Doing well by doing good

Clear Channel adopts liberal programming on growing number of stations

The day before President Bush's inauguration, listeners tuning in to the Detroit sports station WXDX-AM were suddenly greeted by the sound of braying donkeys. By the time Bush was taking the oath of office, the radio station had new call letters and a full schedule of liberal talk shows.

WXDX-AM -- now known as WDTW-AM -- is one of 22 stations owned by Clear Channel Communications Inc. that have switched to a liberal talk format in the last year. This month, KTLK-AM in Los Angeles became the latest Clear Channel station to adopt the format.

Those who track broadcasting trends say there's money to be made in liberal talk radio. Todd Webster, a consultant for Washington-based liberal talk show producer Democracy Radio, said Clear Channel is expected to introduce the left-leaning format on 20 more stations by the end of the year.

"There is a tremendous appetite out there for progressive talk," he said.

Webster said that even as recently a year ago, no one thought Texas-based Clear Channel, a media conglomerate that owns 1,200 stations -- including Twin Falls radio stations KEZJ-FM, KLIX-AM and KLIX-FM -- would ever become partners with upstart liberal talkers.

"There has been a tectonic shift in the industry from all of the big brains and the head honchos saying, 'Nobody wants to listen to a bunch of whiny liberals on the radio,"' Webster said.

The partnership might seem surprising because of Texas-based Clear Channel's conservative reputation. Clear Channel CEO Lowry Mays and his wife gave $65,000 to the Republican National Committee in the last election cycle, and two-thirds of the company's federal donations went to Republicans, according to the Center for Responsive Politics.

I just love irony.