Although less popular than local television and some other forms of media, local radio generally gains strong trust from those who listen, according to Mike Wagner, a University of Wisconsin-Madison journalism and mass communication researcher and professor. In Wisconsin, during the 2016 election, radio stations were airing around 200 hours of conservative talk every day, according to one UW-Madison study.
Sykes’ WTMJ show was Walker’s primary connection to a statewide audience, according to Lew Friedland, distinguished journalism and mass communication professor emeritus and researcher at UW-Madison. “Without Charlie Sykes, I don’t think there would have been a Scott Walker,” Friedland said, calling Sykes “one of the top three most important political actors” at the time.