{"id":23385,"date":"2006-03-02T01:01:01","date_gmt":"2011-05-19T06:30:35","guid":{"rendered":""},"modified":"2011-05-19T06:30:35","modified_gmt":"2011-05-19T06:30:35","slug":"radio_and_records_talk_radio_seminar_keynote_address_2006","status":"publish","type":"post","link":"https:\/\/www.rushlimbaugh.com\/daily\/2006\/03\/02\/radio_and_records_talk_radio_seminar_keynote_address_2006\/","title":{"rendered":"Radio and Records Talk Radio Seminar Keynote Address 2006"},"content":{"rendered":"
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BEGIN TRANSCRIPT<\/line> RUSH: Let me retrace what the business has become, in my mind, since 1988, and also tell you how I look at the business. Because I look at this as a business. I don\u2019t look at it as a means of electing candidates. I don\u2019t look at it as a means of advancing a political ideology. I look at it as a business. In fact, somebody sent me an e-mail the other day, an attachment. Some business columnist in Delaware, Delaware Online, Delaware whatever — some tiny little newspaper; I would have never seen this otherwise — had written a piece about how talk radio is just the low rung of the show-biz ladder and it\u2019s a bottom feeder. No advertisers like talk radio. Talk radio can\u2019t sell itself, it has to go out and get per inquiries, and the source for this was a guy who used to own a station in West Chester, Pennsylvania back in 1988, one of the original 56 that carried my program, and he told this columnist, “Oh, yeah, you can\u2019t sell advertising on Limbaugh\u2019s show or Hannity or anybody else. All the big networks, big sponsors, are sending out notices to stations saying, ‘I don\u2019t want my sponsor on their shows.'” <\/line>Well, you can call me a blowhard. You can call me a racist, sexist, bigot, homophobe, and that\u2019s fine, but when you challenge the business that I am in… (Laughter.) So I wrote this guy an e-mail, a long e-mail. I said, “I don\u2019t know who your executive is…” I was very nice. I was not… (Laughter.) I was! I was. I am not a mean guy anyway. But I let this guy know facts and figures. “I don\u2019t know who your executive source is, but you couldn\u2019t be more wrong.” I said, “Let me speak to you personally. The greatest story of my success is not my politics and not any of that. It\u2019s what we had to do to survive business-wise.” So I described all that for him, and he wrote back, “Well, this is all well and good, and I see it\u2019s actually your e-mail address, but how do I really know it\u2019s you?” (Laugher.) There were details in there that… (sigh) He said, “Until I really know it\u2019s you, I can\u2019t deal with this as fact. So here\u2019s my phone number. Call and leave a voice mail.” <\/line>I said, “I\u2019ve gotta go. In fact, I\u2019ve gotta go into a meeting because I\u2019m trying to convince a new client to join my show. I\u2019ll call you in two hours.” So I called the guy, and he couldn\u2019t believe that I had called. He thought it was a hoax. I said, “How can you think it was a hoax? Look at the detail in the e-mail!” So, anyway, he ran a correction, and he ran a column correcting it, and he got it, for the most part, right. For a journalist, only taking two stabs, and he got that 80% right. (Laughter.) But here\u2019s how it was. In 1988, when we went out, the whole business — and I\u2019m sure many of you in the room know it, were there and will remember: Local, local, local. We don\u2019t want nationally syndicated programming. It won\u2019t work, especially in the daytime. Who do you think you are? We\u2019re going to give you avails in the daytime for a syndicated show? We\u2019ve got to have local issues, local hosts, local phone numbers.” <\/line>Mickey Luckoff said, “I mean, I admire you, but has nobody succeeded at this.” I said, “Well, then I\u2019ll just join another long line of failures and go back to some local market and resume my career that way, but if it works, then I\u2019ll be unique.” Well, we stuck with it. It took a year, maybe 12 months to get one top-ten market. During this time, we couldn\u2019t get — back in those days, the traditional network advertisers, the General Motors, the Kraft Foods, whoever, they weren\u2019t even buying shows; they were buying audience, CPM. They were just buying results — or not buying results, rather. They were buying impressions. They just found blocs of people and found ways to reach them by buying on one network show or combination of stations or whatever. <\/line>We couldn\u2019t get those guys because I was immediately tagged as “controversial,” and they didn\u2019t want complaint letters, the advertisers didn\u2019t. They didn\u2019t want to deal with it. They didn\u2019t want to market to an audience that perhaps had some members that didn\u2019t like what the host was saying. I understood that. So we had to go out and get new advertisers. If we hadn\u2019t succeeded at this, I wouldn\u2019t be standing here today. We had to find people that had never been on radio; we had to find entrepreneurs, like we were. We had to find risk takers, and then we had to tell people, “You\u2019re going to get bombarded,” because these organized hate campaigns from people who disagreed with me to advertisers was already starting. We had to educate them on who these people are. They\u2019re phony; they\u2019re not nearly as large in number as they\u2019re going to make themselves out to be, and stick with it — and thank God all that happened. <\/line><\/p>\n

I wouldn\u2019t be standing here with you today, either, if all I was was a show where advertisers wanted to do CPM and make impressions. The success came from having to go find these people, new advertisers, and they got results. They were able to measure the reaction of their advertising, the result of their advertising on the program immediately. It got so successful that we had people that did not have national distribution come to us and try to get two things: They wanted me to do the spot because that would get the product on the shelf. That would convince grocery store B to buy the product, and then the customer would come along and buy it from the shelf, and my sales staff was trying to get me to do this. I said, “Wait a minute, guys. I\u2019ve got a big enough burden as it is, but to have to accomplish two things with one spot…” We tried it on a couple things. One was Snapple. They were in five states then. Two years later, they were in all 50 states and they sold to Quaker Oats for three billion. <\/line>Now, when a guy in Delaware writes and doesn\u2019t understand the importance of how this business operates, I will correct him and anybody else. I think it\u2019s one of the greatest untold stories of our business, and because I happen to think the reason why “local, local, local” has died is not because there\u2019s a bunch of people copycatting conservative radio. I mean, that is happening because it\u2019s, on the surface, what appears to be working. But look at the advertising pie that has been expanded. Look at all the new money that came into radio, and the people that own and operate radio stations see that before they see ideology, because that\u2019s what keeps all of this going. So we\u2019ve expanded the pie. Then from 1988 — I guess from 1988 to \u201994, I don\u2019t know when it all started — I was it. There was nobody doing what I was doing, but it wasn\u2019t long before other people started going out. Now the market, rather than “local, local, local,” most stations, “Where can I get a syndicated show to fill these three hours?” <\/line>It\u2019s done a 180, and in spite of that, I haven\u2019t lost any audience. People are gaining. We\u2019re continuing to expand the pie in terms of our format, which is all I care about. I don\u2019t care what\u2019s going on with the music guys. I couldn\u2019t tell you. They fired me seven times. (Gestures.) (Laughter.) No, I\u2019m just kidding. I love the music guys, too. (laughter) But it\u2019s interesting now to watch the evolution of having one syndicated show in the daytime — and, by the way, you want to be in the daytime because that\u2019s where the dollars are. That\u2019s where the opportunity to make real money is. That\u2019s my decision. That\u2019s why I wanted to try the daytime. Nighttime back in \u201988 was a loss leader. You carried nighttime programming from Mutual or NBC to get their news run or the spots on the news run during the day. Now it\u2019s a whole different entity. Now it\u2019s a whole different business. <\/line>My advertising model hasn\u2019t changed. The way I approach the business side of my program hasn\u2019t changed at all, and it won\u2019t. It\u2019s too successful. What has changed is that the last ten to 12 years, some of those advertisers back in 1988 who wouldn\u2019t give us the time of day have begun trickling in to the point that General Motors was our #3 advertiser last year. It would not have happened in 1988. We\u2019ve had to stick with it, and we\u2019ve had to prove ourselves in different ways than other programs and advertisers in the past have. So where\u2019s all this going, and what has it wrought? I think one of the — and I\u2019ve said this to gatherings like that before, and I assure you it\u2019s not sour grapes. I have a desire, like we all do, that the business that we\u2019re in be respected, that it have a good reputation, and in some places it does; in some places it doesn\u2019t. I think the programming of talk radio is such that people who have — some people been hiring never done it before have — no concept of what the skills of broadcasting actually are, who make the mistake of thinking, “You know, conservatism works at this time of the day. Let\u2019s go get the next one. Let\u2019s go get a conservative really piss people off. Let\u2019s go get somebody really make \u2019em mad.” <\/line>Wrong approach. When I tell you that conservatism is not the primary reason my program succeeds, I damn well mean it. It doesn\u2019t hurt, but I have the ability — Why do you think the advertising, the results-oriented advertising works? There\u2019s a bond of connection, of loyalty that has been built up over the years with the audience. They trust. You can\u2019t flaunt that. You can\u2019t flout it. You can\u2019t mess with it. Once they stop trusting you, your business will go south, because that trust is required for them to believe you. That\u2019s why you can\u2019t take spots from penile extension advertisers or some of these low-rep… But it happens, because I understand the pressing need for economics in the business. I\u2019m well aware of it, but it has wrought, I think, some people who have not grown up in the business, who don\u2019t understand the specific craft and the skills of connecting with an audience, of having empathy. <\/line>It\u2019s not about being the smartest guy in the room. It\u2019s not about coming up with a point of view that nobody else has heard, because that\u2019s not possible. I go on the air at noon every day. I guarantee you that somebody before noon, some conservative somewhere, has made every point that I\u2019m going to make. In fact, before I came along, there were conservative magazines and people on TV, and I\u2019ve got nothing on them in terms of brains or ideology. But I also know I\u2019m not a writer per se. I\u2019m a broadcaster, and so my experiences have led me to understand empathy and to have empathy with the audience. I know what they\u2019re thinking before they think it, just like I know what liberals are going to do before they do it (laughter) and that is just a result of having a lot of experience, I think, and wanting it to be that way. My total focus is the audience. I\u2019ll illustrate this this way. <\/line><\/p>\n

One of the reasons I asked Erica, I said, “What do these people want to hear from me? I can\u2019t imagine what they could possibly want to hear from me.” <\/line>She said, “It doesn\u2019t matter what you say. They\u2019ll listen.” <\/line>“No, I want to know what they want to hear.” <\/line>I don\u2019t ever ask this question about the audience. I know what the audience wants every day. I know what they want, but I don\u2019t give it to them just because they want it. What they want is real. What they want is straightforward. What they want is fun. What they want is truth — and I don\u2019t mean ultimate truth. They want me to be honest, and I put their focus in front of me before I do anything else, because they are where it all starts and begins — and ends, if you\u2019re unfortunate. The reason all of this matters is because if you boil it all down, it equals: How do you survive with an ever-differing and changing world, competition going places we don\u2019t know. Content. Content, content, content. I was out in Palm Springs taking time off to play in the Bob Hope tournament. I was signing autographs after a lousy round, so I was not in the best of moods, and this little reporter comes up from the local rag, the newspaper. “Mr. Limbaugh, can I ask you some questions while you\u2019re signing autographs?” <\/line>“Yes. I can multitask. Yes, ask me whatever you want.” <\/line>(laughter)<\/line>“What do you think about satellite radio?” <\/line>I said (looks skyward), “It\u2019s up there.” <\/line>“Well, no, but why don\u2019t you go there?” <\/line>I said, “Let me finish signing here so I can educate you on some things.” (laughter)<\/line>So I said, when I finally got a chance to talk to him, I said, “Look, I don\u2019t have anything against it. The more, the better. The more that\u2019s out there, the better it is. We can\u2019t stop him anyway.” His name was Layton Chin. I said, “Layton, we can\u2019t stop it. They might be eclipsed by a new technology before they\u2019re able to pay off their debt. Who knows what\u2019s capable in the future? Technology is moving along so fast, who can possibly know where it\u2019s going? But I can tell you, Layton, what\u2019s going to happen: Whoever has the best content is going to beat anybody else. Now, as to satellite radio specifically,” I said to him, “They\u2019ve asked everybody. They\u2019ve approached everybody and asked them to move their shows or do a show in addition to what they\u2019re doing on satellite.” <\/line> I want those of you in this room to know my primary reason why not, and it\u2019s you. I wouldn\u2019t be where I am were it not for you. The 56 that started with absolutely no knowledge of who I was in 1988, and the first three or four years, I mean there was — to this day, as you know, there remain constant attacks, constant efforts to demoralize and to impugn those of us on the right side of talk radio. We\u2019re a bunch of hayseed hicks. Our audiences have gun racks and Bibles in the backs of pickups, and they live in three states in the South. There was actually a piece in the Washington Post — on the MSNBC website by a Washington Post writer — talking about the evolution of the blogs, and he said, “Well, this new blogosphere explosion is sort of reminiscent of the talk radio explosion in the early eighties.” <\/line>I said, “It wasn\u2019t the early eighties. It was late 80s.” Typical Washington Post journalist: can\u2019t get anything right. It was 1988, not early, and he said, “It was primarily a success…” As though it\u2019s not a success anymore, as though it\u2019s fad that has ended. “It was primarily a rural success.” Now, you know what that means. Now, these are the DC, inside-the-Beltway, pointy-headed elitists whose primary view of the world is to condescend to people who are not with them, and so talk radio appealed to southern hayseed hicks, people with no brains. They were mind-numbed robots. I was the pied piper, and that\u2019s why I was to be feared, because I was suppressing individual thought! Quite the contrary. All I did was tap into what a whole bunch of people already thought and started celebrating because somebody in the national media finally showed up that agreed with them! It was not the other way around. <\/line><\/p>\n

They still don\u2019t understand it. That\u2019s to our benefit. The more our competitors and the more our critics don\u2019t understand us, the easier it\u2019s going to be to continue to smoke \u2019em, surprise \u2019em, and outrun them. Back to satellite. I owe it — all of this success, the opportunity to be here today — every success I\u2019ve had in this business I owe to the radio stations that have carried my program, stuck with me through some tough times, and admittedly some good times, too. Why would I, with the potential universe of the nation…? When I go on radio every day at noon, the nation is my possible reach. I mean, satellite right now, what is it? I want their max score, combined, what do they have, 12 million? And they\u2019ve got hundreds of stations — or channels — divvying that up. It doesn\u2019t make sense to me. Why would I cannibalize? <\/line>Some have said, “Rush, just do another show. In fact, you love football. Do a football show. The NFL during football show. Put that up on satellite.” I don\u2019t, A, want to do it, so it wouldn\u2019t be any good. B, it would still cannibalize my affiliates. If I can be found in long-form format elsewhere, with commercial content, then it\u2019s cannibalizing my stations and people that have made me who I am. All I know of terrestrial radio is not going to go away. It offers unique things. You know, one of the things… Maybe I can finish a thought. (checks watch) Oh, my gosh. I\u2019ve gone 15 minutes long? Are we still cool on time? Okay. (Laughter.) All right. Back in 1988 “local, local, local.” Now, there\u2019s not a whole lot of local. There\u2019s some, but there\u2019s a lot of syndicated out there, too, and as such, when I was growing up, legendary great stations — KMOX in St. Louis, KDKA Pittsburgh.<\/line> They\u2019re still there, and they\u2019re still great radio stations, but they\u2019re not constituted the same way they were. When I was growing up, the number one station in your market was the station that people tuned to when it snowed, or when bad weather was coming in. I don\u2019t know that that\u2019s the case anymore. It might be, but with so much local news available elsewhere — you can go to the Internet to find if it\u2019s going to snow. You can go to the Internet. You can go to the school board website to find out if school is closed. You don\u2019t need radio. So all of this “local, local, local” stuff, now versus mostly “where can I import a signal or satellite signal that will give me a great show,” it\u2019s even changing the makeup of our business, of our format. Now it\u2019s slowly but surely finding its way to FM, and who knows where that\u2019s going to go. To me, it\u2019s wide open. <\/line>All I\u2019m telling you is that wherever it goes, whoever does the best content — and I don\u2019t mean the best conservatism, or the best liberalism, or the best politics. Whoever does the most compelling, interesting, honest, “I can\u2019t miss this show or I\u2019ll miss something,” whoever does that the best, people will follow. If they have to listen to it on a tin cup and a string, they will, if it\u2019s what they want to listen to. Now, I see some people, “That\u2019s not true.” I\u2019m exaggerating about this tin cup and the string, but the fact is that whatever the entertainment business — and we are certainly in that. However it changes… Look at what\u2019s happening with these iPods. The video aspect of this is particularly interesting to me. You go to the iTunes store — where none of our product is available, by the way — all of these video suppliers: NBC, ABC, Disney, ESPN are providing programming. <\/line>I guess it was Bob Rider, might have been Jeff Zucker at MSNBC said, “If there\u2019s a screen anywhere, we want to be on it.” Little one-and-a-half-inch, two-inch screen. They don\u2019t know where things are going, either. But the portability of programming, the ability to listen to it whenever you want — television, radio — it\u2019s expanding all over the place, and nobody can predict where it\u2019s going, and measuring the audiences for all of it is going to become an even bigger challenge. I couldn\u2019t predict where this is going, but I can tell you that we will always know who is leading the pack, and that is who is offering the best content, who has the most respect for their audience, who has the most respect for their business. Who wants to go out and actually develop and find people who know how to do this, who know how to connect, who can do it and love it, to whom it\u2019s not a job. They\u2019re not using it as a steppingstone to something else; it\u2019s not their second job; it\u2019s not a way to change America; it\u2019s not a way to make a difference.<\/line>That happens. That\u2019s icing on the cake. When I was 16 years old, I didn\u2019t get into radio because I want to make a difference. I got into radio because I loved music, and I hated school (laughter) and I wanted to just do it. It\u2019s what I loved, so I wanted to do it. In 1988 at the start this program, this guy, in his Delaware column, also said that Roger Ailes was assigned to find me by George Bush 41 and to fill the niche in the media, that there was no conservatism, and so Ailes found me — and this guy could not believe why this radio executive would lie to him about it. I said, “He probably didn\u2019t lie to you. He just doesn\u2019t know. This is a myth that got started way back when, but it has survived.” The truth is, if you had known me at any time in my life prior to 1988 and asked me what my desire was, you would have never heard the words, “I want to be important in politics.” You would have heard the words, “I want to be the most listened to person in radio. I\u2019m not shooting for #5; I\u2019m not shooting for #4. I want to be considered one of the best in radio,” and that\u2019s all that propelled where this is taking us. <\/line>Nobody could have predicted the changing of society and culture, politically and so forth, that\u2019s gone on, but if you\u2019re going to stay in front of it, you have to see it, which I have, and I\u2019ve recognized why a certain element of my audience has this indelible trust, why they have this…love, if you will, and this support for the program, and I understand why others do. It\u2019s many different things. It has to be combined into one package. Some of the critics of what we do on talk radio say, “Weeeell, you know, those guys are just entertainers. Just entertainers. They don\u2019t even really believe what they\u2019re saying themselves,” and, again, I love that, because it shows how ignorant and what the lack of understanding of what they\u2019re facing is, in terms of us. I\u2019ve always viewed what I do as a combination: serious discussion of issues, as entertainment. <\/line><\/p>\n

Now, if you turn on the Leno tonight, and Leno does a serious news monolog, you\u2019re gonna say, “Ehhh, that\u2019s not why I\u2019m watching.” Back when Koppel was hosting Nightline, if he came out and did a ten-minute joke routine before getting serious about the news… “Well, that\u2019s not what I wanted.” But that\u2019s what I do, anyway, and I think a lot of people on talk radio do it. I think the talk radio is so misunderestimated — “misunderestimated,” a George Bush word — (Laughter.) I really do. You know, most television people could not do what we do. I did a television show for four years, a 30-minute show: 22 minutes of commentary. It took an hour and a half of meetings, every day. I had to organize with the camera people, stage manager, had to go get makeup. I do three hours a day, no producers, no guests, and I have yet to have a meeting (laughter) to do my show. It\u2019s not necessary. In fact, there\u2019s no script. I just have my stack of whatever interests me at the moment.<\/line>Short of something truly compelling that day that everybody is talking about, it\u2019s all spontaneous. It\u2019s all from here. It\u2019s all because of this accrued knowledge, accrued passion, the understanding of the relationship with the audience and so forth. We are all producers — and not just me; everybody that does this. We\u2019re produces; we\u2019re entertainers; we\u2019re a number of things — and yet, in the big scheme of things, our reputation is down here (motions low), and it\u2019s primarily because there\u2019s no picture. The other guys have pictures. I think that\u2019s even better. You know, one of the reasons this advertising, this results-oriented advertising works is, is because radio, compelling radio requires the listener to paint his own pictures and use every sensory perception he has. <\/line>I\u2019m watching people, as I glance around the room watching these screens, and you know what they look like? Half of them, they\u2019re dulled out; they\u2019re just watching. They are totally mesmerized by what they\u2019re seeing. Half the brain goes away, or a percentage of the brain goes away. When you\u2019re listening, you have to be actively engaged. It\u2019s up to the host to make the listener actively engaged, and that results in strict attention being paid, active participation by the audience rather than passive, like elevator music or some other music where you can have it on in the background. But the advantageous nature of talk radio, the skill set that it requires –not just to execute, but to conceive and to succeed at it — is something that I can\u2019t tell you how proud I am of, and our whole business, I think, for the most part features people, try to, who are every bit as desirous of succeeding in this way as possible. <\/line>But it\u2019s still always going to come down to the fact that a lot of businesses are always going to be defined by the lowest common denominator. So the screamers, the insincere shouters, the people that don\u2019t even have any idea what they\u2019re doing, but they think they have to be on radio to compete with the other political party, the people who have no concept of the business, they\u2019re going to sound like that. They\u2019re going to portray themselves like this, and they\u2019re not going to win anything, but they\u2019re going to help create a certain impression. It\u2019s not that I care what people think outside; I care what people in our business think about it, because it\u2019s only going to be as good as we think about it. It\u2019s only going to have the reputation we want it to have. It\u2019s only going to have the respect that we give it, and it requires effort to do that, and it\u2019s tempting sometimes to avoid it because dollars can be quickly made by avoiding some of the long-term investments that are necessary to raise and elevate the specter of the product. Before I — now, I know I gotta go now, Erica, because it\u2019s really long. Yes, I do. She told me to be through at 3:45. I\u2019m 25 minutes over. I\u2019ve got diarrhea of the mouth today. Does anybody have any question, because we do have limited time. Are there any questions anybody has? Yes, sir. Speak up, by the way, so I can hear you.<\/line>QUESTIONER: Oh, okay. Rush, there\u2019s a tremendous influence of black conservatives today, and I know you\u2019re aware of that. Do you believe that they\u2019re properly represented in talk radio today? And if so, how? And if not, why not?<\/line>RUSH: That, I could do another hour answering philosophically the question. At the heart of your question, I know you mean, “Is there ample opportunity being made available to recognize the growth in conservatism, primary of middle class black people?” and I don\u2019t know, since I only hire myself. (laughter) I hope it is, but it\u2019s like anything else: How are they going to know you\u2019re there? Sometimes people that have never been heard of end up getting hired, but I believe in the old prescription — and I\u2019m sorry. When I was younger, “When I grow,” I said, “I\u2019m not going to become an old fuddy-duddy. I\u2019m not going to be one of these guys that says, ‘Yeah, I had to walk ten miles in the snow barefoot to get to school, like my dad did.'” But I do believe… You know, I worked small markets, four years, medium markets, big markets; learned how to do it. You know, I got fired seven times. There\u2019s a reason you get fired, and you learn from it and learn the business in doing this, and I think there\u2019s no substitute for experience in learning it. <\/line>They just can\u2019t put you on the air because you\u2019re black or because you\u2019re smart or because you\u2019re a lawyer and expect miracles, but they do. The larger question, though, for me, is… Some people think it\u2019s unrealistic, but it sort of pains me, being very honest with you, it pains me if it really is necessary that we can only attract more blacks to a specific movement with other blacks. I\u2019d hope the ideas would do it. I would hope that the… Because I would like to be able to persuade as many people as possible. I don\u2019t care what their gender, what their gender orientation, what their gender reassignment. (Laughter.) Have you been following this in the news? (Laughter.) What\u2019s with 70-year-olds? They\u2019re having — we used to call them “sex changes” — gender reassignment surgery. The chopadictomy and addadictomy. (Laughter.) So the answer to your question is, I would love for there to be. There\u2019s some, like Larry Elder is tremendous. There are a lot of black conservatives, and they\u2019re taking huge risks because, as you know, you\u2019re an Uncle Tom. You\u2019re off the reservation. They\u2019re going to be attacked. You are a threat; you are showing you can succeed without going through their recipe for success, and for that reason I hope that you have plenty of opportunity. But I also hope that we can spread good ideas without having to… Like, I would hate it if only a woman can represent a woman., and we\u2019re Balkanizing this way, I think. You know, only blacks can represent blacks. Only men can represent…. Well, nobody can represent men because they\u2019re the modern-day predators now. But only women can represent women. Only liberals can represent… We\u2019re Balkanizing. It\u2019s silly. Anybody else with another question? Yes, sir.<\/line>QUESTIONER: Charlie Wolf. I do a talk show in London, Rush. How do you overcome — even though using content is entertainment, how do you overcome — people using complaints etcetera, say accusing you of being a bigot, etcetera, to management, and thereby constricting you?<\/line><\/p>\n

RUSH: Well, anybody can call you anything. If they\u2019re right, you have a problem. If they\u2019re wrong, screw \u2019em. (laughter) I\u2019m not a bigot. I\u2019m not a racist. I\u2019m not a sexist. This is one of the earliest things I had to learn, too. As a conservative — if you don\u2019t mind my getting partisan for one moment, as a conservative — I have learned that there is a stereotype. We are races, sexists, bigots, homophobes. We hate Native Americans. We\u2019re causing global warming and don\u2019t care. All these mindless allegations that get thrown out. High school professors are telling their students this — and we\u2019re hatemongers, too. Well, growing up, nobody — nobody, in my little town when I was growing up, nobody — thought I was a racist or sexist, a bigot, a homophobe. Nobody. There might have had some people didn\u2019t like me, but that true for all of us. Then all of a sudden I start my radio program, and in two or three years, I\u2019ve got all these assaults being made on me: I\u2019m a racist; I\u2019m a sexist; I was being compared to Hitler! <\/line>And I struggled. Nobody prepared me for this. How do you defend it? Should you defend it? And I would get advice from all kinds of people. Some people said, “You cannot let those charges stick. You have to defend yourself, especially when they charge racism.” Well, I tried it, and all it did was, “A-ha! We\u2019ve gotten to Limbaugh. We know what upsets him,” and as the show was getting so big, if I started responding to all this stuff, people that hadn\u2019t heard the original charge then heard it, and it just elevated it. My first time in the restaurant &lt;a target=new href=”http:\/\/www.21club.com\/web\/onyc\/onyc_a2a_home.jsp”>21&lt;\/a> in New York was after my first book was out, 1991 I guess it would be, and I had to go to the restroom, and there was a restroom attendant in there who was a minister. We call him “the Rev,” and it was my first time there. I\u2019d never met him. But he\u2019d been told that I was coming. He had my book. I was signing my book over the urinal. (Laughter.) I was leaving and he said, “You know, this is the second biggest day of my life. My first was when Mr. Reagan came in.” He said, “You know what about Mr. Reagan? He just laughed at \u2019em. He just laughed at \u2019em.” <\/line>Gosh, I\u2019m getting a divine answer to my question here. I haven\u2019t even brought it up. I said, “What do you mean, Rev?” <\/line>“Oh, people said the most horrible things about him, and he just a laughed at \u2019em, because he knew himself. He knew it wasn\u2019t true.” <\/line>At that point I evolved a policy. Like I said, this guy in Delaware, I don\u2019t care. Call me any name you want. I\u2019ve got three hours tomorrow to disapprove it. I\u2019ve been doing it for 18 years, and all I\u2019ve done is this (angling his hand upward) and grow. It hasn\u2019t hurt. But you start writing stuff about how I do business that\u2019s all wrong, you\u2019ll hear from me, because I\u2019m not going to let that side of it be impugned, especially the people who are already advertising and being subjected to this kind of criticism as a bunch of hayseeds themselves. Anything else? Yes, sir?<\/line>QUESTIONER: What is talk radio for Generation X going sound like?<\/line>RUSH: What is talk radio for Generation X going to sound like?<\/line>QUESTIONER: Yes. Is it going to change? Is talk radio going to change in the next ten or 15 years?<\/line>RUSH: Yeah. It\u2019ll change because Gen X hosts will come up. I hope. You know, I hope that there are young people that are hearing talk radio and want to go into it, and if it\u2019s inspiring… I mean, I am the result of a whole bunch of people I admired growing up, both in and out of broadcasting that inspired me. I would hope that there are people in talk radio that are inspiring young people, and they will do it themselves, and whatever Gen X talk radio is, will be defined by them. But I think something else is going to happen, too. You notice in the last year or so, we\u2019ve had the Ward Churchill controversy. Liberalism on campus is nothing new. It\u2019s been going for 50 years. Ward Churchills have been out there for 50 years. This twerp professor in Aurora, Colorado, was out there telling the geography class that Bush\u2019s State of the Union address was equivalent to a Hitler speech. <\/line> This has been going on for a long time. I think the left is more panicked than ever now, and for reasons I won\u2019t go into here, but what\u2019s different is, students are standing up. Students are taking tape-recorders. Students are saying, “We\u2019re not going to put up with this.” Well, where are these students learning this stuff? Hello, talk radio. Their parents. The phenomenon, they\u2019re called “Rush babies.” I didn\u2019t make up the term. Some recent graduate of Columbia or New York University did. They grew up; their parents were listening to talk radio. I think what\u2019s going to happen, in addition to the new Gen X host defining it, is that these young people are already politically attuned, and they\u2019re going to — I think the demographics are going to — remain pretty solid 25-54, even as I, you know, approach 60. The polarization in the country today is pretty big. It\u2019s nothing that rivals anything in the past. <\/line>But everybody alive thinks times are worse in their time than they\u2019ve ever been. It\u2019s not true in this case. I\u2019m optimistic about the future of the country and always am, which is another aspect of the relationship I have with the audience I didn\u2019t touch on. But anybody can react to the media. You know, the media is a drive-by shooting bunch these days. The media today, the antique media, this bunch here in Washington, they\u2019re driving around in their convertible, they pop across a news story like Cheney and Harry Whittington, and then this port story, and they fire a volley of bullets, and they stir everything up, and everybody is bleeding and talking and worried about things, and nobody knows anything. The first three days of the port deal, everybody was reacting purely on the basis of gut reaction, for whatever reasons — and then the media gets in the convertible; tthey head on back down the road, and they start on somebody else, like it\u2019s Bush\u2019s poll this week, and it\u2019s going to be Katrina and this video. <\/line>It\u2019s never going to stop, and it depresses people who watch it all the time. So why do you think the news ratings are plunging? People don\u2019t want to watch that. I have to. It\u2019s my job. (laughter) I pay some people now to watch some of it because I can\u2019t even stand to watch it. (Laughter.) People crave optimism, and I tell them, “If you want to be happier, turn the television off just a week, and don\u2019t read the newspaper. You\u2019re not going to get blown up. Iran is not going to attack us. Nothing is going to happen. But just check your attitude. Now, make sure you listen to this show every day, but…” (Laughter.) It\u2019s amazing. Optimism is in such short supply. You know, it\u2019s like you can\u2019t go to the library and find a book there, “Great Moderates in American History.” You can\u2019t go to the library and find a book on how to be a pessimist, because it comes naturally, but these people that write positive attitude books make millions because people crave it. It takes work to be happy. It takes work to be optimistic. <\/line>The natural tendency is sit around and be affected by all this external stuff, and that\u2019s what happens to peop0le. So if you\u2019re optimistic… One of the problems with our business, and any media, is that they love to work out of fear. Sstir people up. Make them afraid. Looks at the guys that do financial newsletters. They\u2019ll up their subscriptions by sending out a bulletin: “Hot tip. Market to plunge next week! Subscribe now!”<\/line><\/p>\n

“Oh, my God! It\u2019s all falling apart! Where do I sign up?” <\/line>Well, enough people are doing this that there\u2019s plenty of room for optimism and just good cheer. We\u2019re all alive; we\u2019re in the best country on earth; we have more economic prosperity than ever; we\u2019re living longer; we\u2019re living healthier. There are a lot of challenges. Everybody has challenges. Everybody always has. But the opportunities that exist in this country today have never been better, and they\u2019re only going to get better. There\u2019s no reason to get all pessimistic. Concerned, got problems, need to be dealt with and solved, yeah, but don\u2019t do it from a standpoint of fear. Fear changes your illusion. Fear changes the way you approach things. Something I learned when I was discussing things I meant in the first two minutes of the presentation. So the bottom line is: Be happy we\u2019re in the business that we\u2019re in. Be optimistic about it. There\u2019s competition everywhere. I\u2019m not going anywhere. I\u2019m staying terrestrial. It\u2019s what\u2019s made me what I am, why would I abandon it? You have a question sir?<\/line>QUESTIONER: Yes, I do, Rush. You said you\u2019re approaching 60?<\/line>RUSH: No, no. I said… Well, yeah. (Laughter.) I\u2019m 55. I said, “When I\u2019m approaching 60…”<\/line>QUESTIONER: A question then as you move into another age. Do you see yourself in 30 years still being on the radio? And have you in your mind, do you have a criteria when you think you may decide to not do it anymore?<\/line>RUSH: Yes. I am not going to retire until every American agrees with me. (Laughter.) That\u2019s my goal. I have no idea if I\u2019m going to be alive 30 years from now. You know, I have never been specific-goal oriented. My goals have always been general, and I take every day. I want to be able to react flexibly with whatever market forces or other forces arise. There are days I get up and don\u2019t want to do it — not very many, but there are — and I say to myself, “Financially I don\u2019t have to,” but what always brings me back is those three hours are when I\u2019m as happy as I ever am, and I know what the audience expectations are, and it\u2019s a thrill and a challenge to try to meet them and hopefully surpass them every day. But when the microphone goes on, even when I\u2019m… One of the things when I was young and listening to all these deejays, I would tell my mom and dad, “Gosh, they never sound like they\u2019re in a bad mood,” and I was in a bad mood every other day as a teenager. <\/line>I mean, they never sounded in a bad mood. All right, I understand how now. Unless I tell the audience I\u2019m in a bad mood, they won\u2019t know it. Magic happens when the microphone goes on. It\u2019s just experience. I don\u2019t know what it is. The adrenaline, the responsibility that, “Hey, I got in an average quarter hour 4-1\/2 or 5 million people are there, and I can\u2019t just treat them like I don\u2019t know they are there. They deserve the best I could do.” I don\u2019t know what it is that happens, but as soon as the three hours are over, I sometimes go back to, “Gee, I really didn\u2019t want to do this today, but I\u2019m glad I did.” They aren\u2019t very many, but still there\u2019s nothing else I would rather do, and so if I\u2019m still deriving happiness, and if people still care (laughs) and want to listen to what I think, if I can even talk 30 years from now, then I\u2019ll be there. Anything else, if not…? Yes, ma\u2019am.<\/line>QUESTIONER: I\u2019ve been in radio for about ten years, two years as a talk show host. <\/line>RUSH: Two years?<\/line>Questioner: Yes, two years in a talk show host in Milwaukee, a daily talk show host, and I want to be great — and I know there\u2019s not a lot of talk show hosts that look like me — and you mentioned that you know what your listeners want to hear about. When the phones don\u2019t blow up and when the phones don\u2019t ring, does that mean that your topic is a bad topic?<\/line>RUSH: No! No! No! (bangs podium) This, this is a brilliant question! This is the kind of thing. In fact, the last thing you should look at to judge whether you have an audience is that phone bank. Don\u2019t pay any attention to it, because if you do, you\u2019re going to start “topicking.” You\u2019re going to start selecting topics. You\u2019re going to get psychics, because psychics will make the phone ring. (Laughter) Nobody listens to them. (laughter) No, no, no. Forget the phones. The best advice I could give somebody like you just starting out — where do you do your show?<\/line>QUESTIONER: Milwaukee.<\/line>RUSH: Milwaukee. Perfect size market for this. Is it two hours a day, three hours?<\/line>QUESTIONER: Two hours a day.<\/line>RUSH: Two hours. As soon as you can, do two hours without a phone call. Prepare every day to do a program without a phone call. You never know. The phones might break. Become phone dependent, and you\u2019re not going to give all of yourself; you\u2019re not going to prep properly; you\u2019re going to get lazy in prep. You want to be the reason people listen to the radio, not an endless parade of guests who don\u2019t care about your show except that it\u2019s a promo vehicle for them. When I started, I didn\u2019t do guests. “You can\u2019t do talk show without guests!”<\/line>“Watch me. I can\u2019t get any better guest than anybody else is getting; and, frankly, I don\u2019t care what the guests have to say. I\u2019m not that interested in the latest author and the latest TV host and politicians. I want people to hear what I say. I want to be the reason people listen to radio!” and the phones? The best statistic I\u2019ve ever seen in this business to demonstrate is that whatever your audience universe is, less than one half of one percent is trying to call you. Figure — if that\u2019s accurate, maybe it\u2019s small, but — 95% of your audience is never even going to try to call, but they\u2019re listening, and that\u2019s who you have to aim to, and I\u2019ll tell you, when you\u2019re worried about you don\u2019t see too many people in the room? The #1 female communicator in this country is Oprah Winfrey. It can be done. This business has ways of bridging all of these different gaps, the skill with the performer and the host to reach out, to be able to connect with the audience. Skin color won\u2019t matter. It really won\u2019t — and I wish you all the best. That is a great question. It ought to be required training. (laughter) Yes, sir?<\/line><\/p>\n

QUESTIONER: Rush, Michael Savage criticizes you almost on a daily basis. <\/line>RUSH: Who? (Laughter.) <\/line>QUESTIONER: — and — <\/line>RUSH: No, no, I didn\u2019t hear who you said. <\/line>QUESTIONER: Michael Savage. Michael Savage. He criticizes you almost on a daily basis. <\/line>RUSH: I have never heard his show. <\/line>QUESTIONER: Oh. <\/line>RUSH: It doesn\u2019t matter what other people say to me. I don\u2019t care. My three hours… You know, when I start my program at 12 noon, my attitude is, there\u2019s nobody else in radio. There\u2019s nobody that does this but me. The reason for that is, if I think X in my Stack of Stuff has been discussed, I\u2019ll leave it out. My audience wants to hear what I think about it. There is nobody else in this business, as far as I\u2019m concerned. Nobody. I don\u2019t mention them; I don\u2019t listen to them; they don\u2019t exist. I have never heard the guy you\u2019re talking about. I have never heard any of them — on purpose, and this is as much a psychological aid for me as it is my actual mind-set. I am talk radio. Everybody else is pretender. (Laughter.) (Applause.) Yes.<\/line>QUESTIONER: Rush, when you say that you warn all the other radio personalities to do their show prep for their show, are you referring to Sean Hannity?<\/line>RUSH: You mean my when I say “show prep for the rest of the media”? It originally started, because I would see everything I talked about on cable news that night. I aim nothing specifically at anybody — and Sean is a good friend. It\u2019s like he\u2019s on at three o\u2019clock; he\u2019s got probably a bigger burden than I do. Look at all the stuff that\u2019s been on the air. How can he come up with anything original? Even I at 12 noon can\u2019t come up with anything original, so, no, no. No veiled attack at Sean. Yes, sir?<\/line>QUESTIONER: You\u2019ve alluded to people you listen to when you were growing up that were your heroes, and I\u2019ve been in radio for 35 years, and I have mine. I\u2019m curious who yours were when you were the little kid growing up in Missouri and who you listened to and you said, “That\u2019s magic. I want to do that.”<\/line>RUSH: &lt;a target=new href=”http:\/\/www.radiohof.org\/discjockey\/larrylujack.html”>Larry Lujak&lt;\/a> out at LS. Although I wasn\u2019t able to listen to him — I won\u2019t tell you how but I was able to get tapes — &lt;a target=new href=”http:\/\/www.robertwmorgan.com”>Robert W. Morgan&lt;\/a> at KHJ. Those two guys. It was funny, too. I never even thought I would be in their league, and at one time working at WLS would have been the pinnacle for me, just getting there. Now I own it. (Laughter.) Sorry. (Smacking his cheek.) Sorry. Just kidding. But, yeah, Lujak I just thought was… I still don\u2019t think there\u2019s anybody that\u2019s ever been as good as Larry Lujak was, in my mind. Yes, sir. Shout it from the mountaintops back there.<\/line>QUESTIONER: I\u2019ll try to make myself heard. Do you have any advice for talk radio hosts on the progressive side?<\/line>RUSH: On the what side? One voice tell me what he said.<\/line>AUDIENCE: Progressive. Liberals.<\/line>RUSH: Oh, you mean the commies. (Laughter.) No. I\u2019m sorry. I shouldn\u2019t. I shouldn\u2019t. Do I have any advice for the liberals? I give them advice every day. I advise the Democratic Party, if they\u2019d only listen. The model for success is out there. I don\u2019t know how many times, and they still don\u2019t get it. There\u2019s no helping them, because they\u2019re too arrogant. I don\u2019t even think the progressives in this business are in it for the business. I think they\u2019re actually a disguised campaign operation that\u2019s funded by donors. They\u2019re buying time on radio stations. I mean, they ought not even be in business if it\u2019s a business. They should have gone south a long time ago, and then after that they\u2019re being propped up by two or three charities, stealing monies from Boys and Girls Clubs and so forth. Their problems go deep, and then when you get to the programming? I mean, who wants to get up every day and listen to hate, rage, anger, lies, doom and gloom? <\/line>Who wants that, except other people who are in that mold — and that\u2019s about 6% of the Democratic Party? I have tried to help them. I\u2019ve tried, just like I\u2019ve advised the Democratic Party on how to get out of their doldrums, but for some reason they don\u2019t trust me (laughter) that I\u2019m trying to help them. Anything else? If not, I want to thank you all again very much. You\u2019ve been a great audience. You\u2019re a great group of people. I can\u2019t tell you how ecstatic I am to be in the same business with you. I do not know how to adequately express my gratitude for your support for me. I do look forward to the day when I can answer questions that everybody has, because in so doing I will hopefully be helping a whole lot of people with the same problem that I had — or, in the right parlance, have. But regardless that, I hope you have a great convention, and I hope to be back soon to be able to talk to you and answer even more questions that you may have. Thanks so much for being here. (Applause.)<\/line>END TRANSCRIPT<\/line><\/p>\n

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Click for Video:&lt;img src=”\/home\/rush_photos_main\/radio_and_records_talk_radio_seminar_keynote_address_2006.Button.UnVzaCdzIFNwZWVjaA==.W.y.gif” border=”0″> &lt;img src=”\/home\/rush_photos_main\/radio_and_records_talk_radio_seminar_keynote_address_2006.Button.USZB.W.y.gif” border=”0″> BEGIN TRANSCRIPT RUSH: Let me retrace what the business has become, in my mind, since 1988, and also tell you how I look at the business. Because I look at this as a business. I don\u2019t look at it as a means of electing candidates. I don\u2019t […]<\/p>\n","protected":false},"author":25,"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":[],"tags":[],"class_list":["post-23385","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nRadio and Records Talk Radio Seminar Keynote Address 2006 - 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:\/\/admin.rushlimbaugh.com\/daily\/2006\/03\/02\/radio_and_records_talk_radio_seminar_keynote_address_2006\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Radio and Records Talk Radio Seminar Keynote Address 2006 - The Rush Limbaugh Show\" \/>\n<meta name=\"twitter:description\" content=\"Click for Video:&lt;img src=”\/home\/rush_photos_main\/radio_and_records_talk_radio_seminar_keynote_address_2006.Button.UnVzaCdzIFNwZWVjaA==.W.y.gif” border=”0″> &lt;img src=”\/home\/rush_photos_main\/radio_and_records_talk_radio_seminar_keynote_address_2006.Button.USZB.W.y.gif” border=”0″> BEGIN TRANSCRIPT RUSH: Let me retrace what the business has become, in my mind, since 1988, and also tell you how I look at the business. Because I look at this as a business. I don\u2019t look at it as a means of electing candidates. 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The Rush Limbaugh Show","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/admin.rushlimbaugh.com\/daily\/2006\/03\/02\/radio_and_records_talk_radio_seminar_keynote_address_2006\/","twitter_card":"summary_large_image","twitter_title":"Radio and Records Talk Radio Seminar Keynote Address 2006 - The Rush Limbaugh Show","twitter_description":"Click for Video:&lt;img src=”\/home\/rush_photos_main\/radio_and_records_talk_radio_seminar_keynote_address_2006.Button.UnVzaCdzIFNwZWVjaA==.W.y.gif” border=”0″> &lt;img src=”\/home\/rush_photos_main\/radio_and_records_talk_radio_seminar_keynote_address_2006.Button.USZB.W.y.gif” border=”0″> BEGIN TRANSCRIPT RUSH: Let me retrace what the business has become, in my mind, since 1988, and also tell you how I look at the business. Because I look at this as a business. I don\u2019t look at it as a means of electing candidates. 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