Talking Ids

The Atlantic features a fascinating article this month about talk radio in which the author goes behind the scenes of a popular radio show here in LA. He examines the entire ethos of the business while focusing on one right wing talk show host named John Zeigler.

A couple of things about the business itself stuck out at me. Evidently, they really do make the case that it isn’t right wing politics that make them successful; it’s the “stimulating” nature of their format:

KFI management’s explanation of “stimulating” is apposite, if a bit slippery. Following is an excerpted transcript of a May 25 Q & A with Ms. Robin Bertolucci, the station’s intelligent, highly successful, and sort of hypnotically intimidating Program Director. (The haphazard start is because the interviewing skills behind the Q parts are marginal; the excerpt gets more interesting as it goes along.)
Q: Is there some compact way to describe KFI’s programming philosophy?
A: “What we call ourselves is ‘More Stimulating Talk Radio.'”
Q: Pretty much got that part already.
A: “That is the slogan that we try to express every minute on the air. Of being stimulating. Being informative, being entertaining, being energetic, being dynamic … The way we do it is a marriage of information and stimulating entertainment.”
Q: What exactly is it that makes information entertaining?
A: “It’s attitudinal, it’s emotional.”
Q: Can you explain this attitudinal component?
A: “I think ‘stimulating’ really sums it up. It’s what we really try to do.”
Q: [strangled frustration noises]
A: “Look, our station logo is in orange and black, and white—it’s a stark, aggressive look. I think that typifies it. The attitude. A little in-your-face. We’re not … stodgy.”

Ok, she’s a bozo, but probably less of a bozo than she sounds. The article doesn’t go there, but I strongly suspect that when you have an 800 pound elephant like Rush as your drive time cash cow, you’d better stimulate in a very particular way, if you know what I mean. She just can’t say that. This is particularly true in a business that is monopolized by a very few companies:

Radio has become a more lucrative business than most people know. Throughout most of the past decade, the industry’s revenues have increased by more than 10 percent a year. The average cash-flow margin for major radio companies is 40 percent, compared with more like 15 percent for large TV networks; and the mean price paid for a radio station has gone from eight to more than thirteen times cash flow. Some of this extreme profitability, and thus the structure of the industry, is due to the 1996 Telecommunications Act, which allows radio companies to acquire up to eight stations in a given market and to control as much as 35 percent of a market’s total ad revenues. The emergence of huge, dominant radio conglomerates like Clear Channel and Infinity is a direct consequence of the ’96 Act (which the FCC, aided by the very conservative D.C. Court of Appeals, has lately tried to make even more permissive). And these radio conglomerates enjoy not just substantial economies of scale but almost unprecedented degrees of business integration.

Example: Clear Channel Communications Inc. now owns KFI AM-640, plus two other AM stations and five FMs in the Los Angeles market. It also owns Premiere Radio Networks. It also owns the Airwatch subscription news/traffic service. And it designs and manufactures Prophet, KFI’s operating system, which is state-of-the-art and much too expensive for most independent stations. All told, Clear Channel currently owns some 1,200 radio stations nationwide.

The article goes on to discuss just how specious the ratings system really is and how much it depends on guesswork to determine who is listening and in what numbers:

An abiding question: Who exactly listens to political talk radio? Arbitron Inc. and some of its satellites can help measure how many are listening for how long and when, and they provide some rough age data and demographic specs. A lot of the rest is guesswork, and Program Directors don’t like to talk about it.

These big companies control as much as 35% of a market’s total ad revenue and they set the prices for these ads based mostly on “guess work.” Deregulation is credited with creating these big companies and enabling the economies of scale that are bringing them such huge profits. And the political view that dominates almost all talk radio station in the nation is Republican, the party that supports deregulation. A coincidence I’m sure.

The article looks closely at this guy John Ziegler who may or may not be typical of right wing radio hosts. His self righteous sense of victimization sounds so typical, however, that I think he may be fairly indicative of what makes people like this get up in the morning. He’s certainly a misfit. His main beef (although there are endless beefs) is that political correctness has cost him a decent life. He said something that people called racist and he thinks it was unfair. He said some things that people called sexist he feels put upon. The author of the piece is inclined to give him the benefit of the doubt but I see the problem entirely differently.

He used the word “ni**er”. Speaking of “the Arab world” he says, “We’re not perfect, we suck a lot of the time, but we are better as a people, as a culture, and as a society than they are, and we need to recognize that, so that we can possibly even begin to deal with the evil that we are facing.” And he goes absolutely nuts when people say that he is racist for saying these things.

What wingnuts like him don’t understand about this is that when they openly embrace the party of Strom Thurmond and Phyllis Schlaffley and Jesse Helms, they carry their extra baggage and they need to choose their words more carefully than others. The context in which he said those things could show that he wasn’t a racist but when you are a card carrying right winger don’t be surprised if people jump to conclusions.

They certainly have no trouble applying this standard to members of the party of alleged traitors like Michael Moore when they do not carefully choose their words on the subjects of terrorism and war. For some reason conservatives believe that the scourge of “political correctness” only goes one way when it is clear that they are enforcing speech codes just as rigid as anything seen on an ivy league campus. Instead, when they are called on their insensitive and racist remarks they immediately retreat into a whining mass of self pity (while they sit in the corner sputtering that liberals must disavow Ward Churchill’s every utterance.) As Thomas Frank so convincingly proved in “What’s The Matter With Kansas” this sense of grievance is simply what makes guys like him tick. In fact, there seems to be an abiding sense of grievance in parts of the American character that has manifested itself successfully in the right wing talk format.

I urge you to read this whole article if you can. It’s a fascinating look into a world that is as unglamorous as you can get and still be called media. (Well, except for blogging.) Talk radio is more than entertainment. Way more. It’s the conservative id.

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