Sunday, April 25, 2004

Conservative Talk Radio as a Market Solution

Down a couple of post below, I talk about a Jay Rosen essay. One of his commenters says something I wanted to clip out and highlight for those who won't Read the Whole Thing.
Those who reject the "liberal media bias" accusation should ask themselves why there is such a large audience for conservative talk radio, and such quick success for Fox News, while liberal talk radio fails except in a couple of "blue area" cities, and most other TV news outlets and newspapers are losing viewers and subscribers.

The answer is not that the population outside of the blue counties are fools, dupes and uninformed. Instead, it is market saturation for leftward-slanted information by mainstream news and entertainment outlets.

Rush Limbaugh's success started because he was supplying information that resolved the cognitive dissonance of many. Ordinary citizens could not reconcile their own knowledge and experience with the inexplicably contradictory information in the mainstream media - especially TV news.

That Limbaugh is a master of his medium is of course important to his success, but it was the untapped market for alternative information that created the demand. The numerous other popular conservative talk show hosts of lesser talent buttresses this explanation.

Posted by: John Moore (Useful Fools)

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