6 | Perimeter Business y nit mu . m r co a r s you 15 ye g v i n ver S e r fo r o ed
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Locally-based radio switching to digital age
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PROGRESSIVE VOICES
The Progressive Voices liberal talk radio app as it appears on a cellphone.
Continued from page 5 talent is one reason why. Progressive Voices, founded in 2010, uses a lower-cost model of creating a virtual syndicated talk network. Liberal talkers around the country record shows in their homes or local radio stations. The San Francisco-created app integrates those shows through the Westwood One network in Denver with specialty content on servers in Connecticut. For the user, it’s a simple slate of shows they can listen to on a phone or computer. The company also has a nonprofit arm that develops local talent to add into the mix, such as Mike Malloy, the former WSB Radio personality. “We triangulate all that stuff to make everything work,” Haggard said. “This technology just blows me away, that it’s just so advanced.” He said business is good, with 600,000 listeners, which he expects to hit 1 million by the presidential election. Whatever form it takes, radio still has some magic for its personality-driven practitioners. “I am much more conservative than the [Progressive Voices] hosts. But that’s not saying a lot. You make your money and your name by being somewhat extreme,” Haggard said. But overall, he added, “selling ideas” is more satisfying than “selling entertainment.” And amid all the changes, Knox still runs one of rock radio’s most basic services: a local-music show. “It’s not a ratings driver, but it connects us to a local audience,” he said. “I root for the underdog.”