On the Media: The Most Influential Christian Talk Radio Network You've Probably Never Heard of

Podcast Episode Summary | Release Date: March 10, 2023

Introduction

In this episode of On the Media, hosts Brooke Gladstone and Micah Loewinger delve into the powerful yet often unnoticed realm of Christian talk radio, focusing on Salem Media Group—the largest conservative Christian multimedia company in the United States. Through investigative reporting by Katie Thornton, the episode explores how Salem has shaped the political and cultural landscape of American talk radio, its strategic growth, and its profound influence on politics and society.

Salem Media Group: Origins and Growth

The story begins in 1935 in Ararat, Virginia, where Stuart Epperson was born into a family passionate about radio. Inspired by his older brother Ralph, who built and operated a community radio station in their farmhouse, Stuart pursued broadcasting at Bob Jones University. Together with his brother-in-law Edward Atsinger, Stuart co-founded Salem Media Group in the 1970s.

Salem's early strategy involved acquiring commercial radio licenses, allowing them to sell airtime to preachers and broadcast their own religious programs. This business model enabled rapid expansion, with Salem acquiring multiple stations across major cities like Los Angeles, Chicago, and New York. By the mid-1980s, Salem had grown from a single station to a national network, capitalizing on the repeal of the Fairness Doctrine in 1987—a regulatory shift that removed requirements for balanced ideological coverage on radio stations.

Key Figures and Strategic Decisions

Phil Boyce, a seasoned talk radio programming veteran, played a pivotal role in Salem’s expansion. In 2018, speaking at a conference, Boyce highlighted the transformative impact of Donald Trump's candidacy on talk radio:

"We call him the gift that keeps on giving. This guy right here is a game changer for our format and you can take advantage of this every single day." [10:32]

Eric Metaxas, a prominent Salem host, exemplifies the network’s intertwining of religion and politics. Initially known as an evangelical public intellectual, Metaxas transitioned into a staunch supporter of Donald Trump, using his platform to promote conservative agendas and election fraud conspiracies:

"I'm genuinely convinced that that means voting for Trump. It doesn't mean that." [16:07]

Influence on American Politics

Salem Media Group has been instrumental in shaping the political narratives within the Republican Party. Through strategic programming and influential hosts like Dennis Prager, Hugh Hewitt, and Mike Gallagher, Salem has cultivated a loyal listener base that aligns with conservative and Christian values. The network's influence was particularly evident during the 2020 election, where Salem hosts amplified unfounded claims of election fraud, contributing to the political polarization that culminated in the January 6th Capitol riot.

Katie Thornton recounts how Salem media pushed the narrative of a stolen election:

"In 2021, Salem released a film hosted by far-right activist Dinesh D'Souza... 2000 Mules claims to prove election fraud in 2020. The movie is rife with shortcomings and outright falsehoods. Regardless, the film was a hit." [21:46]

Salem’s synergy with political entities is further underscored by its connection to the Council for National Policy (CNP), a secretive organization that networks conservative leaders and strategists. Founders Stuart Epperson and Edward Atsinger held leadership roles within the CNP, ensuring that Salem's media strategies were closely aligned with broader conservative political objectives.

Business Model and Media Strategy

Salem’s success can be attributed to its efficient business model of centralized programming and strategic acquisitions. By producing their own shows and syndicating them across over 3,000 stations, Salem minimized costs and maximized reach. This approach allowed Salem to maintain consistent messaging and expand its influence without relying heavily on local audience preferences or advertising revenues.

The repeal of the Fairness Doctrine in 1987 was a significant turning point for Salem. Freed from the obligation to provide balanced viewpoints, Salem capitalized on promoting a singular conservative perspective. Phil Boyce noted the newfound freedom:

"Terry Fahey, who was the manager for KKLA, the Big LA station, was telling me he recognized the power that they had after the Ferris Doctrine was repealed..." [46:04]

This regulatory change enabled Salem to become a dominant force in talk radio, promoting conservative ideologies without the need for opposing viewpoints.

Expanding Influence: Beyond Radio

Beyond traditional broadcasting, Salem has diversified its media presence through podcasts, internet television (Salem News Channel), streaming services, and a robust publishing arm (Regnery). Salem’s integration into various media platforms ensures comprehensive coverage and continuous reinforcement of its conservative and Christian messaging across multiple channels.

Current Landscape and Continued Dominance

As of the early 2020s, Salem Media remains a cornerstone of conservative talk radio, with influential hosts like Charlie Kirk integrating Salem’s messaging into broader political movements. The network’s ability to adapt and expand into digital media has solidified its position as a central player in shaping American conservative discourse.

Brooke Gladstone highlights the asymmetry in today’s talk radio landscape:

"As of today, 17 of the nation's top 20 most listened to talk radio hosts are conservative. Only one is progressive." [52:20]

Conclusion

Salem Media Group's strategic growth and unwavering promotion of conservative Christian values have cemented its influence in American media and politics. By leveraging talk radio and adapting to regulatory changes, Salem has created an extensive network that not only disseminates specific ideologies but also mobilizes a significant portion of the electorate. This episode of On the Media sheds light on the often-overlooked power dynamics within Christian talk radio and underscores the critical role Salem Media plays in shaping the cultural and political narratives of the United States.

Notable Quotes with Timestamps

• Eric Metaxas [10:32]: "We call him the gift that keeps on giving. This guy right here is a game changer for our format and you can take advantage of this every single day."
• Eric Metaxas [16:07]: "I'm genuinely convinced that that means voting for Trump. It doesn't mean that."
• Katie Thornton [21:46]: "In 2021, Salem released a film hosted by far-right activist Dinesh D'Souza... 2000 Mules claims to prove election fraud in 2020."
• Phil Boyce [46:04]: "Terry Fahey, who was the manager for KKLA, the Big LA station, was telling me he recognized the power that they had after the Ferris Doctrine was repealed."
• Brooke Gladstone [52:20]: "As of today, 17 of the nation's top 20 most listened to talk radio hosts are conservative. Only one is progressive."

Final Thoughts

This comprehensive exploration by On the Media unveils the substantial yet understated influence of Salem Media Group in shaping American public opinion and political landscapes through Christian talk radio. For those seeking to understand the intricate links between media, religion, and politics in the United States, this episode provides an enlightening and detailed analysis.