Babyboomers remember clutching transistor radios, listening to Motown or the Beatles. Though there were a few “shock jocks” (like Joe Pyne) on big city stations, radio had mainly a “top 40” music format. In the 1990’s, politically conservative shows seemed to displace the Casey Kasem model. But, as the Limbaugh’s and the Beck’s self-destruct, a new and gentler talk radio format is becoming popular in Phoenix. It portends the future of radio, which will provide wide variety of shows for a wide variety of listeners’ tastes. Television has grown from three networks to hundreds of stations, specializing in everything from food to golf. In Phoenix radio, there are also three examples of this trend of identifying and satisfying new niches.
Joe Dugandzic had been podcasting for two years, when, in June 2010, he created a radio show, which interviewed leaders in the Gay Lesbian Bisexual Transsexual (GLBT) community. Since that time, Q Talk Arizona, one of the few such shows in the US, has developed a cornucopia of seven podcasts (general interest, technology, nightlife, food, sports, automotive news and a new relationship advice show). “We want to inform and inspire listeners by providing quality information to the GLBT community and its allies.”
Another longtime Arizona resident—Shonte Evonne—was inspired to reach another underserved community. People moving to Phoenix from New York, Los Angeles and other major cities, have often been shocked to find no African-American radio stations in this the sixth largest city in the US. In October 2008, Let’s Talk Arizona debuted to give talented musicians, artists, and others in Phoenix a platform. “The show, which has been on hiatus,” says Evonne, “Will return this fall with a greater emphasis on controversial, social issues.”
Another station gaining popularity in Phoenix is 1480 KPHX. “KPHX,” says Kathleen Osborn, the Sales Manager, “is Phoenix’ only progressive talk radio.” The station was started eight years ago by Dr. Mike Newcomb, who was running for governor and thought there needed to be a media outlet for progressive views in Phoenix.
Few children in Arizona grow up wanting to be a talk radio executive. But these radio innovators were inspired, as adults, to get into the business by friends and mentors. They are creative, grounded (all prefer the excitement and spontaneity of face-to-face interactions to social media), and are successfully using modern techniques (e.g. podcasts, streaming) to reach and inspire new listeners in Phoenix.
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