The recent demise of Air America Media reignited the debate over why liberal talk radio has struggled to find a viable audience.  You’ve heard all the theories: bad business plan; putting politics ahead of entertainment; the mainstream media provides enough liberal news and comment, et cetera.  Now former liberal talk host Steve Young puts forth a powerful new explanation.

According to Young’s opinion piece at Philly.com, Air America and most other liberal talkers have copied the pedantic, almost authoritarian style of conservative talk radio — a style that doesn’t appeal to the liberal audience.  As Young writes:

“[T]he crux of liberal talk’s inability to match up to right-wing talk isn’t the business plan or the lack of a Limbaugh. It’s a failure to understand its audience… Before Limbaugh, talk radio was about wanting to know what you think. Today, it’s telling you what you should think. The liberal audience doesn’t work that way; reaching a consensus on the left is like herding cats.

Wouldn’t it make sense to go to your strength, not try to mimic your opponent’s? The left needs to pay attention to the success of Comedy Central’s one-two punch of Jon Stewart and Stephen Colbert. They don’t necessarily reach the numbers of Limbaugh, Beck, or Sean Hannity, but they have cornered the market on political satire, and there’s no denying their influence.”

Of course, comedy isn’t the only way to reach a liberal audience.  Young fails to mention the one radio network that enjoys great success with a style that owes nothing to Rush, Glenn or Sean.  It’s called National Public Radio.