As Westwood One breaks out the trumpets to hail Bill O'Reilly as the
next big thing in talk radio, the most prominent industry publication is
asking
whether one of the last big things, Laura Schlessinger, is fading away.
Talkers magazine estimates that Schlessinger still has
more than 10 million listeners a week, making her second
only to Rush Limbaugh, whose weekly audience
Talkers pegs at 15 million-plus.
But Talkers managing editor Kevin Casey also notes that Schlessinger
has lost "several million listeners" in the last two years as she has been
dropped by
stations that include WABC here and WTIC in Hartford. She has also been
moved from
day to night hours in cities like Seattle and Boston.
In the early '90s, Schlessinger was almost as hot as Rush, and WABC gave
her an
O'Reilly-like fanfare when she started.
But program director Phil Boyce says says she never caught on in New York
like the
station hoped. For starters, she never beat Dr. Joy Browne on rival WOR.
Schlessinger built a large audience in places where her sharp-tongued lectures
were
perhaps more of a novelty. But now, Talkers suggests, some programmers
see
her moving away from the minidramas of relationship and life advice, some
of it
exasperated and some of it cordial, toward lectures on morality with a
heavy dose of
conservative politics.
Over that same time she has also found herself embroiled in a very public
argument
with the gay community after she called homosexuality "a biological mistake."
While radio hosts from Limbaugh to Howard Stern and Don Imus have at
times thrived on controversy, this one had a nasty edge. Schlessinger was
widely
portrayed as arrogant and pressure from gay organizations caused dozens
of
advertisers to leave her show.
That pressure also didn't help when she launched a syndicated TV show,
which
quickly went down in flames. Talkers notes that almost every radio host
in the country
would still like to have her audience numbers — but that they're moving
in the wrong direction.
The rest of the Talkers survey shows Stern third with more than eight million
listeners
a week, followed by Browne, Michael Savage and the fast-rising Sean Hannity
with more than five million.
Art Bell, Jim Bohannon and Imus are estimated to have more than 4.5 million,
while other New York personalities on the list include the Dolans with
more than 2.5
million, Matt Drudge with more than 1.25 million and Opie and Anthony with
more
than one million.