Conservative media outlets are beginning to sprout up in liberal Boston, Massachusetts.
Two talk-radio stations and an online newspaper have picked one of the most liberal states as their home, where they hope to reach the conservative minority in the Bay State, The Boston Globe reported.
It's part of a trend in media to target niche markets, which spans beyond political outlets.
Matthew A. Baum, professor at Harvard University's Shorenstein Center on Media, Politics, and Public Policy, told the Globe that Massachusetts is ripe for conservative media outlets to see the liberal state as untrampled territory.
"This is a niche-marketing strategy, but there certainly are conservatives in Massachusetts," Baum said. "You don't have to be all things to all people to run a profitable media enterprise."
One such company is Daly XXL Communications, based out of Wilmington, Delaware, which is in the process of buying radio station 1510 WMEX-AM, and has already begun airing conservative radio personalities such as Rush Limbaugh.
"I saw a huge void here," Brian Berner, one of Daly’s three co-founders and the general manager of WMEX, told the Globe. "I think the stereotype of a conservative is a cranky old man — the 'get off my lawn' type — but we’re going for common sense and a little laughter. Talk radio has become very serious."
On Monday, iHeartMedia Inc. is switching 1430 WKOX-AM from a Spanish-language music station to a conservative talk station featuring conservative voices, such as Glenn Beck, Mark Levin and Sean Hannity.
Salem Media Group Inc., which airs conservative talk show hosts such as Dennis Prager, Hugh Hewitt and Mike Gallagher, among others, also recently bought 1260 WMKI-AM from Walt Disney Co. in June. However, Salem has yet to say what its plans are for the new station.
In addition, NewBostonPost will be an online newspaper aimed at conservative readers, and is trying to attract reporters and journalists who are interested in "presenting news in a way that is both balanced and friendly to conservative values," according to job postings for the website.
James L. Baughman, University of Wisconsin chairman of the Center for the History of Print and Digital Culture, told the Globe that it's reminiscent of what Fox News did.
"I thought [Fox News founder] Roger Ailes was nuts, but that’s why he’s a millionaire and I’m not," Baughman said. "The prevailing model now is you simply divide the market."
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