fun begins:

· There’s a saying in radio, “People don’t LISTEN to News/Talk radio – instead, they USE it.”
I thought for a moment - the saying must have come up sometime after I first left the business, in 1992.

Ah-hah! But then it should pop up on the web. I mean, if it's a "saying" in radio, it must pop up somewhere. Right?

So Right?

Back to the ad site:

· Hosts. Trusted. Known. Credible. Believed.
Nick Coleman.

Wild Wendy.

Say no more.

Air America works for Business
Hm.

You can hear the business acumen.

Consider the profile of the Air America listener in New York

· 25-54 . . .Unlike the traditional AM radio listener

Hu-whah?

I grew up in AM Radio. I was in talk radio before it was cool. And the core audience for talk has always, always been the 25-54 age groups.

· Educated, professional earning high income . . . Unlike the traditional AM radio listener
Stop it, you're killing me.

Again, the talk radio audience - both the conservative one and the pre-Limbaugh general talk audiences - have always been well-educated people in their peak earning years.

Judging by the demographics at AM1280, the conservative audience is even moreso; there's a lot of people out there who do very, very well.

What are these hamsters talking about?

· Spectacular ratings successes (like the early days of Rush).

· Portland, San Diego, New York #1 in 25-54 Adults

Half-true. Half baked wind.

Check the links above. KPOJ in Portland, Oregon got off to a respectable start, moving up to #8 in the market, and getting respectable numbers in the demographic they're shooting for. But the two "conservative" talkers, #1 and #4 KEX and KXL, both trouned KPOJ, and together get 2.5 times the numbers overall. Also note that Clear Channel owns both KEX and KPOJ; Air America exists in Portland to fill out Clear Channel's hand, no more.

Still, by Air America standards Portland is the big success. San Diego's KLSD gets respectable numbers by AA standards, but is still the #18 station overall, and fourth-ranked among talk stations. Like Portland, KLSD is under the same corporate roof as KOGO-AM, which is again the #1 station the market, and, yet again, a fellow Clear Channel property.

This is important. Air America's proponents have been crowing that this penetration into Clear Channel territory is great news for the network - and to an extent, it is. But it's not because Air America is, itself, a winning product on its own terms; in the cases of Portland and San Diego, it's so that Clear Channel can protect its talk powerhouses (who broadcast Limbaugh, Hannity and the like) from attack from the left. Not political attack, mind you, but commercial and ratings attack; if Rush Limbaugh is getting a ten share and Al Franken's got a 1.5, and you selling both, you're selling 11.5 points worth of ad clout; it all goes to Clear Channel's bottom line. It's strategy, not ideology.

But let's leave strategy aside for a moment and concentrate on Air America Minnesota's website claims. While I don't have demographic numbers handy, it seems reasonable that if the Limbaugh affiliates in both cities (ownership notwithstanding) are clobbering the Air America affiliates, and both are ostensibly going for the same demographic - people 25-54 - then there are two possibilities; Air America is not the #1 station among 25-54 year olds in Portland or San Diego, or one of the two stations is drawing a different group than the "Air America Minnesota" website claims.

Now, on to New York's WLIB. It's ranked #22 in the market overall, and it's the #3 talk station, behind WABC and WOR, both of whom are shooting for the same market as WLIB. Is it likely that WLIB beats two of the biggest talk powerhouses in the country - stations with vastly more signal and more polished programming - in the race for the coveted 25-54 age bracket?

You call it.

I'm not going to say the website is "lying" to potential advertisers, per se. I'm just saying that while there may be a way for those numbers to add up, I'm not seeing it.

Now, let's turn to what sales guys call the "call to action":

What's this mean to you?

· Loyalty - the station is a Cause. People have arrived at our offices, to "volunteer". [Well, to be fair, any time you do a talk show, "people" (two or more persons!) will "show up" looking to help out. Some of them are cool, interesting people. Some of them are hangers-on. Some are angling to get into the business the hard way. Some, we politely call "stalkers". Some just dig being around the stuff. It's all - well, mostly - good. Now that I've been fair, I'll be snarky; many Minnesota Liberals are so clogged with hatred that if you tell them kittens were created by Karl Rove, you'll get dead-serious alpaca-clad, Volvo-driving matrons and patchouli-drenched, Birkenstock-shod, piercing-studded college kids in smoke-belching Subarus turning up with lacross bats and meatgrinders. And if I were advertising, I'd be REALLY leery of "causes". Causes are built around emotions, and emotions fade. Like your business' prospects if you sink too much money into them - Ed]

· Businesses have called asking to "underwrite" [Hm. First: Then someone's not doing their job. Someone needs to tell "businesses" that this is not public radio. Second: as I noted on my President's Day audiofisking, they seem to be having trouble converting those potential "underwriters" into advertisers; half of their spot-load was network spots they had to play to pre-empt Marc Maron or Lizzzz Winstad or whomever. Most of the remainder were institutional sponsors - the Mdewankanton Sioux, Chrysalis, various trade unions - whose support is both incongruous (What, the Carpenters' Union is going to get members or business here?) and, seemingly, purely ideological. The few local business spots sounded - what's the word? Lonely? That's close - Ed.]

· Just like Public Radio – the listeners patronize the underwriters/sponsors. [Assuming you have either - Ed.]

That means - potential customers, loyal, with above average spendable income. [If all assumptions hold true (and I hope by this point in the screed I've convinced you that many of them might not), that's true. But I'd be interested in seeing a breakdown of their audience demographics - their per-capita income, education, etc - and comparing them with those of conservative talk radio (I'll be waiting a long time). The website tries to slur the education and economics of the conservative talk audience; fair enough, it's sales. But think about this; when I was at KSTP-AM in 1985-87, it was the poor cousin of the Hubbard empire. Today, the AM station carries KS95-FM AND Channel Five, with PLENTY of money left over. This does not happen when you're audience lives in trailers. How is Air America doing? We don't know yet - Ed.]

Here in the Twin Cities, at last count, AM1280 The Patriot had quadruple the ratings that the FrankenNet affiliate has - with a worse signal and only three local shows.

Let's check back on this in six months.

Posted by Mitch at March 25, 2005 06:51 PM | TrackBack
Comments

Another illustrious and well-respected host is coming to Dead Air America: Jerry Springer. Oy!Oy!Oy!

http://www.nypost.com/entertainment/42919.htm

Posted by: Nancy at March 25, 2005 03:37 PM

Mitch - This idea that Air America has penetrated Clear Channel is ridiculous on AA's part. A few years ago in another city, a neighbor of mine worked in the financial area at Clear Channel Radio. He was center left in his political thinking and I asked him if CC was discriminating against lefty talk hosts. His reply was as crass and capitalist as any accountants...if a Marxist revolutionary could draw/hold an audience and they could sell advertising at or above market rate to that audience, that Marxist revolutionary would be on 200 stations tomorrow.
The people at Clear Channel don't care what the product (host ideology, music selection or the worst format of all - tradio) is at all*. They only care if they can sell ads...the radio show is a means of delivering an audience to sell advertising to. At the end of the day, this is what commercial radio is about...putting on a product that attracts an audience that encourages advertisers to buy ad time. If Air America fails, like Governor Cuomo, Jim Hightower and other Liberal hosts before it, it will be for that reason and that reason alone.
*Stern might be the exception but only because of the FCC fines he generates.

Posted by: Tom at March 25, 2005 04:24 PM

Heard some of the Air America this morning. Can't remember the name of the local host, but he was repeatedly claiming to be somebody's monkey. Must be a Morning Zoo format or something.

Anyway, what struck me was the nature of the advertising. It's been mentioned before, trade unions, non-profit organizations, etc. I also noticed the University of Minnesota has jumped into the mix, advertising their hospitals and medical care or something.

The commonality among all of these groups is the involuntary nature of their funding. Union membership is mandated in many fields (including journalism) and the dues are not subject to controls with regard to political spending. Non-profits typically get government funding, meaning tax payer dollars redirected. And now throw in the U of MN, which get hundreds of millions of tax payer dollars. A part of that now being handed over to Air America.

I've always thought Air America, like NPR, would survive only if they could capture revenues produced outside of market conditions (meaning outside of any demand for their product). Getting the U of MN on board was the biggest fish the could land in this regard. Hard to say if that will even be enough to keep them afloat in the long run.

Posted by: Sorge Georos at March 25, 2005 05:28 PM

Speaking of AA, this accidental amusment is from the R&R homepage:

"Gary Krantz Named President Of Air America Radio-
Jon Sinton moves to co-COO role."

I would think the Air America would have the co-coo role well taken care of by now.

Posted by: Jerry Leigh at March 26, 2005 01:50 AM

The fact that this posting has a whole 4 comments distinctly shows that none of you listens to Air America Minnesota, its local shows, the shows it picks up from Air America, or the Ed Shultz Show from the Jones Radio Networks. They are growing, telling the truth, and adding new shows regularly. Accept it - there is an audience for progressive and liberal radio that does not resort to lying to its audience and counting on the stupidity of its audience to spread the neocon bullet point of the day like the local mis-named Patriot, Limbaugh, Hannity, etc.

Posted by: Betty at April 30, 2005 07:46 PM

Au Contraire, "Betty". I listen to as much Air America as I can stomach.

They are not growing at any appreciable rate - certainly not in synch with their investment (as I've shown in other postings).

One odd feature of their programming; they chant that they tell "the truth!" endlessly, and yet nearly every time I hear them they are in the midst of some fairly easily documentable falsehood!

Adding new shows regularly - what on earth are you talking about? In the past year, they've demoted one show (Marty Kaplan) to weekends (it was a disaster), replaced one host (Springer for Winstad), added a comically inane, insane overnight wackjob in Mike Malloy.

As to the "stupidity" of the audience - pfft. Surveys have shown that the conservative talk radio audience is better educated than the public at large. You can tell by the relative quality of advertisers when you compare, say, KSTP and the local FrankenNet affiliate.

In short, "Betty", you've bought their spin, but you really don't know what you're talking about.

And the Patriot is not mis-named.

Posted by: mitch at May 1, 2005 05:13 PM

This morning I tuned to Air America - the announcer was Coleman - I was tuned into AM 1500 - the announcer was Davis. Davis does not let any facts get in his way and his intellect is about as deep as a brick. His broadcasts are becoming like fingernails dragging across a blackboard. I thought I'd see what the lefties were up to on the air waves. After about 20 minutes of Coleman's infantile whining and name calling, along with his droning on and on about why people should not be held accountable for their behavior and his “wing nuts” are the source of all that is wrong in the world, he made Davis sound like a renaissance man, and that is no easy feat. So, I hit the CD button until Ruesse's update on Am 1500. Morning talk radio in this market is remarkably weak. Bring back Bob Yates. He was articulately funny and interesting even if a bit perverse blue.

Posted by: Mick at May 3, 2005 03:06 PM

This morning I tuned to Air America - the announcer was Coleman - I was tuned into AM 1500 - the announcer was Davis. Davis does not let any facts get in his way and his intellect is about as deep as a brick. His broadcasts are becoming like fingernails dragging across a blackboard. I thought I'd see what the lefties were up to on the air waves. After about 20 minutes of Coleman's infantile whining and name calling, along with his droning on and on about why people should not be held accountable for their behavior and his “wing nuts” are the source of all that is wrong in the world, he made Davis sound like a renaissance man, and that is no easy feat. So, I hit the CD button until Ruesse's update on Am 1500. Morning talk radio in this market is remarkably weak. Bring back Bob Yates. He was articulately funny and interesting even if a bit perverse blue.

Posted by: Mick at May 3, 2005 03:07 PM

As I was Googling for the Air America Minnesota website (www.airamericaminnesota.com), I came across Mitch's "The Fantasy Life of 'Air America Minnesota'" on March 25, 2005. I read through most of it and could only laugh, because if this guy thinks that Air America Minnesota is such a stupid, non-threat to his precious Rush and Jason Lewis, then why Mitch, did you spend all that time writing about it. I really think you should listen to AM950. This is a great station that cares about the majority of people in Minnesota, not simply cares about lining the pockets of executives, and riding T-Paws coat tails to Washington.

Posted by: Jon at May 24, 2005 09:37 AM

Thank God For Air America!

Listen. All I want is truth about issues that are important. I've listened to Rush and, except for open line Fridays, I did not find it listening to him. Are people who listen to Rush or Mike Malloy smarter? Did Clinton get fellatio in the White House? Are their more conservatives or liberals in this country? Who will win the next election? etc, etc...

I DON'T CARE!

Does the free market always make the best policy for mankind?

Are their better things we could be doing with the hundreds of billions of dollars we will be wasting in Iraq? THIS I care about

What kind of future will my children have? I want my country to take steps NOW to help make the world sustainable far into the future.

As a citizen of the country that gave the world the U.N., I wonder, are we able to effectively set international policy?

Remember, regardless of your religion or political affiliation, the truth always wins in the end. The truth won in The Revoltion, In 1865, WWII, The Civil Rights movement, etc

This is comforting to liberals


Posted by: Marty at September 12, 2005 12:08 PM

Conservatives lampoon Air America for lacking the ratings of established radio personalities such as Limbaugh and Hannity, and stations such as 1500. So what? The ratings disparity between liberal and conservative talkers might be a result of the relative newness of the former or a genuine preference for conservative viewpoints. Either way, popularity hardly lends creedence to conservative ideology. No one would argue that in the past, conservatives were errant in advocating slavery, misogyny, and religious intolerance despite the former popularity of such ideals. 20 years from now, no one will contend with the recognition that conservative resistance to equal rights for homosexuals, albeit popular, was based on fear and bigotry. At that point, however, conservatives will have moved on to another opportune target -- perhaps Autistic children? It's hard to predict what will next capture the attention and scorn of a group of people who have been fixated on Bill Clinton's fellatio for the past 7 years. Indicative of conservatives' dearth of reasoning facilities, a President that brought us domestic tranquility, unprecedented prosperity, federal budget surpluses, and international peace is despised for doing what Presidents have been doing for centuries -- getting a little on the side. In contrast, a pseudo-patriotic, pseudo-populist, silver-spoon-fed pansy who has brought us nothing but deficits, unemployment, terrorist attacks, divisive slime politics, cronyism, and altogether inept leadership is hailed as the second coming of Jebus Christ.

Posted by: Zoidberg at September 17, 2005 06:48 PM

In case 'Nancy' should ever check back here, HEY NANCY--you can laugh about Jerry Springer, but the fact is, he is a talented politician. The reason YOU DON'T KNOW this is because you DON'T LISTEN TO FACT-BASED RADIO.

Air America is fact-based. Rightwing radio is just that--rightwing. And these days the right wing is so far right, it makes anything in the center look left.
We liberals are the mainstream Americans. The rightwing liars like Limbaugh, etc. are a cancer chewing away at our democracy. They've done a great job. Hooray for them. They get ratings, they make millions. And our country, our economy, our middle class, our freedom and democracy go right down the crapper. Thank you, Rush Limbaugh, you big fat lying drug-addicted idiot.

Posted by: Terry at October 31, 2005 10:01 AM

Ed Schultz is on armed forces radio, just before Limbaugh. I heard Al Franken was going to be on too. Breath of fresh air!

Lee in Mashiko, Japan (transplant from St. Paul

Posted by: LeeinJapan at February 9, 2006 02:36 AM
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