Thanks to radio consolidation and the secondary status of leftist talk in major markets across the country, the final death knell for liberal talkers could be tolling. Leftist talkers simply don’t have the same radio draw as conservatives; KTLK was ranked #41 in the market in November 2013, with WWRL registering almost no pulse at all. KNEW registered just an 0.4 in the San Francisco market in December 2013, placing it #31 in the market.
Many people think that liberal talk radio doesn't succeed because of its message. I disagree. I think it doesn't succeed because it's not really "needed." People don't have to seek it out.
I think that liberals have no shortage of avenues to hear their own viewpoints. All of the TV stations spew liberal viewpoints 24/7. All the newspapers, all the opinion columns, on and on and on. So, for what reason would a liberal waste his time duplicating all this with radio?
Answer: There is no reason for them to do so.
On the other hand, conservatives NEVER hear their viewpoint ... because the libs actively block it from most media. Therefore, conservatives are driven to the radio to reinforce themselves and their beliefs.
If the media were fair, honest, and objective, Rush Limbaugh, et al, would be out of a job.