Former News Radio Staffer Spills the Beans on How Shock Jocks Inspire Hatred and Anger

Editor's Note: Thanks to the blogger Digby for highlighting this essay, of which she writes, "This is a very interesting article written by a former right wing talk show producer revealing the secrets of the trade. I think the thing I find most interesting about it is that this fellow is obviously a fairly level headed guy but it took until the obnoxious talk radio coverage of Katrina for him to realize that their entire schtick was a fraud." 

I first got into journalism because I thought I could make a difference.

I wrote for the school newspaper and did “news” reports on a radio station a friend and I started at my high school in Springfield, Mo. I got my first professional job at age 20, while still in college, at a local radio station’s news department. Three years later, I became a news director, and 12 years after that, in 1995, I was recruited to move to Milwaukee to become news director at WTMJ, one of the largest and most successful news/talk radio stations in America.

That was where my real education occurred.

I worked for three years as news director, and then, in 1998, gained the additional title of assistant program director, a role I held until leaving the station in July 2006. From that position, I worked closely with our talk show hosts and became intimately familiar with how they appeal to listeners and shape their vision of the world. Let me tell you some of the lessons I learned.

To begin with, talk show hosts such as Charlie Sykes – one of the best in the business – are popular and powerful because they appeal to a segment of the population that feels disenfranchised and even victimized by the media. These people believe the media are predominantly staffed by and consistently reflect the views of social liberals. This view is by now so long-held and deep-rooted, it has evolved into part of virtually every conservative’s DNA.

To succeed, a talk show host must perpetuate the notion that his or her listeners are victims, and the host is the vehicle by which they can become empowered. The host frames virtually every issue in us-versus-them terms. There has to be a bad guy against whom the host will emphatically defend those loyal listeners.

This enemy can be a politician – either a Democratic officeholder or, in rare cases where no Democrat is convenient to blame, it can be a “RINO” (a “Republican In Name Only,” who is deemed not conservative enough). It can be the cold, cruel government bureaucracy. More often than not, however, the enemy is the “mainstream media” – local or national, print or broadcast.

Sometimes, it can even be their own station’s news director. One year, Charlie targeted me because I had instructed my midday news anchor to report the Wimbledon tennis results, even though the matches wouldn’t be telecast until much later in the day. Charlie gave out my phone number and e-mail address on the air. I was flooded with hate mail, nasty messages, and even one death threat from a federal law enforcement agent whom I knew to be a big Charlie fan.

In the talk radio business, this concept, which must be mastered to be successful, is called “differentiating” yourself from the rest of the media. It is a brilliant marketing tactic that has also helped Fox News Channel thrive. “We report, you decide” and “Fair and Balanced” are more than just savvy slogans. They are code words signaling that only Fox will report the news in a way conservatives see as objective and truthful.

Forget any notion, however, that radio talk shows are supposed to be fair, evenhanded discussions featuring a diversity of opinions. The Fairness Doctrine, which required this, was repealed 20 years ago. So talk shows can be, and are, all about the host’s opinions, analyses and general worldview. Programmers learned long ago that benign conversations led by hosts who present all sides of an issue don’t attract large audiences. That’s why Kathleen Dunn was forced out at WTMJ in the early ’90s and why Jim and Andee were replaced in the mid-’90s by Dr. Laura. Pointed and provocative are what win.