posted on Apr, 3 2004 @ 07:27 AM
Originally posted by kramtronix
Why Liberal radio will fail, as it has in the past:
I agree in a sense with the article.
In addition, corporate advertisers may favor conservative hosts who are friendlier to their points of view.
"If you're promoting SUVs, you're more likely to get an SUV commercial than if you're bashing them. That's pretty elementary,"
Right wing AM babysitters are pretty much shameless whores for their sponsors. Rush, who probably has never set foot in Red Lobster or Auto Zone, has
no problem talking them up.
Another big Rush advertiser is pharmaceuticals. He promotes political ideology against national healthcare, so it's in Phizer's interest to
advertise on a junkie's show.
So even though Lib Radio may have an audience... even a highly intelligent, well educated difficult to reach audience... they will have a hard time
attracting traditional sponsors. I'm guessing Old Navy or some brand trying to be "hip" has the best mesh.
Also, there's the problem of reporting ratings. Arbitron has a monopoly on ratings diaries. It's well known in the advertising industry that people
"stack" their weekly diaries claiming to listen to much more radio than they do...
This is NEVER more true than for politcal ideology. Rush has a rabid following that is suspected of claiming to listen 3 hours a day, 5 days a week,
even when they don't.
For Lib Radio to succeed in Rush terms (like 20 million supposed listeners) the Arbitron diaries will have to find their way into a significant number
of ultra political loyal listeners hands, willing to lie like they do for Rush.
Remember Arbitron is not like Neilson. There's no radio box. It's entirely based on you agreeing to do it for a year, then "honestly" filling out