In an opinion piece posted to The Huffington Post, KCAA/Riverside, CA CEO Fred Lundgren says that nothing but progressive talk shows will close the widening abyss between liberals and conservatives, as long as Democrats remain in their own “online ecosystem.” Says Lundgren, “Instead, we must speak calmly, reasonably, professionally, and directly to red state voters in their language over their medium … radio.”
Lundgren says the anger expressed in the voting booth during the last election has put the future of our country in jeopardy. “Democrats are not reaching the people who have the voting power to change the course of America,” he says, and he believes that must change drastically before the next election. “We must reach these voters where they spend time almost every day, and that’s listening to talk radio.”
Lundgren advises HuffPo readers to carefully craft the content of progressive shows to speak the “language” of middle America and avoid wedge issues. “These shows must offer real practical economic solutions that will reverse the decline of the middle class,” he writes. “These solutions must include a one trillion dollar economic stimulus that reaches into their community and their family. Most importantly, the message and the messenger must be free of condemnation, blame and fear.”
And Lundgren gives advice to readers on how to get a progressive program started. “To produce such a program, start by visiting your local talk radio station and ask to speak with the sales manager. Find out what it takes to buy an hour of broadcast time each week. Then, go back to your Democratic group and pick the right host. Then raise the money to put a program on the air, not just once a year, but at least once a week for years. Don’t expect free air time. Those days ended during the Reagan era. There is no FCC rule that gives you the right to demand free air time. Too many Democratic activists have made the mistake of underestimating the power of broadcast radio. To those people I say… Stop it! Wake up to your political reality and realize that you are not the type of person you need to reach with your message.
“Most red state voters don’t stare at a computer screen or thumb a smart phone all day. So, get off the internet and turn on your AM radio and listen. It may come as a shock to some of you that AM refers to a lot more than just the time of day.”
Lundgren tells prospective hosts that even small stations will have more listeners “than you can possibly attract to your local Democratic meeting with e-mail blasts and text messaging, even if you promise free beer after the meeting.”
And he says progressives should avoid contacting music stations: “Don’t bother to approach your favorite music station. You won’t get beyond the receptionist. By the way, as the CEO of a news/talk station, I’ve never understood why it takes a staff of 40 people to play a song … but I digress.”
Read Lundgren’s full column HERE.
