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Sunday morning, listeners in the Sacramento area who are used to hearing progressive talk on KSAC 1240AM instead got an earful of gospel music.

Confirmed by The Sacramento Bee last week, KSAC 1240AM announced their decision to switch from progressive talk to gospel. During its time as a progressive talk-format station, KSAC had many loyal listeners but failed to generate support from businesses in the way of advertising revenue.

“It’s not a ratings thing - we have plenty of listeners,” nationally syndicated talk show host Mike Malloy told The Sacramento Bee from Phoenix last Friday. “KSAC is experiencing what most other liberal talk show format stations are experiencing - it’s not a lack of audience, it’s a lack of business support.”

This problem is not just specific to Sacramento—a lack of businesses willing to throw ad money at stations airing liberal content is found throughout the country. “If you listen to Rush Limbaugh or Sean Hannity, you’ll hear (plenty) of national ads. If you listen to someone like me or Randi Rhodes, there’s a complete lack of those types of sponsors,” said Malloy.

Along with Mike Malloy’s program, KSAC also aired Christine Craft’s KGO-AM radio program. Craft became well-known in the broadcasting industry following her sexual discrimination lawsuit against Kansas City ABC affiliate KMBC 9 in the early 1980s after the station demoted her because of her age and lack of sex appeal. Both Malloy and Craft’s programs can be heard streaming online (Craft’s show was replaced with the Peter Collins Show last October after KSAC failed to reach an agreement over the host’s contract).

KSAC’s 1240TalkCity.com website has been “under construction” for weeks now, though it’s unclear if this is related to the format change. It’s also unclear if KSAC will relaunch a website under this URL or elsewhere in the days to come, and time will tell on KSAC’s format-flipping business strategy as well.

(Update: Sometime over the past week, KSAC changed its call letters to KRJY and is now branded as “Rejoice! 1240 AM”)