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Why the Truth may be bad radio but a good business decision

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The Truth, at 101.5 FM, has launched its new website following yesterday's switch from its inspired interim format, The Pole. As a result, we now know the station's full slate: Mancow (6 a.m.-10 a.m.), Neal Boortz (10 a.m.-1 p.m.), Jerry Doyle (1 p.m.-4 p.m.), Michael Savage (4 p.m.-7 p.m.), Rusty Humphries (7 p.m.-10 p.m.), Curtis Sliwa (10 p.m.-1 a.m.), Phil Hendrie (1 a.m.-4 a.m.) and Phil Valentine (4 a.m.-6 a.m.). All syndicated, with the primetime slots dominated by hosts so far to the right that they'd be in danger of falling off the edge of the earth if the planet was flat. Which several of them probably believe.

Still, Max Media, the owner of 101.5, may succeed with this lineup anyhow. Although the Truth's real predecessor, Indie 101.5, was beloved by a vocal cult, its audience was never large enough to generate a decent amount of revenue. (One early advertiser enjoyed the station but never got any bang for the buck.) In contrast, right-wing talk continues to do well here and elsewhere ratings-wise -- infinitely better than Air America or other attempts at audio progressivism. And given that the most prominent conservative radio personalities -- Rush Limbaugh, Sean Hannity, Laura Ingraham, etc. -- already have broadcast homes in Denver, the only alternative was to sign up blabbers with even more extreme views in the hope of attracting the sort of zealots and birthers who find Rush and company too mainstream. There are such people, terrifyingly enough, and by keeping costs low -- meaning no local talent -- Max Media has an opportunity to make a few bucks from the sort of discontent on view at yesterday's Nancy Pelosi appearance here.

This morning, pretty much the only legacy left behind by The Pole on the reconfigured 101.5 was an ad for DenverLadies.com, which offered up "discreet encounters" with femmes on call right now. After all, everyone, no matter their political persuasion, loves a happy ending. And the accountants at Max Media no doubt hope The Truth will give them one.

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