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If Rush didn't take the most controversial, self serving positions possible, no one would listen in large numbers. He'd be NPR.
Rush (and his predecessors in the 80s, like Morton Downey) discovered a few things, and program directors took notice:
1. Very few are interested in topical talk where all points of view are discussed 2. Many Americans - especially white male Americans - were angry about the government, welfare, and taxes 3. Through the use of simple verbal techniques, talk show hosts taking a conervative viewpoint quickly learned it's possible to make callers who oppose military involvement, gun ownership or the death penalty, or who support welfare, affirrmative action, or abortion rights seem soft, stupid, naive, or cowardly. Audiences ate it up.
Rush's initial sucess was that he was fresh, and that AM talk radio shows are listened to by many in the anger demographic - salesmen out on calls; otr truck drivers; tradesmen. Limbaugh's show struggled in many major markets for years. His huge break was the election of Bill Clinton, and the conservative backlash that event unleashed.
The problem that righty talk has now is that, to continue to entertain, it's views have to become more and more strident. They have to keep pushing the extremist envelope. It's not just Rush and local wannabees - it's Rush, and Beck, and Billo, and Hannity, and Savage, and Boortz, and Ingraham. Those who don't stick out don't get ratings. Also, while Rush still has an ample audience, and there certainly are a heap of angry conservatives out there, there are just as many of those salesmen out on calls, otr truck drivers, and tradesmen who now listen to ESPN Radio and Fox Sports all day long -- a format that wasn't well developed in '93.
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