What Heritage Foundation gets for paying $2 million to Rush a year
Conservative organizations are paying millions of dollars a year in sponsorship fees to talk-radio hosts for a package of plugs on the hosts’ shows, according to a Politico report.
The Heritage Foundation, which is credited with pioneering sponsorships of this style and magnitude, reportedly pays about $2 million in sponsorship fees to “The Rush Limbaugh Show” and $1.3 to “The Sean Hannity Show.”
And Heritage has absolutely no reservations about it.
“We approach it the way anyone approaches advertising: where is our audience that wants to buy what you sell?” Genevieve Wood, Heritage’s vice president for operations and marketing. “And their audiences obviously fit that model for us. They promote conservative ideas and that’s what we do.”
What the seven-figure deals guarantee for the organization varies, but most arrangements include a specified number of instances in which the host reads from a script or a set of talking points provided by the organization. The message encourages listeners to visit the organization’s Web site or make a financial contribution.
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http://en.wikipedia.org/wiki/Joseph_Goebbels
In Berlin, Goebbels was able to give full expression to his genius for propaganda, as editor of the Berlin Nazi newspaper Der Angriff (The Attack) and as the author of a steady stream of Nazi posters and handbills. "He rose within a few months to be the city’s most feared agitator." His propaganda techniques were totally cynical: "That propaganda is good which leads to success, and that is bad which fails to achieve the desired result," he wrote. "It is not propaganda’s task to be intelligent, its task is to lead to success."
Goebbels also discovered a talent for oratory, and was soon second in the Nazi movement only to Hitler as a public speaker. Where Hitler’s style was hoarse and passionate, Goebbels’ was cool, sarcastic and often humorous: he was a master of biting invective and insinuation, although he could whip himself into a rhetorical frenzy if the occasion demanded. Unlike Hitler, however, he retained a cynical detachment from his own rhetoric. He openly acknowledged that he was exploiting the lowest instincts of the German people – racism, xenophobia, class envy and insecurity. He could, he said, play the popular will like a piano, leading the masses wherever he wanted them to go. "He drove his listeners into ecstasy, making them stand up, sing songs, raise their arms, repeat oaths – and he did it, not through the passionate inspiration of the moment, but as the result of sober psychological calculation."
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