If you don’t know who Larry Elder is – he is a Los Angeles based black libertarian radio host with a long track record. He previously was in national syndication on ABC Radio and was let go in 2007 in favor of the new kid on the block – Mark Levin.
Larry has bounced around a bit, but he now has his second big Break. You may remember that Bill Bennett is leaving morning radio on Salem and being replaced by Hugh Hewitt. Larry will be filling the shoes of Hewitt from 6-9 PM ET.
I generally like Larry, but going against Levin is a tall order. Larry doesn’t have appeal to the black audience, he isn’t a red meat raging Conservative, religion isn’t his focus. Some white people listen looking for absolution from their racial sins, in the way Ken Hamblin (The Black Avenger) did, but being a Libertarian is not going to excite a national audience by itself.
One of my rules to live by is “Syndicated Talk has to be more than doing a local show and putting it on a Satellite”. A farmer listening in Kansas has no idea of what South Central is, doesn’t care about Governor Jerry Brown, and couldn’t tell you a thing about Santa Monica Boulevard. The time of day in California, the weather, traffic snarls, the sports teams, the quality of In-n-out burger mean nothing to a bus driver in Atlanta. TV shows can be fodder for national conversation, but that just encourages people to turn on their DVR.
Most of Salem’s stations are AM and start cutting back to nighttime power before or during this time period. It’s a tall order, but Larry Elder is the last best hope to make it fly.
Bill Bennett’s last day is scheduled for Friday, April 1st – but Bennett doesn’t usually work on Friday.