the dirt poor, the unemployed, the welfare recipients – listened to his show, even as he castigated those – the union organizers, the bleeding-heart liberals – who most wanted to help them. Bitterness, stupidity, and self-interest, he had discovered, would win out over reasoned arguments every time. He sometimes asked himself how this generation differed from that of his grandparents when it came to the election of a president, and he had decided that previous generations wanted to be governed by men who were smarter than they were, while today’s voters preferred to be led by those who were as dumb as themselves. He knew them well, for he made his living by pandering to their basest instincts. He understood that they were frightened, and he fanned the flickering flames of their fear.
Yet still his figures remained stubbornly plateaued. In some states – Kansas, for crying out loud, and Utah, where being a liberal meant having only one wife – his listenership was actually going down. It was unbelievable, just unbelievable. He finished his beer and waved to the waitress for another.
‘What the hell is happening?’ he asked. ‘I mean, is it my voice, my personality, what?’
There were those who might have said that it was all of the above, and more. Strangely, Tate might well have empathized. He knew that he was not particularly talented and not particularly charismatic, but he could rabble-rouse with the best of them. He was also brighter than his enemies gave him credit for, bright enough to understand that most people in America, whether liberal or conservative, just wanted to get along with their lives, and generally didn’t wish ill on anyone who had not done them actual harm. They were fundamentally good people, and pretty tolerant to boot. For those reasons, they were of absolutely no use to Tate and his kind. His role in life was to target those who had resentment and animosity simmering inside, and put those base materials to political and social use. Where there is love, he prayed, let me sow hatred. Where there is risk of pardon, a renewed sense of injury. Where there is faith, doubt. Where there is hope, despair. Where there is light . . .
Darkness.
His producer, Becky Phipps, sat across from him, toying with the olive in her dirty martini; dirty both figuratively and literally. Tate had no idea what she thought she was doing, ordering a cocktail in a dump like this. Tate didn’t even want to use the beer glasses, and he’d wiped clean his bottle of beer before drinking from it. Just because this was the kind of dump frequented by regular Joes didn’t mean that he had to drink there too, not unless it was going to boost his ratings, and right now he didn’t hear anyone applauding.
Tate was also concerned that the bartender might be gay. He was all muscled up, but he was too tanned for Tate’s liking, and he seemed to be camping it up some for a couple of the customers who looked like queer bait. The bar had been Becky’s choice. She said it was better to have this discussion away from the usual watering holes. There would be fewer distractions, but also fewer ears listening in on their conversation.
‘It’s not a crisis yet, but it could become one unless we tackle it now,’ said Becky. ‘There have been some rumblings from advertisers, but assurances are being offered. We’re talking, and they’re listening.’
‘They’re not cutting advertising rates, are they?’ asked Tate, unable to keep a hint of rising panic out of his voice. That could be the kiss of death. Cutting rates, even temporarily, was a dangerous business. It might be taken as an admission that the slide in listeners couldn’t be arrested, and that was like starting a run on a bank.
‘No, but I won’t lie to you: the possibility has been suggested.’
‘How long have we got?’
‘A couple of months. We’ll get together a focus group next week, do some blue-sky thinking, spitball the whole business.’
Tate hated it when Becky used all of that business school jargon. In his experience, people only spoke that way when they had no idea what they were doing, which was a cause for alarm in the case of his producer, even if Becky was a producer more in name than in practice. She monitored Tate, guided him, suggested targets for his tirades, and he never disagreed with her. He knew better than to do that. He and