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I Cannot Imagine Not Doing Radio


You would think after 25 years of extraordinary success Rush Limbaugh might want to focus more on his golf game. In an exclusive interview with Radio Ink Magazine (release date April 8) Rush says he does not have an exit plan. "I cannot imagine not doing this, not having this to come to each day." A very strong argument can be made that Rush Limbaugh is the most successful broadcaster radio has ever seen. At age 62, with 25 years of syndication under his belt, Rush is still going strong. Rush launched into syndication on August 1, 1988, on 56 stations. Today, and for years, he's been heard on nearly 600 stations, by up to 20 million people each week, on the highest-rated national radio talk show in America.

Fellow conservative talker Glenn Beck tells Radio Ink there are no adjectives too big to describe Rush's accomplishments over the past 25 years. "He is an innovator, a trailblazer and a pioneer whose sustained success is unmatched. He essentially created the medium 25 years ago and is still doing it better than anyone else. In this age of media fragmentation, Rush proves the power of radio - he talks to more people every single day with his microphone than essentially anyone else in the country."

Consultant Ed Shane reflects on Rush longevity and successful career. "Theres something to be said about being first; however, first is not enough. Being good is the first rule of longevity.  Rush is a good communicator with an engaging voice. Rush knows that stories are the essence of the medium.  Stories well told engage listeners. Notice that I havent mentioned politics. Rushs success is based on politics, but his rise was not.  From 1969 through 1992, there were only four years without a Republican in the White House. When Rush started, there was no need for a political voice from the right."

"What he tapped instead was the politics of the unheard. Aging baby boomers, mostly white, felt they had no voice against something troublesome that Rush detected: A country besieged by left-wing journalists, environmentalists, feminists, and others Rush could paint with the label wacko.  He gave his audience stories that reflected their beliefs and made himself a cultural phenomenon.  He has repeatedly said that his principal job is to hold an audience, not to champion causes.  Rush also knows that repetition creates belief."   

Rush says, "I'm REALLY lucky. I knew what I wanted to do when I was 8 years old and I am doing it on my terms. I am doing what I was born to do and I don't think anyone can be more fortunate than I have been. The key is having fun. I had to make it fun. For anyone who wants to succeed in broadcasting, thats an important lesson. Remember that your audience is who makes you successful, not the media that may cover your success."

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