People would tune in before his show, or they left the radio on after his show was over, so the show after him got ratings. He was an anchor, and people don’t talk about this enough, but 12 to 3 is not really a big day part in radio. Love him or loathe him, Limbaugh was a “ratings tentpole,” a term used in broadcasting to describe a person whose success trickled down to others, said Brian Rosenwald, scholar in residence at the University of Pennsylvania and the author of “ Talk Radio’s America.” As such, he describes Limbaugh’s passing as a “seismic loss.” Here’s a look at options that Premiere, and its parent company, iHeart Media, may be considering, and why Limbaugh’s passing might signal trouble for AM radio, but not for the conservatism that the self-described “ America’s anchorman” embraced. Industry analysts say Donald Trump would bring instant ratings but that it’s unlikely he would want the job, and a better choice might be to bring in a host who might appeal to a different type of audience, such as young Republicans or conservative women.
Some people even hope that Premiere could convince a former president to take over the slot. Or it could play chess with its lineup, moving other conservative superstars into new time slots. Premiere Networks, the company that syndicates “The Rush Limbaugh Show,” could pluck someone from relative obscurity in a small market. Now every city has someone doing what he’s doing,” Halper said.īut that doesn’t mean that people aren’t salivating over the job opening.Īs when the legendary disc jockey Scott Muni died in 2004, “Every talk show host from here to Alaska is sending their materials to the appropriate authorities in hopes of getting an interview,” Halper said.
“Rush Limbaugh was on the air in a certain time in a certain space, when radio was still the dominant media and there was no one else doing what he was doing. Limbaugh was a unique talent who defined talk radio for more than three decades, and it’s likely that no one can duplicate his success, said Donna Halper, a media historian who teaches communication and media studies at Lesley University in Cambridge, Massachusetts.
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