The Real Story About Right-Wing Talk Radio and Its Continuing Decline in Influence
An insightful article in this month’s Milwaukee Magazine about what makes right-wing radio tick caught my attention, not so much because it’s confirming what most people know, but doing it in a well known media publication like Milwaukee Magazine.
A couple key excerpts from the article by a former WTMJ talk radio program director Dan Shelly:
In the talk radio business, this concept, which must be mastered to be successful, is called “differentiating” yourself from the rest of the media. It is a brilliant marketing tactic that has also helped Fox News Channel thrive. “We report, you decide” and “Fair and Balanced” are more than just savvy slogans. They are code words signaling that only Fox will report the news in a way conservatives see as objective and truthful.
Forget any notion, however, that radio talk shows are supposed to be fair, evenhanded discussions featuring a diversity of opinions. The Fairness Doctrine, which required this, was repealed 20 years ago. So talk shows can be, and are, all about the host’s opinions, analyses and general worldview. Programmers learned long ago that benign conversations led by hosts who present all sides of an issue don’t attract large audiences.
There is no way to win a disagreement with Charlie Sykes. Calls from listeners who disagree with him don’t get on the air if the show’s producer, who generally does the screening, fears they might make Charlie look bad. I witnessed several occasions when Sen. Russ Feingold, former Mayor John Norquist, Mayor Tom Barrett or others would call in, but wouldn’t be allowed on the air.
This is something I and others have been pointing out for years now so it’s somewhat vindicating to have our worst assumptions confirmed by someone on the inside.
The real losers in all of this aren’t the phony talk show hosts in the article, but the people of Milwaukee who want to move this community forward but constantly run up against the considerable, if not questionable, power that those screaming into the microphones hold.
While they’ve claimed to be standing up for the “regular guy” in their constant attempts to block progress on everything from transit to affordable health care for years now, the amount of influence they hold in this community continue to diminish as the real motives for their actions - increasing ratings - become clearer.




I live in the Washington Heights neighborhood of Milwaukee, WI with my wife Jen, our daughter Emerson, and son Carter.