Clear Channel drops liberal talk for ‘advice’ format on WSAI

By Robert Riggsbee

(This analysis is being provided exclusively to the Courier by Robert Riggsbee, president of Inside Media in Cincinnati.)

Clear Channel Communications has decided that liberal commentary doesn’t work in the Tri-State, and that spells curtains for the Jerry Springer show and Air America on WSAI-AM.

In January 2005, Clear Channel launched the progressive talk format, including Springer and the liberal network Air America, on 1530 WCKY-AM.

The strategy was to run a polar news/talk radio station to that of WLW-AM and WKRC-AM, which had cornered the market on conservative talk programming.

Through locally based research panels, Clear Channel (NYSE: CCU) determined that there was a niche to be filled in Cincinnati radio offering up left-of-center talk to an audience that did not fit the conservative talk programming of Jim Scott, Mike McConnell, Jerry Thomas, Rush Limbaugh or Sean Hannity.

At one point, Springer was on approximately 50 network affiliates. For all intents and purposes, the liberal talker was on the syndication fast track. However, as time passed, and the liberal talkers’ “buzz” began to fade, Springer’s show diminished to about 25 affiliates.

In July, both Springer and the Air America network were moved from WCKY-AM’s 50,000 watt power signal to the significantly weaker WSAI-AM’s 5,000 watt signal.

In September, Air America dropped Springer from its liberal talk lineup. The network is having its share of problems: in October, it filed for bankruptcy, and is currently in a restructuring mode. It has been speculated that there are investors waiting in the wings to run it under a new business model.

After two years of liberal talk, Clear Channel has pulled the plug on Air America, and Jerry Springer’s last recorded show will air this Friday on 1360 WSAI-AM.

The progressive talk format was never a ratings leader or ratings contender in the Cincinnati radio market. In the summer Arbitron ratings book, WSAI ranked 18th in the adults (25-54) demographic, Monday-Sunday between 6 a.m. and midnight. The station posted a lackluster 1.5 share and a 0.2 rating.

As of this Monday, Clear Channel will replace WSAI with “1360thesource.com,” a new “talk and advice” format that includes syndicated talk show hosts Clark Howard, Dr. Laura Schlessinger, Neil Boortz, Dr. Joy Brown, Joey Reynolds, and the Wall Street Journal report.

The rest of the weekday programming will include reruns of old 55KRC “advice” shows like Gary Sullivan’s “At Home,” Ron Wilson’s “In the Garden” and Steve Overbeck’s “Autoline.”

The weekends will feature how-to shows that will be very similar to the programming currently airing on 55KRC every Saturday and Sunday.

Clear Channel’s interest in rerun programming and tier-two syndication likely stems from the low cost of operating which figures nicely into its current expense-cutting strategy.

The problem with this scenario is that 1360thesource.com will be competing with mainstream talk stations WLW, WKRC, WCKY, WDBZ and the newest talk station to enter the market, Supertalk 96.5FM. At least WSAI’s liberal talk format was exclusive in terms of targeting liberals and exploiting a niche. It has now jumped into a very competitive talk radio arena that most likely will not be able to support six such formats in Cincinnati.