Back to the point...
NOBODY knows the following like Rush knows it: IT'S A SHOW.
What-he-does on-air is LOTS-less-about how-he-feels than it is about ratings.
Few know how-to-play-that-game better.
Rush says-what-he-says because saying-so works.
Rush, an ex-DJ, understands something that talk-hosts-who-were-once-DJs-know:
How to work Arbitron's clock.
He's "playing the hits."
Average Quarter Hour radio.
Admittedly, over the years, as he's settled-SO-comfortably-into his perch atop Talk radio's totem pole, El Rushbo himself has started to "read his clippings." Most days, The Rush Limbaugh Show is less-entertaining today than when-he-was-on-the-come 10 years ago. Heck, it takes him 45 minutes to get to the first caller on "Open Line Friday."
This is not an uncommon dynamic. He's believing his own PR. High school graduate Limbaugh has dinner with Clarence Thomas a couple times and he thinks he's setting policy!
IT'S A SHOW.
And it's a show which would probably wobble-less "horizontally" (same-hour day-to-day recycling) if it was still as-entertaining-as the-Rush-we-used-to-know; and if it wasn't SO dang predictable. You already know what he's going to talk about next. And with Arbitron being a memory test, that doesn't help. When it's Wednesday, and a diarykeeper is remembering-as-far-back-as Thursday, and Monday sounded like Tuesday, that can't help.
And I wish that he wasn't so cavalier about iconic slogans. Unless-you-were-listening when-it-was-first-explained, you don't know why he pronounces "Al Gore" "AL-gore;" or where Rio Linda is and why he puts those people down. And who-or-what is "the drive-by media?" SEEMS to be a convenient umbrella for news organizations whose coverage disagrees with his opinion. FUNDAMENTALLY, successful radio -- ANY format -- needs to be instantly self-explanatory. So Rush-assuming-that-you-know all these inside jokes risks channel surfers feeling left-out.
BUT BE CLEAR: He's still Number One. The gorilla.
I've got two Rush Limbaugh playbooks.
One for markets in-which my client is the affiliate.
The other for markets where we compete.
I'd rather play WITH him than play AGAINST him.
But, twice this year, we've beat him.
By being un-Rush. Live, local, more-interactive, largely apolitical.
Like more of radio was before three primetime hours just plugged into a satellite.
Aloha from Baltimore, where desperate Red Sox fans -- clinging to an-only-mathematically-possible hope -- cheer FOR the Orioles tonight, and AGAINST 'em tomorrow.
Holland Cooke
News/Talk Specialist
McVay Media
www.HollandCooke.com
PS: Obviously, Rush isn't just playing good Average Quarter Hour radio. His recent "Free Speech" segment on The CBS Evening News with Katie Couric was genuius Cume radio...a BRILLIANT exchange-of-audience. Each party realized 6 figures in measurable media value. More on this amidst the red-hot...no WHITE-hot...controversy you will read about Katie in a separate thread, among the most-read of all posts in News/Talk.
PPS:
http://www.HollandCooke.com/weekendgold.pdf