Posted on 05/23/2007 11:45:33 AM PDT by Zakeet
A liberal talk radio network founded more than three years ago as an alternative to conservatives such as Rush Limbaugh is undergoing a "relaunch" this week, though media analysts say "the marketplace will tell the story" of whether the revamp will succeed in the long run.
The Air America Radio Network this week began syndicating on 64 stations nationwide and XM satellite a retooled lineup of programs, introduced a more interactive website and launched an "I'm an Air American!" advertising campaign involving liberal celebrities.
It's all part of what the network in a press release called "the official relaunch of Air America 2.0."
Along with "proven veterans like Randi Rhodes, Thom Hartmann, Rachel Maddow and the Young Turks," the network's weekday schedule now features a talker named Lionel, who is currently heard on 92 stations across the country.
"Air America is about one thing: radio," the new morning show host stated, "radio that's an alternative to the usual, bumper sticker Rush wannabe."
Other changes include a week-in-review show featuring commentators Arianna Huffington, Mark Green, Bob Kerrey and Bob Shrum.
Seeking to expand its listening audience, the network began the week by airing taped interviews with prominent Democratic politicians, including Sens. Hillary Clinton of New York and Barack Obama of Illinois and Reps. Charles Rangel of New York and Henry Waxman of California.
Michael Harrison, publisher of Talkers magazine, told Cybercast News Service Tuesday that Air America Radio is "heading in the right direction" in what he called "a very difficult business."
"You have to look at Air America in context. Too many people have said, 'Look, it's liberal. It failed,' as if that's why," Harrison said. "The fact that they're liberal or progressive is irrelevant to me. It has to do with talent and a good business plan."
"Most movies fail, most books don't become best-sellers, and most TV shows don't become hits," he said. To be successful, the network must "have good shows that appeal to listeners and sponsors, plain and simple, just like any other radio syndicator."
Harrison also praised Air America's hiring of David Bernstein as vice president of programming as "a definite step in the right direction," because "he's a true, seasoned, professional radio programmer" and "not a political operative. He has no agenda other than to succeed in broadcasting, and that's what they need."
Roger Aronoff, media analyst with the conservative group Accuracy in Media, agreed on Tuesday that the network is "making smart moves" in "attempting to reinvent and relaunch itself as a credible voice in the marketplace of ideas."
"The real test, however, will be the test of time," Aronoff told Cybercast News Service. "Will it succeed as a business, or will it require George Soros and other left-wing sugar daddies to bail it out, to keep it relevant and operating through next year's election?
"While they are sure to continue dishing out red meat to their Bush-hating audience, do they really have much to offer that isn't already presented in more moderate-sounding language on MSNBC, CNN and the other network news programs?" he asked.
"No excuses this time, Air America," Aronoff said. "The marketplace will tell the story."
Rough ride
As Cybercast News Service previously reported, Air America Radio was launched during early 2004 but encountered financial problems from the start.
By August of 2005, the network had grown from 16 stations to 70 outlets, but founder Evan Cohen was investigated by New York City regarding loans from the Gloria Wise Boys & Girls Club, and Air America had to repay more than $800,000 it had received from the charity.
A month later, the company began a fundraising effort "to continue this great success story and start shaping the national debate the way that Right Wing talk radio does every day."
After reaching a peak of 90 stations, Air America's financial problems worsened, leading the company to seek bankruptcy protection in October 2006. At that time, comedian Al Franken left to run for a U.S. Senate seat for Minnesota.
Last March, the network was purchased by Green Family Media. "Air America is a great idea and iconic name, but it's also been an underperforming asset with unrealized potential," said Chairman Stephen Green in a news release.
"We intend to stabilize its structure, programming and balance sheet - and then to turn it around by next year," he stated. "I'm a businessman used to making money, and Air America will be no exception."
“the official relaunch of Air America 2.0.”
The Titanic sails again....now with new and improved deck chairs.
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