Too Beautiful to Live is kicking podcasting ass, and Don Barrett of the influential LA radio site, LARadio.com gets it. Read his insightful and slobbering story about localite Luke Burbank and his little show.
Luke admitted that his KIRO show wasn’t very good at getting ratings. “Talk radio tends to attract an older listener and PPM just wreaked havoc on KIRO as it has on talk stations all over the country, and so when they said they weren’t renewing, I understood. “Gentleman, I can’t believe you let this go on for as long as you did,” I told my bosses. “We named the show ‘Too Beautiful to Live’ meaning this thing was probably too weird for this world on commercial radio. I thought we were going to get fired after a month or two. The fact that the show went on for almost two years is a testament to how early the Mormons go to bed. I don’t just think they weren’t listening. I literally think they had a Tab or a de-caf coffee and went to bed because the show was completely bizarre.Luke had high praise for the Bonneville corporation. “When I left it was a lot like my divorce that I had with my first wife. It was very amicable. I really do like the people at KIRO. I have a great deal of respect for them. They were real straight shooters with me but I was always amazed that they never saw the value of this thing we were developing with podcasting. I’m surprised nobody said anything while I was trademarking this. I don’t think traditional radio broadcasters have seen any value in this. While this was coming together there wasn’t anyone who was realizing I was creating, developing and owning this thing that would be pretty valuable to me at some point.”