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Thank You Rush Limbaugh

“There is a big difference between talents and legends. Rush Limbaugh’s legendary status was sealed a long time ago, but his impact remains as important as ever to a format that desperately needs him.”

Chrissy Paradis

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Why do you need to listen to Rush Limbaugh’s show and familiarize yourself with his background? Let’s start with Reason 1: it is going to make you better at uncovering your purpose or passion; whether it be a career or hobby or something waiting to be unearthed. There’s nothing more helpful in identifying the missing piece from a year that was so challenging and with more potential shutdowns in the works, now is the ideal time to find a way to triumph the 2020 spell with a commitment to organize the required steps that put you on track to reasonably accomplish your goal.

I highly doubt that Rush’s motivation for all he has done to guarantee AM stations nationwide weren’t forced into obsolescence. I’m also not ashamed to acknowledge that the talent in the industry can be appreciated on a scale that has little to do with political issues and rather the widespread lack of acknowledgment or appreciation for a pioneering contribution to salvaging AM radio stations, allowing to pave this universal path of success with his show airing on nearly 650 stations nationwide reaching nearly 26 million listeners at any given time. I have immense respect for the way in which we refuse to speak about the issues that are rarely received as you intended, rather met by considerable judgement.

Despite Limbaugh’s story of success, paying it forward in his field, earning multiple NAB awards and the latest being the presidential medal of freedom, Rush changed the game so that it could never be played the same way again. Yet he’s met by opposition who still overlook his contribution. The amazing way in which he has been intrinsically aware of what the medium was lacking and how to benefit the format, appeal to listeners, and have the space for his Excellence In Broadcasting empire to take off to have over 43 million guests weekly. The Time Spent Listening for the three hour show (TSL) was two hours and 28 minutes as of mid 2020.

The ability to become the breath of air that’s able to be traced back to the restoration, revitalization and transformation of the NTS Format, should be credited and accurately described in the future. The Mount Rushmore monument that would be honoring what Rush Limbaugh’s been able to accomplish would also require the assistance of the people who’ve made such a product in the radio business. Contributions from the brave, committed vision that included tweaking the prime time slot and being able to inform listeners through talk that would be criticized in every way imaginable. Then there’s the show format along with the vulnerability of AM stations News Talk Sports programming which was salvaged from the looming, unavoidable fact that the format went from an extraordinarily quickly depreciating, depleted financial landscape into the limitless potential awaiting the format, AM radio stations nationwide had a second chance—this is a result of Rush Limbaugh’s formula and hands on involvement to ensure the band provided layers of success for News/Talk/Sports and a second chance to prevent a seismic shifting that had remained unaltered since Rush’s 1988 launch. When you’re the show being picked up by 100+ affiliates to add to the 56 stations already airing your program nationwide, you’ve done something worth being proud of.

The format was a perfect fit for the personality of Rush Limbaugh. It involved some serious Clinton administration Freudian slips, but also a style in which he tackled historical information that had been widely adopted by others in the industry today; the parody song or the news with an audience that was listening for unique content.

We also learned that whether you love or hate his political beliefs and on-air style, you have to respect Rush for staying consistent. He stated the EIB Network would not be exiled for broadcasting Gitmo for not agreeing with him on his show. His aim was to show that the conversations that were discussed on his program could continue to grow, take their own shape and eliminate the barrier that once existed.

I’d like to make it clear that I am not sharing my political affiliation in this column. But what I am going to share is the immense pride I have in my first job offer as the EP of The Morning Show with Rush Radio and what the National Brand Manager Ken Charles taught me that resonated so significantly throughout my radio journey. I was taught to never alienate or try to limit our listeners and P1’s. A person may hate your show, but they could also have a meter.

I asked Ken how Rush (el rushbo-damus) knew about the necessary adjustments to perfectly appeal to listeners in the mid 1980’s and what he uncovered that had gone unnoticed by the industry to that point; especially, considering the estimates to be over 43 million weekly listeners.

The Longtime National News/Talk/Sports Brand Manager for iHeartRadio andProgram Director of KNX NEWSRADIO1070, Ken Charles has been one of the most interesting players in the Rush format reset. Ken and Rush have both been huge catalysts of significant growth, development and will forever share a bond that defined the success seen by each of the players. A great number of Ken’s professional years have been spent studying, formatting, and launching a brand ‘ Rush Radio’ that in name alone, appeals to those who have no problem with being the enigma that the audience is so drawn to. Rush has been continually framed as someone who should be ashamed or blamed for failing to share the incredible success he’s attained throughout his professional journey.

“I was the guy who had Rush on his station as a first time PD in 1988′ said . I ran him on weekends. We were live and local during the week. I got a call that the competition wanted to air him live M-F 12p-2p but they’d stay with us if we ran him live. We were local and I passed. They took him and 32 years later the station that took him is the dominant player in the market and has been for over 25 years. I’m still here but that station isn’t. So what did I learn? Talent beats everything.

The audience didn’t care that Rush wasn’t in Orlando. They cared that he was entertaining and talked about things that they cared about. He connected with their hearts and just cut through the radio in a way very few talk talents had before him. I never made a mistake like that again.

So, I can speak about what makes him great from day one. I heard it. It’s why I was first to put him on in my market. But, I missed the other part. At the time, he was so unique that live and local didn’t matter to an audience that had been waiting for someone to speak to them. Outside of morning news magazine type shows most talk talent were either liberal or non-political fluff doing book interviews and talking about nothing.

Rush turned it on its ear. He took a right political slant but also did it with an FM morning man’s understanding of entertainment and turned talk radio on its side.

He single handedly saved hundreds of AM stations ratings wise and revenue wise and changed the dynamics of what talk radio could be.

I could go on forever. I made a huge programming mistake but making it and learning that lesson helped guide my career.”

Today we salute you, Rush.

There is a big difference between talents and legends. Rush Limbaugh’s legendary status was sealed a long time ago, but his impact remains as important as ever to a format that desperately needs him.

It’s well documented that Rush is battling cancer. His overcoming the disease should be the top concern but it’s human nature to expect station executives to contemplate a future without one of the most dominant radio voices of all-time appearing on their airwaves. Tomorrow isn’t promised to any of us, and Rush’s time behind the mic will eventually come to an end, but the longer News Talk radio can hold on to him, the better it is for everyone. When he finally steps away, an entire format could find itself lost and unable to recapture what he delivered them for decades. As the old saying goes, sometimes you don’t know what you’ve got until it’s gone.

When I was employed full-time as a NTS executive producer in radio. I had just turned 21. I learned so much about radio from two industry titans, Ken Charles and Rush Limbaugh. Rush has made a lasting impact on many of us. I hope we never forget how important of a contribution he’s made to this industry!

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4 Comments

4 Comments

  1. Dee

    December 10, 2020 at 1:21 am

    Amazing testimony to Rush’s brand! Great article!

  2. Rick

    December 10, 2020 at 2:17 am

    What a tremendous tribute to a guy that changed my thinking and my way of life over 30 years ago. God bless Rush and Kudos to Chrissy for an excellent column

  3. Deb

    February 17, 2021 at 11:55 pm

    Excellent! Thanks Chrissy. You are an amazing writer!

  4. Thomas Monaco

    February 18, 2021 at 1:55 pm

    Thank You Chrissy for such a wonderful tribute to a wonderful man. R.I.P. Rush Limbaugh

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BNM Writers

News is the Only Thing Missing From Election Coverage

Coverage of the election is, as we’ve discussed, still very horse-race-centric, and there’s been, of course, coverage of the various Trump court cases, but where is the coverage of exactly what the candidates plan to do if elected?

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A photo featuring I voted stickers

The first thought I had when I heard NBC had hired Ronna McDaniel as a commentator for $300,000 a year was to wonder how many actual journalists they could have hired for that money. Then, I recalled that NBC had laid off dozens of news staffers just a few months ago. Then, I remembered that I had just recently written a column decrying news organizations throwing pretty much anybody on the air as a “pundit” and this….

This was worse. It’s one thing to grab some rando who happened to be a minor functionary for the Executive Branch. It’s another to hire someone whose job was to promote election denialism and pretend that her opinion is something valuable for viewers. And, yes, it’s just as ridiculous when news organizations hire former presidential press secretaries (that’s you, Jen Psaki and Sean Spicer), their very jobs were to spin everything in their bosses’ favor and now you’re going to pay them big salaries for, um, what? Because they “have a name” or you’re afraid someone else will snap them up? Why them?

The McDaniel deal lasted five days, one completely unilluminating interview, and one unexpected Chuck Todd spine-growing outburst, so it’ll all blow over soon enough. The problem is, though, the part about having fired several news staffers, and what it means in an election year on both the national and local levels. If you have the money to hire an alleged pundit – any alleged pundit – you have the money to hire reporters, and I don’t mean anchors or opinion show hosts.

Coverage of the election is, as we’ve discussed, still very horse-race-centric, and there’s been, of course, coverage of the various Trump court cases, but where is the coverage of exactly what the candidates plan to do if elected? Who’s probing Project 2025 and why isn’t it front-page, first-segment news? Who’s pressing the Biden administration on Gaza? Is anyone reporting on the candidates’ record on climate change?

Beyond prescription drug prices, is anyone digging into the broken healthcare system and demanding answers from the candidates about what they’ll do to fix it (and not letting Trump get away with “I’ll have a better plan, a beautiful plan” without a single specific detail, like they did in 2016)? Why didn’t anyone focus on, for example, the GOP candidate for governor of North Carolina and his incendiary past comments well before the primary?

Pundits are not going to do the legwork on the issues; they’ll just talk about swing states while John King and Steve Kornacki point at their touchscreen maps. We need reporting on the things that matter (and can affect that horse race, even if most people have made up their minds). It shouldn’t just be Pro Publica and scattered independent journalists doing the dirty work.

Honestly, I don’t want to hear the complaints about the quality of the candidates or how this is a rerun or any of that. (We’ll leave that to The New York Times.) We are a horribly underinformed electorate and we got the horse race we deserve. It might just be idealists like me who think that, just maybe, the news media can play a role in educating the public and bursting the bubbles and echo chambers. This country has survived and prospered for a few centuries with the press shining a light on injustice and corruption.

Now, when we need that most, they’re more concerned with what they think will bring them ratings and money (although someone will have to explain to me who thought having Ronna McDaniel as a paid commentator would draw a single viewer to NBC).

Here’s a thought: Don’t lay off reporters, especially in an election year.  Assign them to dig deep on issues that matter to the voters.

Let the pundits talk about that.

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BNM Writers

8 Ways to Take Your Commercials From Drab to Fab

Our main source of income is derived from commercials. There are a lot of bad commercials.

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Another reason to read this column, I often add an Easter egg. We are in the advertising business. Our main source of income is derived from commercials. There are a lot of bad commercials. Frequently, clients write these ads. You can excuse it if the spots suck. But when the commercials are written by Account Executives or the production department at the station, it is kind of unforgivable.

I am going to share the most meaningless phrases in commercials.

Locally Owned and Operated

Customers do not care. If customers cared about a business being locally owned and operated, Walmart would not exist. People want service, selection, and value. They do not want to get soaked. When you purchase something, are you willing to pay 20% for a local company? If you say yes, you are wrong. People want a deal.

The Phone Number

Doing 70 down the 405, John slammed on the brakes to write down the phone number for an amazing HVAC Company. That is not how it works people. HVAC companies rarely have or should have regular customers.

Normally, your AC is out. You call the HVAC Company that you are familiar with. Radio advertising allows people to have “TOMA”: Top of Mind Awareness. There are stats that show when a company is advertising on your radio station, their website shows an increase in traffic. When you needed a service for your home, you hit Google and choose the company that you’ve heard of. It’s that simple. I actually heard a commercial asking listeners to add a businesses phone number to their contact list. That is a moronic use of advertising real estate.

Street Addresses

“Tequilaberry’s Prime Rib is located at 106 East Governors Drive in Peoria.” 

The people listening cannot process that detail. You could say “Tequilaberry’s Prime Rib is on Governors Drive just off 10th in Peoria.” That is almost digestible. That creates a picture of where it is.

Trust me, people interested in prime rib will Google you and load the address in their navigation system. Spend that precious spot time selling the experience of the restaurant.

Always Using the Company Owner/Founder in Commercials

Sometimes, it is amazing when business owners are their spokesperson. They have passion and are natural salespeople. Some business owners are terrible at speaking about their product.

When you have a business owner who is a natural promoter, they can drag listeners into their business. I once worked with a family who owned a couple of hardware stores. They spoke about the benefits of visiting their stores. It was heartfelt and real. They promised that their employees can help solve any problem in your home. If you went to that store and had a simple or complex problem, the employees helped you out.

I once worked with a man who owned a really nice flooring company.  For whatever reason, he thought that he was funny. He had spots written by him, his wife, or a kid. The ads were dreadful. They were not funny at all. Account Executives need to talk these clients out of doing commercials like this. Nothing says wacky hijinks like flooring.

Overuse of Numbers

“We have grapes at 99 cents a pound, Chuck steak at $1.99, two-for-one zucchini.”

Trust me, no one driving in city traffic can keep track of that. “The 2025 Chevy Chevette is back with 45-mpg efficiency and amazing 18-inch tires. Prices start at $19,999…  The New Chevy Silverado starts at $32,999.”

It gets really confusing fast.

WWW.

Yes, I hear commercials saying check us on the internet at “W-W-W dot business name here dot com.”

WWW is assumed and not needed anymore unless you are running a Commadore-64 with the latest floppy disc technology.

Yellow Pages Ad

“Check out our new ad in the Yellow Pages!”

OMG, no one reads those damn things anymore. Most people born after 1960 just toss those suckers in the trash. There was a time when the Yellow Pages were the largest revenue generator in advertising. Yes, a book of ads. Like Facebook, without your buddy’s political, vacation, or food posts. It was just ads. Zero content.

I had stuffed salmon tonight that I engineered myself. I would make Sydney Sweeney quite the trophy husband. Set us up. Hey, I am single. It was not that long ago that you would hear a radio ad that promoted a coupon in the Sunday paper.

Well, that copy should be deader than a doornail.

Amateur Theater

A husband and wife discussing their lawn and how she heard about Telly’s Lawn Service from her friend Stacy. 

Those commercials are obviously contrived and not interesting at all. 

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Open every commercial must have an attention-grabbing opener. “Totally Jammed…  The floor covered with the guest towels. Fearing the horrific consequences of another flush…  I did the right thing. I called ABC Plumbing. Quick service, a great price, and peace of mind.”

The next time that the plunger is failing to get the desired results, the listener of that commercial will identify with the very realist scenario.

We are in the advertising business. Use radio as it was meant.

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BNM Writers

The Lost Art of Using Sound as a Springboard

Use sound it wherever you can. All you need is a loyal, capable and willing board operator, to go along with a conscientious host.

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Jon Stewart was the first guy to do it — take a politician’s words from the news of the day or week. Search his or her entire past and find a sound byte saying the exact opposite.

It became an art form – and a great way to keep people accountable.

Most radio operations don’t have the resources necessary to consistently do something like that, but truth be told, that kind of journalism isn’t really the point of this week’s column.

It’s an example of the simple power of sound. We need to use it more within our shows. Use sound it wherever you can. All you need is a loyal, capable, and willing board operator, to go along with a conscientious host.

Speaking from experience, not doing it is lazy.

Doing it takes minimal effort and helps conversations tremendously – especially when it’s in real-time. I know. I’ve been there – missing opportunity after opportunity because I didn’t think of it, ask for help or just do it myself.

Put simply, good sound is a better springboard to a question than just a question.

Just the other day, I realized how well it works and how little I’ve been doing it.

Here’s what happened.

We have one particularly heated congressional race in our state. The Republican candidate is running for a second time after narrowly losing in 2022 in an election where Connecticut’s gubernatorial candidate from the same party got smoked, and the Republican presidential candidate lost the state as well.

This time around, there’s a struggling Democratic President with real doubts about the economy and the country’s standing in the world.

Put simply, the Democratic congressional incumbent has a massive task ahead to get re-elected.

On my show, I try to be consistently independent and be a place for both parties to appear with the expectation that the conversations will be fair and honest.

The Republican candidate came on the show earlier this month, and we went through a number of issues. Connecticut is a relatively strong Democratic stronghold, where the party controls the legislature, the Governor’s Mansion, and the entire congressional delegation.

Having said that, the largest voting block is unaffiliated, so appealing to independents is crucial for either side to win. I asked the Republican candidate twice about whether he will support Donald Trump, and both times, he equivocated. I asked the follow-up, we were on the record, so I moved on.

The following week, his opponent, the Democratic incumbent, was scheduled to appear on the show. Before her arrival, I realized the Trump Q&A should probably be replayed for her. Duh.

My producer found it, clipped it, and had it at the ready. I felt that I should have realized it sooner and not put some added strain on my partner’s morning routine. He was fine, but it definitely added unnecessary work within the show.

Lesson learned.

The sound byte worked well. I played it. She responded. We moved the story forward, and it was compelling – as you might imagine, the topic of Trump vs. Biden is pretty compelling these days.

By no means did it create a “wow” moment. That would be a little much. But it did make the show better, using the opponent’s own voice as opposed to my paraphrasing something. That lends credibility, not only to the topic but also to the show. He gave this important answer on our show, and she gave her response … on our show.

My final thought on this is that we (I) need to look for more places to utilize sound as a springboard to conversations, as opposed to simply raising the topic and discussing it. Maybe you’re already good at it and do it all the time, but this past week, I realized I need to push myself to do it more.

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