Conservative Talk Radio - History - The Rise of Conservative Talk Radio

The Rise of Conservative Talk Radio

Within the next decade, conservative talk radio schedules had developed the most listener loyalty (highest ratings) and performed particularly well when compared with most mixed or liberal/progressive talk radio. By 1991, Limbaugh had become the number one most syndicated radio host and AM radio had been revived.

Syndicated talk radio rose in popularity due in part to the Telecommunications Act of 1996, which facilitated the consolidation of radio stations into large conglomerates (Clear Channel Communications rose to become a major figure in talk radio in the United States; although it only owned one major "flagship" caliber radio station (KFI/Los Angeles), Clear Channel owned a large number of key AM stations in other large markets, allowing it to establish a national presence). With multiple large-market stations now owned by a small number of companies, syndicated programs could be disseminated more easily than before. During the late 1990s, political talk radio (other than Limbaugh) was still only a portion of the talk radio environment; other subgenera such as lifestyle talk (Laura Schlessinger), truck talk (Bill Mack, Dale Sommers) or paranormal talk (Art Bell's Coast to Coast AM) and general interest apolitical interviews and talk (Jim Bohannon, Joey Reynolds) made up a typical AM talk station's lineup.

The September 11, 2001 attacks brought on a wave of nationalism and a desire to rally around the United States and its government, which was led at the time by the Republican Party. This environment led to a large increase in national conservative talk radio hosts: The Glenn Beck Program, The Sean Hannity Show, The Laura Ingraham Show, Batchelor and Alexander and The Radio Factor all launched into national syndication at this time; The Savage Nation, which had launched nationwide a year prior, saw a large increase in syndication around this time as well.

The popularity of conservative talk radio led to attempts to imitate its success with progressive talk radio in the mid-2000s, led by the launch of Air America Radio. Air America did not have the success that conservative talk had, due in part to weaker stations and talent that was inexperienced with the radio medium. Air America ceased operations in 2010. As of 2012, conservative syndicated talk shows far outnumber their progressive counterparts; while usually only one progressive talk channel can be found in most markets (with Dial Global the predominant syndicator), at least two and often three conservative talk stations (one local, the rest mostly syndicated) can be found.