The inevitable has come to be: liberal talk radio network Air America has filed for bankruptcy.

This media midget filed, listing liabilities in excess of $20 million and assets of only $4 million. Considering the massive amount of legitimacy and media coverage, this supposed answer to conservative talk radio shows like Rush Limbaugh ends up not being worth the going rate for one Erie radio station.

Here’s why it didn’t work: they violated the rules of commercial broadcasting. No matter you’re your agenda or good intentions you will crash and burn unless you accomplish the following:

  1. Market your station - they did very well with this, considering the MSM gave them millions in free publicity
  2. Attract listeners - check these top markets Arbitron ratings (station with Rush in parentheses):
    a. #1 New York - WWRL - did not show (WABC 3.6)
    b. #2 Los Angeles - KTLK 0.9 share (KFI 3.9)
    c. #3 Chicago - WCPT 0.6 share (WLS 3.0)
    d. #4 San Francisco - KQKE 0.6 (KSFO 3.3)
    e. #5 Dallas/Ft. Worth - no affiliate (WBAP 3.4)
  3. Sell advertising - when you have to have a big red bold “Advertise With Us” on the front page of your website, that tells me you are having difficulty connecting with the dollars
  4. Make a profit - well, we know the answer to that

If there is one thing that’s certain is that radio station owners will flock to the latest format if they see ratings and revenues results. With Air America’s track record, I’m forecasting the demise of the short-lived “progressive talk radio” format.