Missoula News

liberal radio's future

Radio CEO Responds to Angry Missoula Listeners

By Dana Green, 3-02-06

In the wake of the abrupt disappearance of progressive talk radio on Missoula’s local KNS station, New West rang up Simmons Media CEO Dave Simmons Thursday to find out why.

Just one month ago, the Salt Lake City-based company took over operations of three Missoula stations: KNS 105.9, The Trail, and an adult contemporary station. Only a few weeks later, Air America Radio, a national liberal radio network, and local commentary went off the air earlier this week, switching to a traditional music format.

After leaving a message with his assistant, Simmons called us back promptly, leaving a message urging us to call him back.

Simmons, a Republican Party supporter who has donated thousands of dollars to Pres. George Bush and local politicians, vehemently denied the decision had anything to do with his political leanings. Affable and direct, he said the move was strictly business.

“I love Al Franken’s show … I think it is great,” he said. “(But) we’re in the business to perform well.”

Progressive talk radio attracted a narrow spectrum of listeners, Simmons argued. On the other hand, classic rock and pop music – the “McDonalds” of radio, as he phrased it – appeals to a broader audience.

“In terms of FM (in Missoula), there was opportunity for a traditional music format,” he said, adding, "And we do McDonalds really well.”

When asked why he would want to compete against a few other stations – including his own – Simmons insisted the market was wide enough to bear the competition.

“You listen to an FM market, and you’re going to hear quite a few stations that sound alike,” he said. “We want the broadest market we can go after.”

Simmons also insisted his company isn’t afraid of putting a big-mouthed liberal or two on the air – if they have willing advertisers.

In larger markets, such as Salt Lake, edgy shows on Simmons-owned stations have done well on the FM dial, he said. Two examples he gave were Radio From Hell on Simmons’ X96, and the Tom Barberi show, which Simmons picked up after the left-leaning Salt Lake radio veteran was dropped from his AM station after 30 years on the air.

“We’re the company that brings you Radio from Hell,” he said. “We don’t shy away from controversy.”

But Salt Lake City Weekly editor Bill Frost, who covers the radio industry in the Salt Lake area, was unimpressed by Radio from Hell’s street creds as progressives.

“Radio from Hell has been on ten years,” Frost said. “It’s actually not that controversial, it’s very popular. It’s left-leaning, that’s for sure – but it’s not the same as having an entire network. The rest of the format is straight music.”

Frost credited Simmons for picking up Tom Barberi on their new conservative FM talk station, which also plays Bill O’Reilly and other right-wing commentators. He also pointed out that, unlike Clear Channel, Simmons was a local company with strong community ties and a good reputation.

"They are a good company," Frost stated.

So can Air America Radio make it in the New West – with increasing consolidation among radio stations and a focus on profits rather than diversity? Will Missoula forever be stuck with 20-year-old Bon Jovi tunes instead of Al?

Air America still hasn’t reached Salt Lake, despite the larger market, Frost pointed out. His sage advice for angry radio fans in Missoula – switch to satellite.

“I would advise everyone to go to satellite radio,” he said. “If you want to say ‘screw you’ to corporate radio, that’s your best move.”

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