Notes From D.R. | Random Thoughts on the Passing Scene

Salem Communications Inc. should take steps right now to expand the influence of Boston talk-radio station WTTT-AM now that WRKO-AM is self-destructing.

With a solidly conservative lineup featuring such stars as William Bennett, Sean Hannity and Hugh Hewitt, WTTT-AM could be a hit with listeners disgusted by WRKO-AM’s attempts to become a pro-Democrat Party talk station. However, the station must move to a stronger signal, ideally the one currently held by WTTT’s sister station, WEZE-AM.

Switching signals (or investing the resources necessary to obtain a stronger signal for WTTT-AM’s current position) would be beneficial on several fronts. Those desirous of an alternative to the Bay State’s progressive-leaning media outlets would fervently embrace the station’s lineup. Salem would become the corporate force it deserves to be in this market. Other local talk stations would have to make necessary changes to compete with Salem’s "family-friendly" format (Salem’s insistence upon "clean" radio provides a competitive advantage in this market, especially in light of the continued controversy over content and language on Boston talk-radio shows.) Even those who dislike the conservative politics of the syndicated hosts would find the shows interesting, insofar as they reveal what prominent voices on the right are thinking as we head into the 2008 Presidential election.

This is an opportunity for Salem Communications to make an impact on the Bay State market. They should take advantage of it.