Naturally, there has been considerable speculation about the conservative dominance in radio. Over the years, various implausible explanations have been provided.
One poor explanation is that the dominance is due to Rush’s skills as an entertainer. While it is true that he is a master of his craft, this would not explain the success of all the other conservative hosts nor would it explain the dearth of liberal hosts. After all, it is often claimed that Hollywood is awash in liberals and surely someone among these folks would have the talent to make her/his voice heard.
Another poor explanation is that the big corporations are conservative and hence unfairly keep the liberals off the air. Of course, this runs contrary to the fact that there are plenty of liberals with money and the fact that mainstream media is regarded as being liberal, despite also being owned by the corporate masters. Also, there is the failure of Air America-a liberal attempt at liberal radio that was well funded.
A third poor explanation is that talk radio appeals to the uneducated and is not a suitable medium for the complex enlightenment that is liberal thought. While it is true that talk radio tends to be lacking in intellectual rigor, it is also true that liberal ideas can (and are) be pitched at a level suitable for talk radio. Further, to cast the listeners of talk radio as simpletons is to do them a grave injustice.
One hypothesis that has some plausibility is that the conservatives were able to stake out their territory in talk radio and dig in. Since there is only so much air time, for a liberal to get a show would seem to require that they cut into an established radio show. Of course, this explanation does have some weaknesses and does not account for why liberals have yet to succeed in getting more of the market share.
Naturally, it would be well worth considering the differences between the people who listen to talk radio and folks who do not. For example, perhaps their is a factor here relating to jobs. Maybe folks who work jobs that allow them to listen to the radio more would tend towards being conservative (or at least being entertained by conservative talk). Or maybe conservatives are more inclined to like purely audio media as opposed to visual media. In any case, the conservatives are dominating the airwaves.
Another hypothesis worth considering is whether there is a difference between liberals and conservatives in regards to the skill sets needed to be appealing in talk radio. For example, it has been claimed that actors and journalists are more liberal than other folks, so perhaps there is a link between modes of expression and political leanings. So, conservatives might have a tendency towards talk, while liberals have greater visual skills. Or there might be no connection at all.