Time For News/Talk To Expand Its Appeal

One day after Republican Donald Trump’s unexpected win in the presidential election, conservative talk radio found itself in an unexpected position—as victors. For the first time in eight years, the party conservative radio typically aligns with is also set to control both branches of elected government. InsideRadio reports given Trump’s campaign, it could prove to be a challenging landscape.

With no Democrat in the White House as an adversary and an untested President-elect in Trump, talk radio faces something quite unique. And no one is confronting that reality more than talk radio hosts in the so-called #NeverTrump movement. They include some well-known hosts, from Charlie Sykes at Scripps’ WTJM Milwaukee (620) to Erik Erickson at Cox Media Group’s WSB Atlanta (750), neither of whom ever endorsed Trump and often railed against him. In fact, in Wisconsin, a coalition of conservative hosts opposed to Trump’s candidacy was partly credited with his losing that state’s primary election. Other notable Wisconsin talk radio hosts that opposed Trump included Midwest Communications WTAQ-AM/FM Green Bay host Jerry Bader and iHeartMedia talk WISN-AM Milwaukee’s Vicki McKenna.

Gabe Hobbs

Trump did, however, enjoy robust support among many other radio talkers, most notably—and least surprisingly—Fox News’ Sean Hannity, who has been one of Trump’s most vocal advocates. (The New York Times recently referred to their cozy relationship as a “bromance.”) For both Trump fans and foes, pivoting from months of contested primary and general election coverage to broadcasting during the Trump presidency will mean some fluctuation. As in past election cycles, conservative talk listening has surged in the weeks and months before the election; ratings will likely now fall back to earth. Talk hosts will have to stretch to hold onto listeners.

“Most talk stations have a great run up during the election year and then are hammered by the double whammy of Christmas, where talk radio tends to be left out in the cold anyway, and of a post-election hangover,” notes talk radio consultant Gabe Hobbs.

In the future, industry analysts say conservative talk hosts would be wise to broaden their message and look to attract more listeners, particularly younger adults, and discuss issues that matter to them. “These are the listeners and topics talk radio needs to ensure the financial viability of the format in the years to come,” says former talk radio host and programmer Darryl Parks.

“But, with a format existing mostly on AM radio, the focus will continue to be on an aging, conservative audience that will provide little help for the format’s survival in the future.”

No matter which party occupies the Oval Office, Hobbs thinks the format can find continued success. “The job of talk radio or any entertainment outlet is NOT to pivot based on who is in the White House or which party controls Washington,” he says. “Talk radio’s job continues to be the same now as it always has—entertain and inform.”