There’s no replacing Rush Limbaugh. We have known that to be true since it was announced over a year ago that he had terminal cancer, all the way through his passing last month.
Ever since Rush died, hundreds of radio stations have had to figure out, “What’s next?” There’s no doubt that the large majority will find a syndicated show to fill the 12p-3p EST slot or move around syndicated shows to best fill the open three hours. Even in syndication, there isn’t an obvious move to make, and there will likely be a ton of different mixing and matching stations will make in the coming weeks and months ahead.
But is it possible this is radio’s chance to do what it does best, “live and local”?
It’s more than possible, it’s a great opportunity for it. And some stations may be starting to pave the way.
As Barrett News Media reported this week, WSB radio in Atlanta and WOKV in Jacksonville, two Cox Media stations, announced their plans for a post-Rush world. WSB will move Erik Erickson from 4-6 pm to 12-3 pm, followed by one-hour of Sean Hannity (3-4 pm) and then Mark Arum from 4-7 pm. Finally, the last two hours of Hannity will air from 7-9 pm. I’ve followed Erik Erickson for quite some time and believe this will be a home run move for WSB and the Atlanta community.
Meanwhile, Jacksonville will also see changes as Mark Kaye’s program moves from 10 am-12 pm to 12-3 pm. The syndicated Brian Kilmeade Show will now air from 9 am-12 pm on WOKV-FM.
In both cases, this is an expansion of local content between 6a-7p.
Considering we’re in an industry that seems to be trending in the opposite direction, this is a move that may continue in larger markets across the country. And that’s a big win for the radio business.
In fact, many stations may still find ways to save money while also adding local content. This is due to a couple of reasons. One, when considering the price it cost many stations to air Rush’s show to begin with, there could be serious cost savings, even by hiring live and local voices. This can also open up more revenue streams with added local hosts, endorsements, etc. that were not feasible with a syndicated show, even one as popular and powerful as Rush Limbaugh. Additionally, it may bring back some agencies, who may have been (yes, very unfairly), spooked by the idea of having their companies running during Rush’s show due to the ridiculous nature of cancel culture.
But because there’s no “next Rush”, and likely never will be, we are starting to see stations pivot from simply finding that next plug-and-play syndicated show that will already find itself behind the 8 ball having to replace a legend like Rush, and trying to build their local brands that have always made talk radio unique and served their communities.
Considering the obvious struggles the industry saw throughout much of 2020 due to the pandemic, to see talk radio taking a tragic moment and potentially turn it into a positive for the industry and the listeners, is something that should be pointed out and appreciated.
Pete Mundo is a weekly columnist for Barrett Media, and the morning show host and program director for KCMO in Kansas City. Previously, he was a fill-in host nationally on FOX News Radio and CBS Sports Radio, while anchoring for WFAN, WCBS News Radio 880, and Bloomberg Radio. Pete was also the sports and news director for Omni Media Group at K-1O1/Z-92 in Woodward, Oklahoma. He’s also the owner of the Big 12-focused digital media outlet Heartland College Sports. To interact, find him on Twitter @PeteMundo.
I’d like to see Charlie Kirk get into talk radio. It could also be a Turning Point production. We need new young conservatives.