Air America’s fate up in the air

Three years after Air America vowed to save the country from Rush Limbaugh and George W. Bush, the progressive radio network has downshifted to the more modest immediate goal of saving itself.

But the most interesting long-term question may be what Air America’s life and troubles say about liberal voices on talk radio – the most conservative-dominated medium in the country.

The prototypical talk radio station today is New York’s WABC-AM, whose daytime lineup of John Gambling, Limbaugh, Sean Hannity and Mark Levin is purebred, wall-to-wall conservative.

“This is what most listeners want,” says WABC program director Phil Boyce. “We didn’t set out to ram a point of view down anyone’s throat. This is what works for WABC.”

Air America suggested others wanted something else.

“Radio listeners for too long have heard only one side of the story,” said host Al Franken the day Air America launched on March 31, 2004. “Now they can hear the truth.”

Air America hosts package their messages in various ways. Rachel Maddow often takes a more academic approach, leavened with sardonic wit. Randi Rhodes can be more of a pit bull.

Its most prominent personality, comedian/author Franken, ended his radio show this month as he prepares to seek the nomination for a U.S. Senate seat from Minnesota.

The network, which has had financial trouble from the start, was officially purchased in bankruptcy court last week for $4.25 million. Critics say this proves it hasn’t worked.

“Air America tried to do what we do and failed because they weren’t any good,” says Limbaugh. “$4.25 million? That’s embarrassing. I have more than that in my checkbook.”

But the fate of Air America is very likely not synonymous with the future of progressive talk.

“There were liberals on the radio before,” says Michael Harrison, editor of Talkers magazine. “And there’s other progressive talk now: Ed Schultz, Stephanie Miller. They will continue regardless of Air America, which is really just a couple of good shows and a brand name.”

The name, though, has helped raise liberal talk’s profile.

“I can’t tell you how many people call me and say, ‘Thank God you’re here. I’m not alone,’ ” says Rhodes.

“In cities like Portland, where Air America is on a strong station and has been promoted, it’s been very competitive,” says Paul Woodhull of Media Syndication Services.

Woodhull questions Air America’s approach – “You can’t start with the premise of getting somebody elected” – but he sees liberal talk growing and notes that most talk formats take years to build.

“Most talk radio is not political,” adds Harrison. “You have sports talk, black talk, car talk, NPR.

“Conservative talk is very successful, but it’s not the majority of talk radio. It’s a niche. That’s what liberal talk can be.”