What Air America Tells Us About the Difference Between Conservative and Liberal Benefactors by: David Sirota
Tue Feb 09, 2010 at 09:00
Former Air America CEO Danny Goldberg has a must-read on the demise of the radio network and what he believes it tells us about the difference between conservative movement funders and their (supposed) progressive counterparts. Here's the key excerpt:
Conservatives believe in doing whatever it takes to promote their ideas. Richard Viguerie, viewed as one of the architects of the modern conservative movement, wrote a book in 2004 called America's Right Turn: How Conservatives Used New and Alternative Media To Take Power, in which he explains how the right wing used talk radio among other tools. Viguerie stresses that conservatives understand that ideological change does not usually occur overnight; that it takes patience and long-term thinking to build a movement...
The fatal flaw in Air America's genetic code was the pretense that liberal talk radio was a great business opportunity, that progressives could have their cake and eat it too, could do well by doing good, make big salaries and get a great return on investment while also pursuing an ideological agenda. Sure, every once in a while political media like Michael Moore's movies or Rush Limbaugh's radio show will make money, but for those interested in influencing public opinion, media in all venues is vital whether it makes money or not...
Perhaps the major liberal donors are confused because they became accustomed to focus groups and polling, which are useful tools in predicting short-term public reaction to political messages. They can tell you if a particular TV spot will turn off swing voters two weeks before an election. But long-term political ideas have a more complex and uncertain creative path. Conservatives understand the need to focus on both long- and short-term political communication...
Whatever the reasons, the theory of leaving political media to the marketplace has enabled a status quo in which one-third of the American public are never exposed to progressive ideas or even to facts that are incompatible with the right-wing narrative.
Identifying, developing and marketing talent takes a lot of experimentation with a predictable amount of failures in order to establish successes. This is part of the reason it took even an ultimately successful company like Fox News years to turn a profit. Another need for investment was to market a brand-new format with lots of personalities new to radio and to give incentives for radio station owners in smaller markets to give the new format a chance.
Although the earliest and wackiest group of Air America owners overspent on a few items like studios and initial salaries, within months the primary characteristic of Air America was a lack of cash for marketing, affiliate growth and talent development. The pressure from wealthy liberals was not to create a long-term strategy as conservatives had done, but to show a business model that would turn a profit in a year or two.
To his credit, Goldberg acknowledges that he was far from a perfect manager during his tenure at Air America. But he goes on - rightly, IMHO - to point out that regardless of management, this key difference between conservative and progressive investors have inherently tilted the scales against Air America and progressive media in general. .........(more)
The complete piece is at:
http://www.openleft.com/diary/17281/what-air-america-tells-us-about-the-difference-between-conservative-and-liberal-benefactors
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