When the Mainstream Media Project (MMP) was founded in 1995, political talk radio was at its apex. Propelled by Rush Limbaugh’s sudden surge to prominence and the assertion by some that talk radio had helped elect a new hard-right majority, political talk became the fastest-growing format in the industry. Eight years later, the fire and ire of talk radio have become more tempered, yet radio has remained a prime arena where the debate can be joined and new ideas introduced.

Radio offers a low-cost, high-impact means of reaching vast numbers of people: twice as many people worldwide listen to radio as watch television. Each week, radio reaches over 94% of the American population over age twelve. This is perhaps the broadest cross-section of citizens tuned to any media other than network television. Surveys indicate that Americans spend an average of 20 hours per week tuning in to radio. With over 13,500 stations nationwide, radio offers far more outlets than either television or print media. The slower pace of radio (in comparison to television) allows for deliberation on information and ideas, new and old. With its call-in format, radio offers more opportunities for interaction between guests and audiences and more spontaneous, unfiltered conversation. Radio’s lower cost of production and broadcast, its diversity of voices and views and its superiority as a thought-provoking medium make it the best candidate to facilitate catalytic conversations. Moreover, with its ubiquitous, easily affordable, and highly portable technology, it offers unparalleled opportunities for real-time responses to late-breaking events.

There are still great openings to be found on radio for thoughtful consideration of issues. The innovative resources and techniques pioneered in radio by the Mainstream Media Project can be made to serve other audiences with equal or still greater effect. Both of our programs, Guests on Call and A World of Possibilities, are built on a foundation of resources that can be of benefit to other broadcast and print media and journalists, researchers and educators, policymakers, the public and the NGO community. With these resources, both specific audiences and broader publics can be provided the same information about innovative ideas and initiatives of individuals and organizations engaged in social change across a wide range of issues.