Air America now in Madison

[lukpac]

The story so far...

For years WMAD was "New Rock 92.1". Then, about a year and a half ago, Clear Channel decided "New Rock" was dead, fired all the DJs, and turned on "Madison's New Mix 92.1". Quite a few people weren't happy. Then, a few months ago, Clear Channel axed another station and turned *that* in WMAD "New Rock, No Rules". 92.1 became WXXM but kept it's format.

Well, apparently "Madison's New Mix" wasn't doing well, so what's next? Air America. They went on the air this morning - the first FM station to carry AA. Now the question is who can claim to be "Madison's Progressive Talk"...

Media musings: To air is liberal

By Rob Thomas
September 7, 2004

Liberal radio listeners must feel like a high school nerd who, after years of being unable to get a date, suddenly finds the entire cheerleading squad fighting for his affections.

For years, the political spectrum on talk radio stretched from the right all the way to the far right, with Rush Limbaugh, Bill O'Reilly, Michael Savage and Sean Hannity syndicated in almost every market. There were a few liberal success stories, such as Jim Hightower and Randi Rhodes, but by and large conservatives had a stranglehold on the medium.

While their grip remains awfully firm, that may be starting to change. In fact, Madison now is in the surprising position of having two radio stations openly skirmishing over which one gets to call itself "Madison's Progressive Talk."

One is Clear Channel's WXXM/FM 92.1, the former "hot adult contemporary" Mix 92.1, which today is being re-christened The Mic 92.1, "Madison's Progressive Talk." The lineup will feature the most prominent personalities of the left-leaning Air America syndicated radio network, including Al Franken, Janeane Garofalo, and Rhodes, as well as a local voice in Stuart Levitan (who occasionally contributes to The Capital Times).

Last Thursday, when Midwest Family Broadcasting's WTDY/AM 1670 heard of Clear Channel's plans, it began calling itself "Madison's Progressive Talk." Clear Channel operations manager Mike Ferris says Clear Channel has trademarked the phrase, and has sent a cease-and-desist order to WTDY.

"They got wind of it and started using it on the air," Ferris says. "Sneaky, sneaky. We're serious. It's one thing to play hard, but it's another thing to play fair."

But WTDY program director and morning host John "Sly" Sylvester says his station is not backing down, and will continue using the phrase on the air.

"Clear Channel's all angry because that's what they've been calling their different stations around the country -- Portland's Progressive Talk, Albuquerque's Progressive Talk and they're very mad that we got to it first," Sylvester says. "But you can't trademark something that you don't have up on the air. Our lawyers are dealing with that, and we are not going to be stopping."

The dust-up over a phrase underscores how much radio stations around the country want to capture progressive listeners. One reason is based in politics; liberals see how effectively conservatives get their message out through the airwaves on talk radio, and want a competing voice to be heard just as loudly.

"People have figured out that conservatives have effectively mobilized their base through talk radio," Sylvester says. "It's how they spread the word. Using entertainment to spread a message can be fun and profitable. It was just a matter of time before that happened."

The other reason is financial, not surprisingly. Radio stations believe there's an untapped market of left-leaning listeners out there who would flock to a news-talk station that reflected their mind-set.

"People of a liberal slant, my God, there's nothing out there for them," Ferris says. "That's why they've embraced public radio, because at least it's fair and balanced. This is an opportunity to bring programming to the market that heretofore has been unavailable."

With The Mic, Madison will become the 27th city in the country to broadcast Air America programming. It's also the first Air America station to be broadcast on FM, not AM, which Ferris thinks will attract a different kind of listener.

"I think we're able to reach out to a new audience, an audience that doesn't use the AM band that much or doesn't go down to that end of the FM dial," Ferris says. "Most people I know who are younger, they don't get into AM talk. It's not until people get older. They've heard "Sweet Home Alabama" for the millionth time, and they don't need it anymore, and they start looking for a little more companionship, that commonality of who's thinking like me."

WTDY is countering Clear Channel's plans by dropping right-wing Fox news personality Sean Hannity and moving up Fargo progressive personality Ed Schultz from evenings to afternoons. Liberal talk show host Stephanie Miller will take over Schultz's slot in the evening.

"As talk radio has become more and more a sea of right-wing wackos, I think the audience has finally recognized the need to balance that with some good left-wing wackos," Miller says on her Web site. "I'm thrilled to be able to meet that need."

Sylvester says WTDY will keep Fox news commentator Bill O'Reilly. Doesn't that run against the notion of "progressive talk"? Sylvester says O'Reilly is somewhat of a maverick. "If we're the Kennedy family, he's Arnold Schwarzenegger," Sylvester says.

Both stations are emphasizing their Madison connections. Ferris says Clear Channel essentially allows its stations to operate as franchises, shaping programming that reflects their community. He says Levitan's two-hour slot from 5 to 7 p.m. is the beginning of the station's local focus.

The initial success of Air America, which made its debut in March and has posted big ratings in markets like New York City and Portland, has helped convince Clear Channel that there's an audience for progressive talk around the country that could be tapped, Ferris says.

"Clear Channel as a whole is understanding that there's an audience for this and there's a need for it," he says. "The need is a matter of saying these people are disenfranchised with what's available on the dial. If you have an underperforming radio station in your group, let's take a risk, a calculated risk."

Sylvester scoffs at WXXM's attempt to position itself as Madison-grown, noting that WTDY has nine hours of local programming every weekday compared to WXXM's two hours, and that the station will be a presence at local progressive-minded events like Fighting Bob Fest and the Labor Day festivities at the Madison Labor Temple.

He also questions the sincerity of Clear Channel, which critics have called "radio's big bully" in getting into the progressive talk game.

"Our company's here in Madison," Sylvester says. "The money that they make here in Madison goes to Texas, and their owners are big supporters and contributors of George Bush. I find that a little disingenuous for them to be pretending to support the progressive movement when they don't. They are just using this to make money. I think it has to be more than that."

Whichever station prevails in the struggle over who gets to call itself "Madison's Progressive Talk," the ultimate winner seems clear: the radio listener with a "Kerry/Edwards 2004" sticker on his back bumper.

E-mail: rthomas@madison.com

Published: 8:35 AM 9/7/04

[Patrick M]

Also on XM, Sirius, and the net:

http://airamericaradio.com/listen.asp