Within a few years, Sykes had gotten his own show, on WTMJ, and for the next 20 years, he and Belling would share the airwaves: Sykes in the late morning, Belling in the late afternoon. Their styles are very different. Sykes is a thrice-married man-about-town with a smooth on-air manner and modish eyeglasses who has built himself into a multimedia brand, with a Sunday TV show on the NBC affiliate, books subsidized by conservative funders (his latest: A Nation of Moochers), and a subscription-based website, “Right Wisconsin” (which sometimes refers to Michelle Obama as “Mooch”
. Belling is introverted and brooding—he zips in and out from the station’s suburban studio in his Jaguar, interacting with co-workers no more than necessary.
His demeanor on air is more intense, with long foreboding pauses between his acid declamations. In one 2012 riff, he called a young black Milwaukee man who had died in police custody a “piece of garbage” and attacked “the pigs of mothers who are too lazy to put their children in a crib and roll over the top of them while sleeping on a futon on the floor.” Christopher Terry, who worked with Belling at WISN and now teaches at the University of Wisconsin-Milwaukee, says that Belling is more of a “true believer,” whereas “if Sykes thought there was money on the other side of the street, he would sell out in a second.”