Summary of "On the Media" Episode 2 - The Divided Dial

Podcast Information:

• Title: On the Media
• Host/Author: WNYC Studios
• Description: The Peabody Award-winning On the Media podcast explores the intricacies of media production, scrutinizing threats to free speech and government transparency. Hosts Brooke Gladstone and Micah Loewinger critically analyze media coverage of significant stories and uncover hidden political narratives in various media forms.
• Episode: Episode 2 - The Divided Dial
• Release Date: May 7, 2023

Introduction to Salem Media and The Divided Dial

In the episode titled "The Divided Dial," host Katie Thornton delves into the rise of Salem Media, a pivotal player in shaping conservative talk radio in the United States. The episode is part of a five-part series examining how one segment of the political spectrum gained dominance in talk radio and how Salem Media leveraged the airwaves to build a right-wing media empire.

The Foundations of Salem Media

Early Beginnings in Ararat, Virginia

The story begins in 1935 in Ararat, Virginia, where Stuart Epperson was born into a family of tobacco farmers. Despite the lack of modern amenities like electricity, the Epperson household became a hub for radio enthusiasts. Stuart's older brother, Ralph, ignited the family's connection to radio by:

Stuart Epperson [05:22]: "Friends, come with us again to the Grand Ole Opry house and join in another half hour of fun music and song."

This early immersion in radio set the stage for Stuart's future endeavors in broadcasting.

Transition to Broadcasting Education and Family Business

Stuart Epperson pursued broadcasting at Bob Jones University in South Carolina, a move that would eventually lead him to co-found Salem Media with his brother-in-law, Edward Atsinger. In 1973, the duo launched their first FM radio station in Bakersfield, California, aiming to propagate their evangelical faith to broader audiences.

Adam Peori [06:02]: "These brothers-in-law acquired a radio station in Bakersfield, California. It was almost like a patch of the south that was detached and set down north of Los Angeles."

Building a Radio Empire

Strategic Expansion and Business Model

Salem Media's growth was fueled by a strategic business model that differed from existing Christian radio stations, which were typically non-commercial and educational. By obtaining commercial licenses, Salem could sell airtime to preachers, creating a profitable cycle that allowed them to acquire more stations.

Stuart Epperson [07:14]: "Love your enemies, Matthew 5:44. Pray for them who despitefully use you and persecute you, that you may be the sons of your father who's in heaven."

This formula enabled Salem to establish a network that wasn't heavily reliant on large audiences or traditional advertising revenue.

Overcoming Early Challenges

Salem's acquisition of powerful stations like KKLA in Los Angeles marked a significant turning point, providing the financial leverage to secure larger loans and expand rapidly across major cities, including Chicago, Portland, and New York City.

Adam Peori [10:29]: "Their big breakthrough was when they acquired KKLA, which was a thousand times more powerful than the one in Oxnard."

Intersection of Media and Politics

Formation of the Council for National Policy

In the early 1980s, as Salem Media solidified its presence in the radio landscape, political strategist Paul Weyrich recognized the untapped potential of evangelical voters. Collaborating with Salem's founders, Weyrich helped establish the Council for National Policy (CNP) in 1981—a secretive organization aimed at aligning conservative leaders, donors, and media operators to influence national politics.

Stuart Epperson [20:04]: "How many of our Christians have what I call the goo goo syndrome? Good government. They want everybody to vote."

The CNP became a central hub where media and political strategies converged, with Salem Media playing a crucial role in mobilizing evangelical support.

Leveraging Radio for Political Mobilization

Radio became an essential tool for the new religious right to reach and engage their target audience. Weyrich and Salem utilized radio to disseminate conservative values and political agendas, effectively turning evangelicals into a formidable voting bloc without relying on mass voter turnout.

Stuart Epperson [22:55]: "I don't want everybody to vote. Elections are not won by a majority of people. They never have been from the beginning of our country and they are not now."

Growth and Strategy: The Telecommunications Act

Legislative Changes and Rapid Expansion

The 1996 Telecommunications Act, signed by President Clinton, eliminated the caps on the number of radio stations a single company could own nationwide. Salem Media capitalized on this deregulation, expanding from 18 stations in 1994 to 103 by 2005.

Stuart Epperson [31:45]: "Today, with the stroke of a pen, our laws will catch up with our future."

This expansion wasn't limited to traditional radio; Salem also ventured into digital media, acquiring conservative blogs, news sites, and launching podcasts and streaming services to broaden their influence.

Consolidation of Conservative Talk Radio

With increased ownership, Salem dominated the talk radio landscape, hosting a roster of influential conservative voices. Their approach was to create a unified platform that echoed the Judeo-Christian stance on key political issues, such as abortion and gay marriage.

Stuart Epperson [29:14]: "When they surveyed their listenership and asked their listeners who were listening to sermons where they were turning the dial after they found them turning the dial to talk radio and people like Rush Limbaugh."

This consolidation allowed Salem to shape political discourse and reinforce the alignment between conservative media and the Republican Party.

Salem's Influence on Conservative Talk Radio

Hosting Prominent Conservative Figures

Salem's talk radio stations featured a mix of religious and political hosts, including figures like Oliver North, Alan Keyes, Michael Medved, Hugh Hewitt, and Dennis Prager. These hosts were instrumental in promoting conservative ideologies and mobilizing listeners around political causes.

John FIA [09:34]: "Dobson was a big name in evangelical radio, still is... He changed my father's life."

Creating a Synergistic Media-Political Network

Salem Media's integration with the Council for National Policy ensured a seamless collaboration between media output and political strategy. This synergy amplified Salem's ability to influence both media narratives and political outcomes.

Phil Boyce [33:45]: "Talk radio is one of the most powerful forms of communication of the base. They do want to kill us."

Conclusion: Salem's Enduring Impact on American Politics

Salem Media's strategic expansion and integration with political organizations like the Council for National Policy have cemented its role in shaping conservative discourse in the United States. By leveraging radio and digital media, Salem has built a robust network that continues to influence political strategies and voter mobilization within the evangelical community. The episode concludes by highlighting the pervasive influence Salem has wielded over four decades, ensuring that right-wing talk radio remains a cornerstone of the Republican Party's identity.

Stuart Epperson [33:52]: "We do want to kill us."

This episode of On the Media provides a comprehensive look into how Salem Media transformed from a small evangelical radio station into a powerful media conglomerate intertwined with conservative politics. Through strategic acquisitions, legislative changes, and political alliances, Salem has played a pivotal role in shaping the media landscape and influencing American politics.