The days of talk radio dominating the general market for white male listeners is beginning to fade to black, literally. Black talk radio is on the rise in major markets across the country boasting an affluent listenership of educated black men 45+ with real spending power.
Robert “Rob” Redding, Jr.; entrepreneur, journalist and nationally-syndicated black talk radio show host, currently heard in multiple markets throughout the country and online tells TRA “Black listeners will continue to grow in black talk radio when corporate America begins to consider them (listeners) a viable market.”
There are roughly 30 black talk radio stations around the county, most of which are AM stations and from Redding’s perspective, not taken seriously by their owners. “We are at a crossroads.” says Redding. With the election of our nation’s first black president; Barack Obama has fueled black men 45+ to crave black talk radio, as a sounding board for their opinions and source for news and information.
Excluding black talk radio stations, more than 20 percent of the talk radio format’s listeners come from the black community, according to www.blacktalkers.com, a website founded by Redding.
Black talk radio is currently represented with full-time formats in the Top 25 radio markets of Atlanta (WAOK), Baltimore (WOLB), Detroit (WCHB), Philadelphia (WURD), Pittsburgh (WGBN) and Washington D.C. (WOL).
If Redding is right, more names and stations will join these lists as radio stations and networks continue to program to attract a greater audience.
Toni Anastasia is a Senior Account Manager at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above.Visit our website TheRadioAgency.com