NewMajority.com recently posted an article contending that conservative talk radio is growing more “angry” as a result of increased competition for listeners.  Author Tim Mak’s primary source appears to be Salem host Michael Medved, who is quoted at length:

One of the most civil voices in talk radio, Michael Medved, explains the economic pressure upon the industry. He told NewMajority: “In this [economic] environment, you have something of a push to be outrageous, to be on the fringe, because what you’re desperately competing for is… P-1 listeners [those who tune in most frequently]. The percentage of people on the fringe who are P-1s is quite high,” he explained. As a result, talk radio hosts are feeling more pressure than usual to yell harder, scream louder, and insult further. Talk shows “are fighting for an ever- smaller pie, [which means that] you’ve got to be even louder about it because you’re trying to get the attention of an ever-smaller niche.”

Interesting theory.  If true, talk radio has completed the job of painting itself into a corner, a project that started about 20 years ago with Rush Limbaugh’s rise to prominence.  Tragically, radio execs took the wrong lesson from the Rush phenomenon.  He wasn’t a success because he was an unyielding conservative; he was a success because he was absolutely unique.  Today’s hosts won’t achieve anything lasting or significant simply by yelling nasty things at ever-increasing volume.  They must offer a compelling and unique worldview that resonates with a large number of listeners.  Best examples: Michael Savage and Glenn Beck.  True, they yell, but that’s a natural extension of who they are.  Savage is a refreshingly smart and independent voice who is truly politically incorrect.  Beck, once marketed as Rush for a New Generation, has risen to new heights after deciding to be himself on the radio — warts, tears and all.