If You Wanted to Kill Local Radio . . .
By Brian Lambert
KOOL 108 will go totally robot—no quipping between blasts of nostalgia—and along with Rush Limbaugh and Sean Hannity, Twin Cities listeners will almost certainly be hearing more of "high-quality national acts," such as Ryan Seacrest via the flopping empire's Premium Choice syndication package.
Do you like shamelessly lame corporate jargon? How about this Clear Channel home office description of what comes next as its stock price slides below a buck a pop—technically already a "penny stock"—" ... a multi-point plan to raise the bar for radio programming across all dayparts and platforms, including online and mobile.”
"To raise the bar . . . ." From what? Something a blind mole could get over?
The similarities to what has the Star Tribune and other big papers in bankruptcy are stark, to say the least. The big boys bet—preferably with someone else's money—that the valuation ratios would keep climbing . . . ten-times billing, fifteen-times billing, twenty-times billing. Now, having ignored the impact of digital technology (iPod) and the broadening appeal of taste fragmentation (news/info and music via the Internet), the tent has collapsed.
As the Bushies used to like to say, "Who could have anticipated . . . ?"
OK, it hasn't completely collapsed, like, say, The Hindenberg. Jason Lewis—a local act—rose to number one in the 25 to 54 afternoon Arbitron ratings just released, a clear indication that there is still at least one salary to be covered by tea bagging and Obama-bashing. But Clear Channel's bet—like newspapers—was that the public revered constancy, that is to say the same product looking and sounding pretty much as it always has, no matter how many million MP3 players and websites were being bought and created.
The enormous debt loads required—to deliver huge profits to the major players moving from private to public (and in Clear Channel's case) back to private—meant every traditional element of every traditional format had to stay precisely as it was, with the only variable being the number of people required to produce it.
If any Clear Channel executive wants to explain the cost/benefit logic of canning Dan Donovan, I'm all ears. My eyes glaze at the thought of listening to Golden Oldies. But if you do have an audience that laps up nostalgia, give it to me straight, are you seeing research somewhere that says that same nostalgia-loving audience is not as interested in the era-appropriate humor of a jock they remember from way back when . . . as they are in the musty old tunes? Or, put another way, how much is a mega-conglomerate really saving by whacking Donovan or any of these people?
I must also say a kind word about Dan Barreiro's producer/sidekick, Joe Anderson, AKA "Mr. Phun." Barreiro is a quality act. But he and everyone who thinks two seconds about radio knows how much Anderson meant to the sound of that show.
Anyway . . . it really is kind of hopeless. Mass media is an endangered species. (What? You want tele-type sound effects for news flashes like that?) But the irony is the inability of these mastodon-size debt beasts to serve any number of potentially valuable niche audiences, people looking for broadcast formats beyond . . . classic rock; pop country; golden oldies; tea bag talk; and half-assed, mailed-in news.
I only mention restoring The Fairness Doctrine these days to annoy my paranoid right-wing friends—you know, the ones hoarding guns and bottled water for when Obama sends them to FEMA camps and turns us into Sweden with baseball. But with Clear Channel, Citadel (KQRS's parent), and CBS Radio at low ebb, now might be a good time to put the squeeze on the industry—or at least the next generation of owners, as the barons who oversaw the collapse slink away with their winnings—for legitimate, verifiable "localism."
Empires such as Clear Channel and the bazillion "Christian" broadcasters are terrified of true "localism" because it impedes their one-stop profit-taking with syndicated acts such as Limbaugh, Hannity, and the vast chorus of wing-nut preachers.
I frankly don't get the appeal or need for music radio at all anymore. Seriously, who needs it? If it all vanished tomorrow, it'd take even the dimmest Luddite ten minutes to adapt.
But that's just me.
There is still life though in broadcast news/talk, assuming the sellers clean up and modernize their products, which means adjusting with the era and the culture and testing formats they haven't been able to play with under the weight of the casino debt that has now crushed them.





