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View Diary: The Rush Limbaugh advertiser backlash is knocking down the radio networks (154 comments)

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  •  College education is irrelevant (20+ / 0-)

    In radio, what matters is talent. Everyone from G. Gordon Liddy and Fred Thompson to Al Franken has gone up against Rush Limbaugh, and all of them failed. This is show business not journalism or academia, and Limbaugh has proven far more highly talented than any of his would-be competitors so far. If you want to beat him, you'll need to find someone with comparable talent, whether he is a high school dropout or a Ph.D.

    But, as I said in another post, it probably won't matter now, because the angry white men who are political talk's target audience are getting old, and no longer as attractive to advertisers as they used to  be. Sports-talk is the new fad in radio formats, along with contemporary hit music radio ("CHR"), or top-forty, as it used to be known. Political talk made Newt Gingrich speaker and got Bill Clinton impeached; ironically, it was Clinton who signed the Telecommunications reform Act of 1996 that gave the green light to wholesale speculation in broadcast licenses, which is responsible for the indebtedness of today's broadcasters and the consequent decline in the quality of radio programming.

    But political talk on the radio has shot its bolt. The Internet is the center of political dialogue now. To use a railroad metaphor, Limbaugh is a Union Pacific 4-8-8-2 "Big Boy", very impressive in its day, but no longer useful and destined for the scrap yard.

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