Liberal KSAC Radio Station Moving To Gospel Format, Cites Lack Of Advertisers
From Sacbee:
Nationally syndicated talk show host Mike Malloy just called to confirm that the KSAC (1240 AM) rumors are true:
The station is changing to a gospel format Monday morning.
“I got the call from (KSAC general manager) Paula Nelson today — she told me it broke her heart to have to make the change,” Malloy says.
The Atlanta-based talk show host, whose show has been carried daily on the station, says he first heard about the switch earlier this week via his boss, Nova M Radio CEO John Manzo.
Manzo, on the phone from Phoenix, also confirms the switch.
The reason? Economics.
“They don’t have the revenue to support the format,” Manzo says.
Malloy put it in even clearer terms.
“It’s not a ratings thing — we have plenty of listeners,” Malloy says. “KSAC is experiencing what most other liberal talk show format stations are experiencing - it’s not a lack of audience, it’s a lack of business support.”
In other words, not enough advertising dollars.
Big-name, deep-pocketed businesses, Malloy says, are turned off by the station’s progressive format.
“If you listen to Rush Limbaugh or Sean Hannity, you’ll hear (plenty) of national ads,” he says. “If you listen to someone like me or Randi Rhodes, there’s a complete lack of those types of sponsors.”
It’s a problem plaguing liberal talk radio in markets across the United States, he adds, noting that stations in San Francisco and San Diego have been forced to make similar changes.
There’s a reason that big business doesn’t get behind so-called “progressive radio” and it’s painfully obvious to everyone except progressives.
What respectable business is going to send millions of dollars in ad revenue to people who bash the President, the country, and the war on a constant basis?
Not only that, but liberals never miss an opportunity to bash corporations as evil and crooked. Why the hell would big business support the enemy?
Probably the biggest reason that big business doesn’t support left-wing radio is that there’s no benefit to it. The audience for Mike Malloy or Randi Rhodes is so tiny that it’s not worth it.
Only a very tiny sliver of America enjoys listening to hate progressive radio and it’s unlikely that will ever change. Companies flock to Sean Hannity, Bill O’reilly, and Rush Limbaugh because they have the largest radio audience’s in the United States.
Rush has the largest radio audience in America, followed by O’reilly, and then Hannity. O’Reilly and Hannity also have the highest rated news programs on cable television.
In fact the same comparisons you find between left-wing radio and conservative radio carry into television. MSNBC is far and away the most left-wing news channel in America, and it’s also dead last in the ratings night after night.
If liberals didn’t club listeners over the head with the same “America sucks” mantra 365 days a year they may actually get an audience, and maybe even a few sponsors.
-Chris Jones
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Chris - I’d like to interview you about this post on my left-wing talk show on my left-wing radio station. Please let me know if you’re interested. Best to call me on my cell phone at 240-353-7651 or email me at hal@krxa540.com.
We’re in Monterey, CA and the KRXA Morning Show is on 8-10 M-F.
Cheers,
Hal