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Understanding the Rise of Talk Radio

Published online by Cambridge University Press:  18 October 2011

Jeffrey M. Berry
Tufts University
Sarah Sobieraj
Tufts University


The number of radio stations airing political talk shows—predominantly conservative talk radio—has surged in the past few years. This massive change in the radio industry says something about the demand for such shows, but attributing the rise of talk radio to a corresponding rise in conservative popular opinion is misleading. We argue that this remarkable growth is better explained by the collision of two changes that have transformed the radio business: deregulation and the mainstreaming of digital music technologies. Regulatory changes have shifted much of radio production and control from local to mass production (managed by industry giants such as Clear Channel Communications) and created a context ripe for nationally syndicated hosts such as Rush Limbaugh, Glenn Beck, and Mark Levin. Meanwhile, rapid technological changes have given consumers more control over the way they listen to music. Technologies such as MP3 players, Internet radio, smart phones, and Pandora Radio have made it more difficult for stations with a music format to be profitable. As music programming has become more problematic, many stations have developed a highly successful business model by converting to talk formats airing nationally syndicated shows.

Copyright © American Political Science Association 2011

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