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<\/a><\/p>\nCALLER: Yeah, like I said, I\u2019m a 24\/7 member, so I\u2019ll be able download the podcast.<\/p>\n
RUSH: All right. So we were getting advertising that is referred to in the business as CPM, cost per thousand. It was simply advertisers — they didn\u2019t even know they were buying this program. Agencies would package this program with others to get a total audience, and they\u2019d take these advertisers, and it could be Meineke mufflers, it could be any stock, standard American advertiser, and all they were interested in was how many people were gonna hear the message, how many people were gonna hear the brand name. There was no concern in that kind of advertising for results. It was just cost per thousand, how little can they pay to reach the most people. And when we started that was it, because we had no audience when we started. We couldn\u2019t demonstrate any, so we had to piggyback on others.<\/p>\n
And once it was discovered, which didn\u2019t take long, that I was conservative, that automatically meant controversial, whether it was or wasn\u2019t, it just meant that, which then meant that certain companies did not want their commercials in my program. So we started out with two strikes against us. A, conservatism meant controversial, which meant advertisers didn\u2019t want to be anywhere near it. And small audience, we weren\u2019t able to charge a whole lot. And, if that didn\u2019t change, then this program wouldn\u2019t survive. So what we decided to do, what I decided to do, was change this whole cost-per-thousand structure to something called results-oriented.<\/p>\n
I knew that I was gonna have to demonstrate to advertisers immediately that their advertising on this program worked. And I knew that it would work if we could find the advertisers, because I had done it in Sacramento. So I guess the best illustration that I can give of this is Snapple. I\u2019d never heard of Snapple until I got to New York, and the last thing I thought it was was an iced tea, when I heard the brand name. The broadcast engineer one day, who was the same broadcast engineer then as today, was in his studio, in his broadcast engineer studio complex, and he was pouring a bottle of this stuff over a cup with cracked ice in it. It was a hot-as-heck day in New York. I said, “What is that?” He said, “Snapple.” I think raspberry flavor.<\/p>\n
I tasted it, I said, “Whoa.” It was delicious. Mine now is better, by the way, but at the time it was the best I\u2019d ever tasted. So I immediately made them the official beverage of the EIB Network. I started giving away Snapple commercials. And, lo and behold, it didn\u2019t take long, the Snapple guys called, said, “Who is this?” Because there was activity in Snapple that had never happened before.<\/p>\n
At the time they were a three-state business. And the short version of this story is, after a couple of years, they were in 50 states, and there were people all over the country wanting to be Snapple distributors, and they became a sponsor and eventually the three guys that owned Snapple sold it for $2 billion to Quaker Oats who then proceeded to ruin it. But the Snapple story was the thing that illustrated that advertising on this program got results.<\/p>\n
Now, why did that happen? I mean, there\u2019s a key to that, too. I have to take a break here, but you hang on and I\u2019ll explain to you why that happened and how it happened. But the whole business structure of this program, the way we do it with our affiliates, there are a number of things that we did first that had not been done in talk radio. Some of them I can\u2019t mention, but the business side of this, the business model, Michael, is what nobody\u2019s really looked at. So you have a little bit of a scoop here. Let me take a brief time-out, and I\u2019ll come back and explain something very key to all of that stuff I just explained working, after this.<\/p>\n
BREAK TRANSCRIPT<\/p>\n
RUSH: Okay, we\u2019re back with Michael in Westfield, New York, a college senior writing a paper for a project on why this program is successful. Before I continue with what I was telling you, I want to give you the answer I give everybody when they ask me, “What\u2019s your purpose? What are you doing? What is your objective?” Because this is true and I\u2019ve said this from the beginning. This is not an exclusive, but I guarantee you your professor hasn\u2019t heard it and your fellow students haven\u2019t heard it.<\/p>\n
CALLER: Right.<\/p>\n
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\nRUSH: The reason I am here is to attract and then hold the largest audience possible so that I can then charge confiscatory advertising rates, period. This is a business, period. This is not a political party. This is not a political think tank. This is not a part of any conservative cause. This is a business. And it has business requirements for success that are unique to it, i.e., radio. If those aren\u2019t met, then all the rest of that content stuff is academic. By the way, what I just told you is gonna irritate the hell out of \u2019em because the way they\u2019re gonna interpret it: “You mean you\u2019re just in it for the money? You\u2019re just in it for the money, why, I knew it, he doesn\u2019t believe anything.”<\/p>\n
No, because the next part of it is, how in the world does results-oriented advertising work? I come here and I say, “This is the best widget on the face of the earth, folks, you need it, you should have it.” Why does that work? It is because I have been fortunate enough — this is why I thank this audience, Michael, as often as I do. I have built a bond of loyalty that\u2019s almost familial with the people in this audience. They who listen regularly trust what I tell them. They know that I don\u2019t lie to them. They know that I don\u2019t make things up. They know that when I tell \u2019em what I believe, that I\u2019m being honest with them. That I don\u2019t say outrageous things just to provoke people. And so they believe me.<\/p>\n
So when I tell \u2019em that my iced tea is the best iced tea, they believe it. When I tell them that LifeLock is the best, when I tell them that Tax Resolution Services, whatever, they know that I\u2019m telling truth. Therefore there\u2019s a credibility and a believability that makes that advertising work, and, if that doesn\u2019t happen, you can have all the people in the world spending money with you and you can charge them all you want, but if the audience does not respect, appreciate, trust the host, it\u2019s all gonna fail.<\/p>\n
CALLER: Right.<\/p>\n
RUSH: So what this all boils down to is honesty, integrity, respect for the audience\u2019s intelligence and treating them that way. Now, there are a lot of elements here, and to me they\u2019re all instinctive. It\u2019s so instinctive to me that it just happens. Now, I\u2019ve made mistakes. I have gone off the path, but because the audience trusts me, they\u2019ve stuck here. How many opportunities have I given the audience to wave good-bye, but they hang in, and it\u2019s getting larger. But the largest audience, hold it for as long as I can, charge confiscatory advertising rates is simply my way of explaining this is a business. And what are the business requirements? Now, the content is crucial. I\u2019m not trying to say it isn\u2019t. It\u2019s gotta be. There\u2019s a lot of competition. This program has gotta have something others don\u2019t. It\u2019s gotta have something, or a whole lot of stuff others don\u2019t, in order to stand out.<\/p>\n
CALLER: Right.<\/p>\n
RUSH: But I\u2019ve chosen, I\u2019m not gonna go pornographic. I\u2019m not gonna go obscene. I\u2019m not gonna go profane to do it. This program\u2019s gotten harder to do. I take it seriously. You know, meeting and surpassing all audience expectations, dead serious, I mean that from the bottom of my heart. I go home at night when I think I\u2019ve not had a good show and I fret and worry about it for hours \u2019til the next day when I have a chance to come in and fix it.<\/p>\n
CALLER: Right.<\/p>\n
RUSH: Now, I have to take a time-out here. I\u2019m sure you have questions. So you think of \u2019em (and, if you don\u2019t, that\u2019s okay if you don\u2019t). We\u2019ll be back and I\u2019ll ask you what they are.<\/p>\n
BREAK TRANSCRIPT<\/p>\n
RUSH: I want to get back, our young student is in a time crunch here and I normally don\u2019t take phone calls in the monologue segment, but I told him I would be back, and, if he has any questions, there\u2019s one more thing that I want to mention to him about this program and why it\u2019s successful. Okay, Michael, any questions?<\/p>\n
CALLER: Yeah, first of all, I just want to say thank you, Rush, for your honesty in answering the questions, and, as a listener, I realize that you don\u2019t usually take calls during the monologue, so I appreciate it very much. You know, I think one of the things that I wanted to say is it\u2019s kind of ironic that, because of your success, you are caricatured, and that causes people to overlook you, which is unfortunate because of the nature of your show, people don\u2019t have to agree with what you say to enjoy the program. That\u2019s something that not a lot of people mention when talking about your show. So one of the questions I had for you was I have a theory, but I was wondering if you ever thought of combating your negative perception commercially? In other words, have you ever thought about, for instance, like running advertisements on TV, on cable news channels or anything like that, you know, like with your bumper music and you could show, you know, you talking about something in sort of an upbeat manner to kind of get the word out that way?<\/p>\n
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<\/p>\n
RUSH: No. Well, I say no.<\/p>\n
CALLER: Is that because they give you a lot of free advertising anyway when they —<\/p>\n
RUSH: No, no. No, no. It\u2019s because that\u2019s not gonna change their mind.<\/p>\n
CALLER: The low-information voters might see that, though.<\/p>\n
RUSH: Well, we\u2019ve got our own technique. We have low-information outreach going on here, but let me tell you two more things and I\u2019ll address your thing first. Before this program started in 1988, nobody who knew me thought I hated anybody. Nobody thought I was racist. Nobody thought I was extremist. Nobody thought I was mean. Six months after being on the radio, that\u2019s what was being said about me, and that was because I was conservative. Now, when that started happening, nobody was able to tell me what to do about it, and nobody had prepared me for it. Nobody said, “If you get successful, this, this and this is gonna happen.” And when that stuff that you just described started happening, nobody had an answer for it.<\/p>\n
I talked to a bunch of people, and, for every person I talked to, I got a different theory about how to deal with it. And some people said, “You can\u2019t let that stuff stand, you have got to respond. You can\u2019t let them call you racist. You have got to respond to that.” So one time I tried responding to some this stuff, and all it did was invigorate the critics and let them know I was bothered by it. “So it must be somewhat true,” they said, and they just ratcheted up the criticism. And virtually any time I have tried to respond to generic or specific criticism, it just generates more.<\/p>\n
I told the story in my own book. I happened to be in the New York restaurant 21 about, I don\u2019t know, five years into this program. It was 1993, shortly after my first book had come out. It was my first time there, and my host said, “The restroom attendant here is a big fan, would love to meet you. He brought your book in, would you go in and sign it?” I said, “Sure.” So I walked in, the guy\u2019s name is The Rev, and he actually was a minister from Westchester County in New York. And I hadn\u2019t said a word, I just walked in and said hi, and this guy said, “You know what? This is the second biggest day of my life. The first day is when I met President Reagan. President Reagan came in here, and you know what, Mr. Limbaugh? He just laughed at \u2019em. All he ever did was just laugh at \u2019em. Everything they said, he just laughed at \u2019em.”<\/p>\n
I didn\u2019t even ask. I didn\u2019t even bring it up, and here I\u2019m getting the answer on how to deal with it. Just laugh at it. Now, it\u2019s much harder on my family and friends than it is on me. I\u2019ve had to make a psychological adjustment in my life to deal with this. Now, most people are not raised to want be to disliked, and most people are not raised to want to be hated. In fact, it\u2019s the opposite. Everybody\u2019s raised to be loved. Everybody\u2019s raised to try to make people happy, try to make people like you, be polite, do whatever, make everybody like you, that\u2019s the key. And I was no different. And I\u2019ve had to learn now to take as a measure of success that 25 or 30% of the country hates my guts.<\/p>\n
But it\u2019s not personal. It\u2019s all politics. And my politics isn\u2019t gonna change. And that would be the only thing that would change their opinion of me is if I change. I\u2019m not gonna do that. So, no, believe me, there\u2019s nothing that could affect that change. George Bush couldn\u2019t do it. George Bush, as president, could not change the lies and distortions that were told about him, and he had the bully pulpit of the presidency. There\u2019s nothing, believe me, on that score that can be done.<\/p>\n
CALLER: Right.<\/p>\n
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<\/p>\n
RUSH: Some people might say it\u2019s fair, unfair, whatever, it\u2019s just the way things are in the country today given the political climate. I\u2019ve chosen to do what I do the way I do it, and there are certain things that are gonna happen as a result. And you can\u2019t change \u2019em, and you can\u2019t cry about it, and it just is what it is. The best thing you can do is make sure it doesn\u2019t change you.<\/p>\n
CALLER: Right. I mean, I\u2019ve had, you know, to a much lesser extent than what you\u2019ve had to deal with. I mean, you can imagine, I mean, I\u2019ve had people tell me that I\u2019m racist or that, you know, you\u2019re racist and had never listened to your show outside maybe a brief sound bite —<\/p>\n
RUSH: Well, but who are these people? Why in the world do we — these people are, by definition, ignorant. They don\u2019t know what they\u2019re talking about. Why respond to them anyway? What is in it to change their minds? They\u2019re peons. These are people that haven\u2019t even listened and they\u2019re making a guilt-by-association judgment on you. You need to laugh at \u2019em, in their face. You need to make them feel small as they are.<\/p>\n
CALLER: Right. Yeah, I think that, on a national scale, you know, is what your show does and partially why it\u2019s so successful.<\/p>\n
RUSH: Let me tell you something. Michael, I\u2019ve gotten to the point where I enjoy ticking \u2019em off. I\u2019ve gotten to the point where I enjoy tweaking them.<\/p>\n
CALLER: Yeah.<\/p>\n
RUSH: Snerdley and the guys will tell you, I can sit here during commercial breaks, “Okay, here\u2019s what I\u2019m gonna say about this next…” We know it\u2019s gonna be in Media Matters in two hours and it\u2019s gonna be on MSNBC and they\u2019re gonna be flipping out, and I just love toying with them. They\u2019re so predictable. They\u2019re so small-minded, predictable. But the thing is, Michael, they have not caused me to lose any audience. They have not convinced people that listen to this program that they\u2019re right. That doesn\u2019t happen. They have not hurt me. Maybe feelings now and then, but I\u2019m long past that. They have not hurt. That\u2019s the thing that you have to realize.<\/p>\n
CALLER: Yeah. Hey, I\u2019m glad you brought that up because that connects to something else I wanted to bring up, and I\u2019ve wanted to say this to you for a while, and I think you\u2019ll get a kick out of it because you viewed high school as something of a prison. I hope you like this. When I was a senior in high school, you know, when you\u2019re a senior, the seniors get a special place in the yearbook and you get color photos.<\/p>\n
RUSH: Well, I don\u2019t remember that. I wanted out of there so fast.<\/p>\n
CALLER: (laughing) Well, I did, and we were allowed to pick a quote to put next to our senior portrait in the yearbook. And, as you can imagine, I had quite a few liberal teachers and, you know, aside from the fact that I enjoy your program very much, I thought it would be great to put a quote of yours into the yearbook. And that quote of yours I chose was this: “Enraging liberals is simply one of the more enjoyable side effects of my wisdom.”<\/p>\n
RUSH: Well, then you\u2019ve got it. Look, let me tell you something. I really appreciate the fact that you are bothered by how maligned I am and how misreported on, and that you wish I would do something. I know how you feel. I felt that same way about Bush when he was being tarred and feathered during those eight years and he didn\u2019t respond to it. I know, and I really appreciate what\u2019s behind that. I mean, you\u2019re offended by it. It bothers you. You know it isn\u2019t true. You don\u2019t think it\u2019s fair. You don\u2019t think it\u2019s right, and it ought not happen, and you want something done about it, and I appreciate that, more than you know.<\/p>\n
CALLER: Yeah.<\/p>\n
RUSH: I\u2019ve gotta go here, but there\u2019s one other element, going back to your original premise here of why this program is a success, and I\u2019m gonna probably tick off a lot of people when I say this. But I started in this business when I was 15. I am a radio guy. Too often this business has plucked people off the street and put \u2019em on the radio, thinking that\u2019s all you have to do. Go get a psychiatrist, go get a couple car mechanics. I\u2019ve known radio stations that put wacko callers on the air and given them shows. Howard Cosell used to talk about the “jockocracy,” which is a bunch of people that don\u2019t have the slightest knowledge, experience in broadcasting, who are nevertheless installed in top positions \u2019cause they played the game.<\/p>\n
They may not be able to talk, may not be able to know how to communicate, but it doesn\u2019t matter, they\u2019re put in the booth because of their name recognition. And he always lamented what that meant for the business of broadcasting. I understand what he means by it. But there\u2019s a reason why the people in any industry succeed. The people at the top, there\u2019s a reason why, and that is they\u2019re veterans. They\u2019re experienced. They\u2019ve been at it a long time. They love it. They understand it. They\u2019re devoted to it. It\u2019s special to them. They respect it. It\u2019s not just some place to go be famous. It\u2019s about just someplace to have people hear what you think. It\u2019s not just someplace to maybe get a TV gig out of it. It\u2019s radio. It\u2019s specific. It has specific requirements. It has specific talents that are called for, and it\u2019s not everybody that can do it well.<\/p>\n
CALLER: Right.<\/p>\n
RUSH: Those are all factors in the success. I wish you the best with your paper. Hell, we\u2019ve practically written it here.<\/p>\n
CALLER: (laughing) Yeah, Rush, I thank you so much again for being honest with me, and it\u2019s been great talking to you. In an age when we live in a time when responding emotionally is seen as a valid substitute for thinking critically, you know, you\u2019re a great beacon on the radio, and, you know, we all love the program.<\/p>\n
RUSH: That is the best — let me tell you something. What you just said to me cancels out 10 years of sniveling little Chihuahua yapping at the heels criticism. Because you get it. Critical thinking and substance counting more than just emotional plays. And you\u2019ve got it. You understand it thoroughly, entirely, plus you understand the critical importance of independent thought anyway, as a human being.<\/p>\n
CALLER: Well, thank you, Rush. Thank you very much.<\/p>\n
RUSH: People aren\u2019t gonna be able to put much over on you. You\u2019re really ahead of the game, and I\u2019m gratified that people like you are in the audience, and I really appreciate you calling and asking me about this. I don\u2019t normally talk about myself. As you know, I don\u2019t like doing that.<\/p>\n
CALLER: Right.<\/p>\n
RUSH: But a student in need will always get a response here.<\/p>\n
CALLER: Thanks, Rush, and I\u2019m a political science major, so, you know, I appreciate it, and I want to ask you one last question. Did I perform the duties of the caller to make the host look good?<\/p>\n
RUSH: Oh, yeah.<\/p>\n
CALLER: Okay.<\/p>\n
RUSH: Without question. But you made yourself look good at the same time, too. Don\u2019t think you didn\u2019t.<\/p>\n
CALLER: (laughing) I love it, Rush. I love your humor, and don\u2019t stop.<\/p>\n
RUSH: I just want to remind you one thing. Mitt Romney spent about a billion dollars trying to change the perceptions of him, the lies about him, and he wasn\u2019t able to do it \u2019cause he got in too late. What was said about him was too ingrained by the time he got around to responding. But I\u2019m here every day. I prove them wrong every day just by virtue of my existence. And that\u2019s enough for me. It really is. And the fact this audience knows all that bunk is bunk. So the audience is it. The audience is everything. The audience is the show. And you\u2019re in it and I\u2019m glad. I\u2019m glad you called.<\/p>\n","protected":false},"excerpt":{"rendered":"
RUSH: Here\u2019s Michael in Westfield, New York, as we head back to the phones. Great to have you, sir. Welcome. CALLER: Hey, Rush. Man, I tell you, it\u2019s great to talk to you. I\u2019m a senior in college and I\u2019ve been a Rush 24\/7 member since my junior year in high school. RUSH: Wow. Thank […]<\/p>\n","protected":false},"author":14,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-12602","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\n
A College Senior Writing a Paper on Why This Show is So Successful - The Rush Limbaugh Show<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rushlimbaugh.com\/daily\/2013\/04\/24\/a_college_senior_writing_a_paper_on_why_this_show_is_so_successful\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"A College Senior Writing a Paper on Why This Show is So Successful - The Rush Limbaugh Show\" \/>\n<meta name=\"twitter:description\" content=\"RUSH: Here\u2019s Michael in Westfield, New York, as we head back to the phones. Great to have you, sir. Welcome. CALLER: Hey, Rush. Man, I tell you, it\u2019s great to talk to you. I\u2019m a senior in college and I\u2019ve been a Rush 24\/7 member since my junior year in high school. RUSH: Wow. Thank […]\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/live-rush-limbaugh.pantheonsite.io\/wp-content\/uploads\/RushDittoheadNationSTOPObamaism.jpg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"GeorgePrayias\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"22 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.rushlimbaugh.com\/daily\/2013\/04\/24\/a_college_senior_writing_a_paper_on_why_this_show_is_so_successful\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.rushlimbaugh.com\/daily\/2013\/04\/24\/a_college_senior_writing_a_paper_on_why_this_show_is_so_successful\/\"},\"author\":{\"name\":\"GeorgePrayias\",\"@id\":\"https:\/\/www.rushlimbaugh.com\/#\/schema\/person\/9a33276eb9dc5b6d3f8218957f30e6b4\"},\"headline\":\"A College Senior Writing a Paper on Why This Show is So Successful\",\"datePublished\":\"2013-04-24T17:51:32+00:00\",\"dateModified\":\"2021-07-26T15:35:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.rushlimbaugh.com\/daily\/2013\/04\/24\/a_college_senior_writing_a_paper_on_why_this_show_is_so_successful\/\"},\"wordCount\":4880,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.rushlimbaugh.com\/daily\/2013\/04\/24\/a_college_senior_writing_a_paper_on_why_this_show_is_so_successful\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/live-rush-limbaugh.pantheonsite.io\/wp-content\/uploads\/RushDittoheadNationSTOPObamaism.jpg\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.rushlimbaugh.com\/daily\/2013\/04\/24\/a_college_senior_writing_a_paper_on_why_this_show_is_so_successful\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.rushlimbaugh.com\/daily\/2013\/04\/24\/a_college_senior_writing_a_paper_on_why_this_show_is_so_successful\/\",\"url\":\"https:\/\/www.rushlimbaugh.com\/daily\/2013\/04\/24\/a_college_senior_writing_a_paper_on_why_this_show_is_so_successful\/\",\"name\":\"A College Senior Writing a Paper on Why This Show is So Successful - 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