Rush Limbaugh reinvented talk radio. Rush created a way of presenting a show which has been replicated by hosts since the 1980s. Does it still work in a PPM World or in a modern radio listening era?
Here is what a talk show sounded like until Rush’s innovations: a moderator interviewed an author of a book, and they took a few calls. It was Public Radio with commercials. There were some stations that had a psychologist, chef, or a garden guy. Yes, some stations had a guy discussing plants Monday through Friday. It was predictable, bland, and had very old demographics.
Rush Limbaugh came after the fairness doctrine ended. His show was brash, entertaining, no guests, and discussed current events from Rush’s conservative point of view. It was revolutionary.
Rush’s monologues were legendary. They were well thought out and spoke to millions that felt disaffected. Rush’s play-by-play of the news connected with people. He was actually reflecting their views and providing people with fresh takes, details and information. Rush’s ability to break things down was absolutely brilliant. Listeners would agree not just on the issues, but be enlightened on the angle.
Before Rush Limbaugh lost his hearing, his comedy bits were biting satire. He made fun of special interests and people in power in a powerful way, through humor! It was like Saturday Night Live with strong political and societal points.
With any successful formula, there were people trying to emulate the master. Unfortunately, few understood the commitment and the resolve of Rush Limbaugh.
For a three-hour show, Rush prepped for 10 hours. From all reports, the show prep never ended. I have heard leading Program Directors and consultants in our industry say that you must prep 2-3 hours for each hour on the air. Are you doing that? This is not a classroom. Answer it to yourself.
The long topic monologue: I have heard hosts stumble through these and not have clear and concise thoughts. We all have different skills, but I will say this. I learned this from Walter Sabo years ago: get to the calls as soon as possible. I have challenged my hosts to get 2 calls on the air before the first break. One of my former stations, the afternoon host took 60 calls in two hours on the air for years. After the host moved onto a well-deserved big market gig, the replacement was struggling.
The GM of my former station called me asking if I would have a conversation with the host. I listened to an hour of his show and it was no question to me why he wasn’t taking calls. He didn’t give the phone number, his monologue was laborious and drawn out. If someone tuned in at the beginning of the hour, he had bored them to death within 5 minutes.
I asked him about his lack of calls. He complained about the station’s signal, the limited number of phone lines etc… I told him that his predecessor got 60 calls nearly every day. He was dumbfounded. He told me that people wanted to hear his thoughts. I saw the ratings. His fans were a very small number.
Take calls if you are not working on the news wheel. Here are a couple of tips: Don’t leave the caller on the air too long. (Callers will repeat their point. They call to share one thing.) Go call to call. Thank each caller and praise them for calling, if the point is great. Praise them. Make the caller feel great. Two calls before the first break. If a caller is on hold go quickly to them. The more calls you take, the more you get.
The long monologue is terrific, if you can pull it off. I have heard a lot of monologues that should have been no longer than 4 minutes. Less is more!
Now, let’s talk about what is next: Rush’s run was unbelievable. Seinfeld lasted for 7 years. Anyone who can do any craft 15 hours a week for over 30 years on top is a unicorn. It just doesn’t happen. Except, Rush Limbaugh did.
Look at the structure of your show. Is it listener friendly for the PPM era? If you are in a PPM market, ask your PD for a report of when listeners are joining your show. You will be shocked.
I heard this once from a very good music PD. You have a limited time to lock them in. Music stations run a very tight playlist, because if people are not hearing the hits they are gone. Your audience tunes in constantly. They better know what you are discussing, or they are gone.
Now, I generally try to provide solutions. I want to help you make that next step. In a post-Limbaugh world, it’s about innovation. You are a talented individual. I have shared just a few of the challenges for your show.
How long has it been since you have air-checked yourself? I know that you hate doing that. I do as well. I learn more about overcoming my weaknesses by facing them.
NFL season is almost upon us. I guarantee you that Patrick Mahomes is watch hours of video on his performance every week. He tries to figure out how to improve. If you want to be the best, you need to do that as well. If you cannot listen to yourself critically, you are like Zach Wilson who blames others. Take ownership.
I believe in you. Believe in yourself. Try things that could fail. The future of our format is in your hands.
Peter Thiele is a weekly news/talk radio columnist for Barrett Media, and an experienced news/talk radio programmer. He recently served as program director for WHO/KXNO in Des Moines, IA. Prior to that role he held programming positions in New York City, San Francisco, Little Rock, Greenville, Hunstville, and Joplin. Peter has also worked as a host, account executive and producer in Minneapolis, and San Antonio. He can be found on Twitter at @PeterThiele.
