A few years back, I was asked to join the staff of an ambitious but doomed radio project. It had started out as a Net-only venture, then tried for broadcast affiliates when it became painfully obvious that there was no money in streaming, not enough to pay a large staff, anyway. I was on board for a specific purpose, which was to whip one particular show into shape as a viable radio property, and I did that. And on the day the show was cancelled, the explanation given to us was that we'd been TOO successful, that the show was a good, solid radio show but that they didn't WANT a good, solid radio show. No, they wanted to "push the envelope" with "cutting-edge" programming that would out-raunch Howard Stern, so they decided to go with newer, "fresher," radio-inexperienced talent, which made sense given that several of the people calling the shots similarly had no prior radio experience.
A month after I left, the network folded. The staff hadn't been paid in weeks.
I've been thinking about that experience when reporting on the travails of Air America Radio, AKA "the liberal talk network." Another of the network's executives, a radio sales veteran, bolted today, following four others out the door, and reports indicate that they missed Wednesday's payroll, although there are conflicting reports that they paid up on Thursday. These are obviously bad signs, but you gotta wonder how they got here.
I can tell you that. They're afflicted with the same disease that other network had- the desire to show everyone how it's done by trying to do it from scratch. Talk radio veterans? Don't need 'em. We know better. Regular talk radio is too white and male, so we're gonna go out and have lots of women and African-Americans- and we're gonna load 'em all onto the same shows! One host per show- how passe. And experience won't get people to listen, but star power will, and doesn't everyone just LOVE Janeane Garofalo and Al Franken?
Ah, no.
You know all about that. Perhaps you've sampled the network's odd mix of NPR elitism and somnambulism with stridency and strained "humor." I have the network on right now, and they've gone through about 4 or 5 minutes of an interview with unnamed actresses about an unnamed movie at the Tribeca Flim Festival- oops, they finally identified the guests as the daughters of Sidney Poitier. Exactly who would want to listen to this is unclear. (They just aired a song with the lyric "when I suck you I really suck you "- they then bleeped the word "fuck," as if that's necessary after the first line) The question isn't whether the programming mostly, ah, sucks, but how it got this way. It's that impulse to reinvent the wheel, to create talk radio without finding out what works in existing talk radio. In fact, it sounds like they aggressively hired people who have never been involved with successful talk radio, who have never even HEARD successful talk radio (or, if they have, don't understand WHY it's successful). There's not a single show that sounds right, with the occasional exception of Randi Rhodes, who was better on WJNO. And it's not like there weren't experienced, solid, local liberal hosts to hire- Mike Webb, Johnny Wendell, Bernie Ward, Lynn Samuels, etc., etc. The network just wasn't interested. They also didn't need to do a 24/7 network- developing individual shows for syndication, as another group did with Ed Schultz, makes a lot more sense and would have given them a fighting chance at getting on decent stations in more markets, but they listened to someone who fed them a line about being unable to put liberal hosts on otherwise conservative stations. And, so, we're here, with a handful of weak affiliates and taking on water.
It's not about the ideology, it's about doing good radio. And while I think the ideological element got in the way, the bottom line is this- they could have been a contender. They aren't. And it's because history repeated itself- the same attitudes that sank that network I worked at are sinking this venture. It's Business 101- if you want to develop a car company, you have to hire people who know how to build, and market, and sell a car. You don't hire people who make cereal and tell them to build a sedan and a minivan, stat.
And you don't hire people who apparently despise talk radio and tell them to DO talk radio.
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