Mr. John Ziegler, thirty-seven, late of Louisville's WHAS, is now on the air, "Live and Local," from 10:00 P.M. to 1:00 A.M. every weeknight on southern California's KFI, a 50,000-watt megastation whose hourly ID and Sweeper, designed by the station's Imaging department and featuring a gravelly basso whisper against licks from Ratt's 1984 metal classic "Round and Round," is "KFI AM-640, Los Angeles—More Stimulating Talk Radio." This is either the eighth or ninth host job that Mr. Ziegler's had in his talk-radio career, and far and away the biggest. He moved out here to LA over Christmas—alone, towing a U-Haul—and found an apartment not far from KFI's studios, which are in an old part of the Koreatown district, near Wilshire Center.
The John Ziegler Show is the first local, nonsyndicated late-night program that KFI has aired in a long time. It's something of a gamble for everyone involved. Ten o'clock to one qualifies as late at night in southern California, where hardly anything reputable's open after nine.
It is currently right near the end of the program's second segment on the evening of May 11, 2004, shortly after Nicholas Berg's taped beheading by an al-Qaeda splinter in Iraq. Dressed, as is his custom, for golf, and wearing a white-billed cap w/ corporate logo, Mr. Ziegler is seated by himself in the on-air studio, surrounded by monitors and sheaves of Internet downloads. He is trim, clean-shaven, and handsome in the somewhat bland way that top golfers and local TV newsmen tend to be. His eyes, which off-air are usually flat and unhappy, are alight now with passionate conviction. Only some of the studio's monitors concern Mr. Z.'s own program; the ones up near the ceiling take muted, closed-caption feeds from Fox News, MSNBC, and what might be C-SPAN. To his big desk's upper left is a wall-mounted digital clock that counts down seconds. His computer monitors' displays also show the exact time.
Across the soundproof glass of the opposite wall, another monitor in the Airmix room is running an episode of The Simpsons, also muted, which both the board op and the call screener are watching with half an eye.
Pendent in front of John Ziegler's face, attached to the same type of hinged, flexible stand as certain student desk lamps, is a Shure-brand broadcast microphone that is sheathed in a gray foam filtration sock to soften popped p's and hissed sibilants. It is into this microphone that the host speaks:
"And I'll tell you why—it's because we're better than they are."
A Georgetown B.A. in government and philosophy, scratch golfer, former TV sportscaster, possible world-class authority on the O.J. Simpson trial, and sometime contributor to MSNBC's Scarborough Country, Mr. Ziegler is referring here to America versus what he terms "the Arab world." It's near the end of his "churn," which is the industry term for a host's opening monologue, whose purpose is both to introduce a show's nightly topics and to get listeners emotionally stimulated enough that they're drawn into the program and don't switch away. More than any other mass medium, radio enjoys a captive audience—if only because so many of the listeners are driving—but in a major market there are dozens of AM stations to listen to, plus of course FM and satellite radio, and even a very seductive and successful station rarely gets more than a five or six percent audience share.
"We're not perfect, we suck a lot of the time, but we are better as a people, as a culture, and as a society than they are, and we need to recognize that, so that we can possibly even begin to deal with the evil that we are facing."
When Mr. Z.'s impassioned, his voice rises and his arms wave around (which obviously only those in the Airmix room can see). He also fidgets, bobs slightly up and down in his executive desk chair, and weaves. Although he must stay seated and can't pace around the room, the host does not have to keep his mouth any set distance from the microphone, since the board op, 'Mondo Hernandez, can adjust his levels on the mixing board's channel 7 so that Mr. Z.'s volume always stays in range and never peaks or fades. 'Mondo, whose price for letting outside parties hang around Airmix is one large bag of cool-ranch Doritos per evening, is an immense twenty-one-year-old man with a ponytail, stony Mesoamerican features, and the placid, grandmotherly eyes common to giant mammals everywhere. Keeping the studio signal from peaking is one of 'Mondo's prime directives, along with making sure that each of the program's scheduled commercial spots is loaded into Prophet and run at just the right time, whereupon he must confirm that the ad has run as scheduled in the special Airmix log he signs each page of, so that the station can bill advertisers for their spots. 'Mondo, who started out two years ago as an unpaid intern and now earns ten dollars an hour, works 7:00—1:00 on weeknights and also board-ops KFI's special cooking show on Sundays. As long as he's kept under forty hours a week, which he somehow always just barely is, the station is not obliged to provide 'Mondo with employee benefits.(...)
Whatever the social effects of talk radio or the partisan agendas of certain hosts, it is a fallacy that political talk radio is motivated by ideology. It is not. Political talk radio is a business, and it is motivated by revenue. The conservatism that dominates today's AM airwaves does so because it generates high Arbitron ratings, high ad rates, and maximum profits.
Radio has become a more lucrative business than most people know. Throughout most of the past decade, the industry's revenues have increased by more than 10 percent a year. The average cash-flow margin for major radio companies is 40 percent, compared with more like 15 percent for large TV networks; and the mean price paid for a radio station has gone from eight to more than thirteen times cash flow. Some of this extreme profitability, and thus the structure of the industry, is due to the 1996 Telecommunications Act, which allows radio companies to acquire up to eight stations in a given market and to control as much as 35 percent of a market's total ad revenues. The emergence of huge, dominant radio conglomerates like Clear Channel and Infinity is a direct consequence of the '96 Act (which the FCC, aided by the very conservative D.C. Court of Appeals, has lately tried to make even more permissive). And these radio conglomerates enjoy not just substantial economies of scale but almost unprecedented degrees of business integration.
The John Ziegler Show is the first local, nonsyndicated late-night program that KFI has aired in a long time. It's something of a gamble for everyone involved. Ten o'clock to one qualifies as late at night in southern California, where hardly anything reputable's open after nine.It is currently right near the end of the program's second segment on the evening of May 11, 2004, shortly after Nicholas Berg's taped beheading by an al-Qaeda splinter in Iraq. Dressed, as is his custom, for golf, and wearing a white-billed cap w/ corporate logo, Mr. Ziegler is seated by himself in the on-air studio, surrounded by monitors and sheaves of Internet downloads. He is trim, clean-shaven, and handsome in the somewhat bland way that top golfers and local TV newsmen tend to be. His eyes, which off-air are usually flat and unhappy, are alight now with passionate conviction. Only some of the studio's monitors concern Mr. Z.'s own program; the ones up near the ceiling take muted, closed-caption feeds from Fox News, MSNBC, and what might be C-SPAN. To his big desk's upper left is a wall-mounted digital clock that counts down seconds. His computer monitors' displays also show the exact time.
Across the soundproof glass of the opposite wall, another monitor in the Airmix room is running an episode of The Simpsons, also muted, which both the board op and the call screener are watching with half an eye.
Pendent in front of John Ziegler's face, attached to the same type of hinged, flexible stand as certain student desk lamps, is a Shure-brand broadcast microphone that is sheathed in a gray foam filtration sock to soften popped p's and hissed sibilants. It is into this microphone that the host speaks:
"And I'll tell you why—it's because we're better than they are."
A Georgetown B.A. in government and philosophy, scratch golfer, former TV sportscaster, possible world-class authority on the O.J. Simpson trial, and sometime contributor to MSNBC's Scarborough Country, Mr. Ziegler is referring here to America versus what he terms "the Arab world." It's near the end of his "churn," which is the industry term for a host's opening monologue, whose purpose is both to introduce a show's nightly topics and to get listeners emotionally stimulated enough that they're drawn into the program and don't switch away. More than any other mass medium, radio enjoys a captive audience—if only because so many of the listeners are driving—but in a major market there are dozens of AM stations to listen to, plus of course FM and satellite radio, and even a very seductive and successful station rarely gets more than a five or six percent audience share.
"We're not perfect, we suck a lot of the time, but we are better as a people, as a culture, and as a society than they are, and we need to recognize that, so that we can possibly even begin to deal with the evil that we are facing."
When Mr. Z.'s impassioned, his voice rises and his arms wave around (which obviously only those in the Airmix room can see). He also fidgets, bobs slightly up and down in his executive desk chair, and weaves. Although he must stay seated and can't pace around the room, the host does not have to keep his mouth any set distance from the microphone, since the board op, 'Mondo Hernandez, can adjust his levels on the mixing board's channel 7 so that Mr. Z.'s volume always stays in range and never peaks or fades. 'Mondo, whose price for letting outside parties hang around Airmix is one large bag of cool-ranch Doritos per evening, is an immense twenty-one-year-old man with a ponytail, stony Mesoamerican features, and the placid, grandmotherly eyes common to giant mammals everywhere. Keeping the studio signal from peaking is one of 'Mondo's prime directives, along with making sure that each of the program's scheduled commercial spots is loaded into Prophet and run at just the right time, whereupon he must confirm that the ad has run as scheduled in the special Airmix log he signs each page of, so that the station can bill advertisers for their spots. 'Mondo, who started out two years ago as an unpaid intern and now earns ten dollars an hour, works 7:00—1:00 on weeknights and also board-ops KFI's special cooking show on Sundays. As long as he's kept under forty hours a week, which he somehow always just barely is, the station is not obliged to provide 'Mondo with employee benefits.(...)
Whatever the social effects of talk radio or the partisan agendas of certain hosts, it is a fallacy that political talk radio is motivated by ideology. It is not. Political talk radio is a business, and it is motivated by revenue. The conservatism that dominates today's AM airwaves does so because it generates high Arbitron ratings, high ad rates, and maximum profits.
Radio has become a more lucrative business than most people know. Throughout most of the past decade, the industry's revenues have increased by more than 10 percent a year. The average cash-flow margin for major radio companies is 40 percent, compared with more like 15 percent for large TV networks; and the mean price paid for a radio station has gone from eight to more than thirteen times cash flow. Some of this extreme profitability, and thus the structure of the industry, is due to the 1996 Telecommunications Act, which allows radio companies to acquire up to eight stations in a given market and to control as much as 35 percent of a market's total ad revenues. The emergence of huge, dominant radio conglomerates like Clear Channel and Infinity is a direct consequence of the '96 Act (which the FCC, aided by the very conservative D.C. Court of Appeals, has lately tried to make even more permissive). And these radio conglomerates enjoy not just substantial economies of scale but almost unprecedented degrees of business integration.
by David Foster Wallace, The Atlantic | Read more:
Image: Taylor Callery
