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The Structural Imbalance of Political Talk Radio

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Abstract:

Despite the dramatic expansion of viewing and listening options for consumers today, traditional radio remains one of the most widely used media formats in America. Arbitron, the national radio ratings company, reports that more than 90 percent of Americans ages 12 or older listen to radio each week, “a higher penetration than television, magazines, newspapers, or the Internet.” Although listening hours have declined slightly in recent years, Americans listened on average to 19 hours of radio per week in 2006.

Among radio formats, the combined news/talk format (which includes news/talk/information and talk/personality) leads all others in terms of the total number of stations per format and trails only country music in terms of national audience share. Through more than 1,700 stations across the nation, the combined news/talk format is estimated to reach more than 50 million listeners each week.

As this report will document in detail, conservative talk radio undeniably dominates the format.