For most of my career as a media executive I created radio programming for the uncool majority. Much of my success was the result of understanding and serving the people who listen to Howard Stern. For the first ten years he was on the air it was dangerous to even admit to listening to him. But the ratings were right there, dominant shares of listeners in city after city loving Howard. And in city after city, those listeners had to be darn careful who knew they loved Howard. They didn't realize it at the time, but the day would come when many of them would be referred to as "deplorables."
Marketing to "Deplorables"
