Remembering Rush Limbaugh One Year After His Death
Thursday marks the one-year anniversary of the passing of Limbaugh, who died following a brief battle with advanced-stage lung cancer.
Thursday marks the one-year anniversary of the passing of conservative talk icon Rush Limbaugh, who died following a brief battle with advanced-stage lung cancer.
In the days and months after his death, program directors and operations managers had to scramble to fill a void that was once unimaginable in his former daypart.
Limbaugh is considered one of the most influential media figures in American history, playing a consequential role in conservative politics since “The Rush Limbaugh Show” began airing in 1988.
Barrett News Media sought perspective on Rush’s passing and its subsequent impact on the news/talk format from renowned programmer Tim Wenger and nationally syndicated talk show host Brian Kilmeade.
Tim Wenger – News/Talk Format Captain, AudacyOperations Manager/Brand Manager 930 WBEN, WGR SportsRadio 550 and ESPN 1520.
How has Rush’s passing impacted the world of news/talk radio?
His passing really kind of rattled the format and, to some degree, the industry. Over the course of the last year, since his passing, there’s almost been like a reorganization of the format. Internally, we sought places where we felt continuing with some sort of a syndicated political context type of programming would continue to win, and we identified those places, and then we also looked to stations where we thought some type of local content would excel.
Do you think people are less interested in the format since he passed?
I don’t want to trivialize this at all because Rush can’t be replaced. I talk to listeners all the time who are mourning, like a member of their family has passed, and there’s a void in their life because Rush was a beacon for them for three hours every weekday for decades. But people that are interested in the format are interested in the format. They want to talk; they want to hear people talk; they are interested in current events.
I think there may be less interest in spirited political debate all the time. I think we are seeing this in many markets where we are going into more generalized talk content that addresses immediate needs in communities. So, I think there may be a shift in interest level that is broader in nature.
What do you think Rush would think of his replacements? (Clay, Buck, Bongino)
I don’t know what Rush would think; it’s almost not fair of me to do that. I will say that those are people that he trusted. Those were people that he attached to and used on the show. So, one would guess that he would endorse them, so to speak.
When I say that Rush was an icon, he was just so confident. I certainly didn’t know Rush personally, but I encountered him at conferences and such. Rush just did things his way; he didn’t really worry about anybody; he just worried about his own brand and what he stood for. I think that he would hope that those guys are doing the same thing. What he would think of them, I am not quite sure. We as a company have decided to embrace Dana [Loesch] and have worked out an arrangement where we put her in multiple markets where we felt that a continuation of a syndicated show would be most beneficial to brands.
Have WBEN’s ratings suffered because of Rush’s passing?
No, it’s interesting because we switched it out. We didn’t replace the daypart with a noon-3 show. We localized the station from 10a-2p and then 2p-6p. We put two local people in there, David Bellavia in the earlier slot and Tom Bauerle in the later slot. So, the 12-3 slot has two shows across it. We did see a very initial decrease within the first quarter of 2021, and then we saw a big spike in the beginning of the summer and then late summer a wobble, and then we came back strong in the fall. So, I am confident that the local content seems to be winning for us.
Brian Kilmeade is the co-host of FOX News Channel’s FOX & Friends and the host of The Brian Kilmeade Show (weekdays 9 am – 12 pm/ET) a nationally syndicated three-hour radio program on FOX News Audio.
How has Rush’s passing impacted the world of news/talk radio?
I think the first sentiment is sadness because he was bigger than life, the best talk host ever, and his humility and class even staring at death was all inspiring. In terms of what happened to radio, it was a mad scramble to fill the slot from 12–3 pm, uprooting many lineups, but the most part, it’s been Dan Bongino, Buck & Clay who are spoiling the bulk of the affiliates. For others like me, who do not have a major syndicated company leveraging Rush to carry their other talent, it has helped us gain affiliates.
Do you think people are less interested in the format since he passed?
I would not say less people care about the format since Rush passed; it is just that no one has the impact he had for conservatives. But like a sports team, when the star goes down, it gives someone else a chance to shine, and some are really taking advantage of it. Podcasts are increasing in popularity which leads me to believe we should be talking audio, not radio, because it’s not so wide a swath.
What do you think Rush would think of his replacements? (Clay, Buck, Bongino)
Rush was remarkably supportive, and think he would appreciate their unique voices and also appreciate the fact that they are not trying to be him. Rush approached every show like his first and last, and it came through every day. As great and rich as he was, he knew what it was like to struggle, so he never took a day for granted. I think he would appreciate the same with his replacements.
Ryan Hedrick serves as the Assistant Program Director and Co-Host of the Morning News Express at WFMD. Prior to WFMD, he hosted an afternoon program at News Talk 103.7 FM in Chambersburg, PA. He has worked at Sirius XM in Washington D.C., WBEN in Buffalo, NY, and for stations in Baltimore, MD. He has also worked at WIBW-AM in Topeka KS, earning the Kansas Association of Broadcasters (KAB) award for Major Market enterprise reporting in 2016. To connect with Ryan, find him on Twitter @SureToCover.
If CNN is For Sale, Here Are 5 Potential Buyers
CNN can’t survive as a “both sides” network, as a Fox News lite, or as a leftist network. It needs to be the network that upholds the truth. These companies would align with that method of thinking.
It’s hard to run a cable news network like CNN these days. Just look at NewsNation. It was founded on the principle of being the first centrist cable news network to come into existence in years. But over the past couple of months, the network has peddled by coming from a slightly right-of-center angle with headlines. They’ve tried to steal left-of-center viewers from CNN with the hiring of Chris Cuomo. And now they’re literally going wall-to-wall with coverage of UFOs. I’m not even making that up.
In a world where a big chunk of its denizens believes the truth is a maybe while the other half doesn’t pay attention to the news unless it is bite-sized, does it still make sense to own a cable news network? Given the turmoil Warner Bros. Discovery CEO David Zazlav has faced lately with CNN it may not be for him.
The company was forced to let go of CNN CEO Chris Licht this week after a scathing profile from The Atlantic that went behind the scenes into how Licht operated the network post-Jeff Zucker. It was a circus, to say the least. After reading the profile though, you still come away feeling bad for Licht while considering the fact that there is a hand that might have been puppeteering him along the way that was used to having control over everyone.
Zazlav comes from a part of cable where it is necessary to operate like a dictatorship because the formula has proven to work with Discovery Channel, HGTV, Food Network, etc…and because the shows that air on these networks create their own warped reality to spit out for thirsty reality consumers who want it the way it is served.
It’s impossible to have this kind of culture in cable news where the personalities aren’t really the star of the network — the news and facts are and they can’t be warped to fit all interested parties. They just have to be true whether it benefits one side or the other. The truth is the truth.
There are new ways to tell stories and there’s new technology you can use to tell those stories but at the end of the day, telling stories also has the same formula as it always has and can’t be changed.
Remarkably, Don Lemon comes away from Licht’s profile looking the most intelligent when he says that many critics of CNN like Zazlav are committed to Monday morning quarterbacking. CNN went a little too hard on various things happening in the Trump administration too many times, but at the end of the day, it was the job of journalists to hold politicians accountable to the truth just like it has been since the founding of television news.
This lack of realization on Zazlav’s part shows that CNN probably doesn’t belong in the same company as Warner Bros. Discovery. The cultures of Discovery and CNN clearly don’t align. Axios has already reported that because of the low ad market, cord-cutting, slumping ratings, and the run-up to the election having not started yet, WBD doesn’t plan on selling CNN any time soon. It also should be noted that CNN still makes almost $800 million a year for WBD so it is not the big loss of an asset that many in the media would make you think it is.
At the same time, unless Zazlav decides to change his mindset, he needs to sell before this situation becomes unmanageable. CNN can’t survive as a “both sides” network, as a Fox News lite, or as a leftist network. It needs to be the network that upholds democracy and the truth. These companies would align with that method of thinking.
The Mickey Mouse Club owns the news organization that already has the most trust among conservatives on television besides Fox News (ABC News), so they would help legitimize CNN’s mission of garnering more conservatives.
CNN’s library of content would bolster its digital platforms and provide an avenue to create new documentaries and films. ABC News’ own extracurricular projects would be on a platform that has consistent reach with the audience they’re seeking and wouldn’t get lost in the clouds like it currently does on Hulu.
National Geographic could move its content to CNN and HLN and help Disney get rid of one less cable network (NatGeo Channel) that doesn’t generate revenue.
CNN already has the largest news organization in the world. Their addition would bring NBC over the top. NBC’s ability to promote news offerings on Peacock would get some much-needed help as well since CNN has the number one digital news website in the United States.
Peacock would also be able to add CNN’s library to its app giving viewers who crave live news and sports another reason to subscribe to the app.
Regulatory issues may prevail due to past rulings by the federal government but this may have a chance to go through if the government believes the internet and streaming and the fragmentation of television has created enough competition for a CNN/MSNBC combo to not be too powerful.
The Emerson Collective
In a stroke of sheer awkwardness, could the owners of The Atlantic be contenders? Laurene Powell Jobs has constantly spoken about how much she believes journalism affects the balance of our society.
CNN, despite its ratings drag, still plays a vital role in shaping what we talk about as a society. Jobs’ causes like social justice reform, immigration reform, and the environment might get more attention from the general populous on a platform like CNN
The Washington Post or New York Times
Both entities were hand-in-hand with CNN reporting on the latest developments involving the Trump administration and both also faced public backlash about what they deemed as important with a Trump admin vs. a regular administration.
They all share the same mission and journalism ethos and, in the case of WaPo, have a very wealthy backer who could fund a potential deal.
The media mogul has become more deeply involved with the industry than he ever was before. He has a stake in the sports RSNs that are currently failing, he owns The Weather Channel — the most trusted name in news right now which is a remarkable feat to achieve in an era where so many deny climate change and he’s in the market to buy more.
CNN being black-owned could quell the accusations of the network becoming white-washed. A partnership with The Weather Channel bolsters coverage of climate change for the cable network.
And for Byron Allen, CNN gives him a seat on the table when it comes to power and influence in the worlds of Wall Street and Congress.
Jessie Karangu is a weekly columnist for BNM, and graduate of the University of Maryland with a bachelor’s degree in journalism. He was born and raised in Baltimore, Maryland but comes from Kenyan roots. Jessie has had a passion for news and sports media and the world of television since he was a child. His career has included stints with USA Today, Tegna, Sinclair Broadcast Group and Sightline Media. He also previously wrote a weekly column for our sports media brand, Barrett Sports Media. Jessie can be found on Twitter @JMKTVShow.
What Chris Licht Got Right, and Wrong, During His CNN Tenure
Chris Licht faced an impossible mission of improving ratings without Donald Trump and with a staff he alienated.
The departure of Chris Licht from CNN was abrupt but expected after a string of missteps. His criticism of his predecessor Jeff Zucker spilled into criticisms of the network’s coverage of Donald Trump and the Covid pandemic, which undercut his staff. Journalists who stood up to conspiracy theories and election falsehoods from the very top felt betrayed.
I’ve known Chris for 30 years, when he served as an associate producer at a KNBC/CNBC for a daily half-hour program centered on the O.J. Simpson trial. Later, we were colleagues at NBC and kept in touch while he was at CBS and I was at ABC. He is whip-smart, congenial, worked well with big talents like Joe Scarborough, Charlie Rose, and Gayle King, and, until now, had a stellar track record.
And in his latest and biggest post — despite being put in an impossible position — did some things right, which I will highlight in a moment.
But first that impossible position. His new bosses at Warner Bros. Discovery wanted a restructuring and high ratings. They insisted on less calling out of misinformation and more “both sidesism”. So Licht had to derail the CNN train and then try to lift it back on the ratings track. No small job. Especially in a news climate that is in decline.
All the cable networks — who depended upon Donald Trump’s unpredictable, often treasonous and dangerous style — have suffered ratings decline. Fox numbers are down and so is MSNBC. The viewing public no longer has to tune in every minute of the day to see what the President is going to do or say. Life has largely returned to normal for most people.
So CNN, which could once depend upon airing and then fact-checking Trump’s latest absurdity, had to find new content.
Licht’s decision to emphasize down-the-middle news gathering seemed like a solid response to life without a bombastic — some say irrational — President.
Just cover the news, at which CNN is great. It’s the first place to turn during a mass shooting, a war, or natural disaster. But those are inconsistent events and cannot be depended upon for steady ratings. That’s the environment Licht stepped into.
He reacted with some good moves. His midday CNN News Central program, 3 hours of straight news, positions itself well to cover breaking news. It’s followed by Jake Tapper and Wolf Blitzer, also emphasizing news coverage.
However, unfortunately, the list of mistakes is a lot longer. Starting with Don Lemon. His “whole thing” in primetime was to be provocative and with a strong progressive bent. Licht attempted to turn Lemon into what he is not, an easy-to-watch, not opinionated host in the morning. A broadcast that was supposed to keynote the Licht agenda blew up in months. Lemon had an opinion on everything and could not get along with his co-hosts, which in morning TV is critical. The all-important chemistry was not there.
His meeting with Republican politicians on Capitol Hill to invite them back to CNN sent a message that they would no longer be challenged for disinformation. And Licht balanced the commentary panels on CNN with GOP election deniers who shouted over questions they could not answer, in turn sticking to talking points. A move that did little to attract viewers from Fox, and instead drove away legacy CNN viewers accustomed to progressive analysis and Republicans who respected opposite opinions.
Next, his attempt to normalize Donald Trump with a CNN Town Hall, somehow expecting the old rules of decorum would work became a disaster. Trump has to be covered. 30% of the electorate supports him, as do nearly 50% of Republicans. But a live Trump supporter audience overwhelmed Kaitlan Collins who was drenched by a firehouse of lies and deception.
And finally, there was Licht’s decision to make his criticisms of staff and their former coverage public in The Atlantic. A profile that made his gym trainer appear to be his top adviser.
To sum up: Chris Licht faced an impossible mission of improving ratings without Donald Trump and with a staff he alienated.
It was an opportunity wasted and a good man self-defeated.
Jim Avila serves as a weekly columnist for Barrett News Media. An Award-winning journalist with four decades of reporting and anchoring experience, Jim has served as Senior National Correspondent, 20/20 Correspondent, and White House Correspondent for ABC News. Prior to his time with ABC, he spent a decade with NBC News, and worked locally in Los Angeles and Chicago for KNBC, and WBBM. He can be found on Twitter @JimAvilaABC.
6 Tips For Dealing With Publicists
I’ll give you my rules for the people slinging guest pitches.
Especially for morning drive shows using the news wheel, ‘newsmaker’ guests are a part of the format. Beware of publicists that may be stealing bread from your station’s mouth. I’ll give you my rules for the people slinging guest pitches.
No Local Pitches From Publicists
We are often told to keep it local. I generally agree with that statement, but working with a local publicist is a bad idea. Publicists usually get paid for any appearance. If this is a local business, you are stealing money from your station’s bottom line. Why isn’t the guest purchasing advertising from the station?
Depending on the market, the publicist may be making enough money that would be better used on a spot campaign on your station. I programmed a station with the news wheel with “newsmaker” guests every half hour. A local doctor was talking about the ‘innovative’ procedure his office provides. Post-show, I called in the morning show host and producer. I asked if they stole from the company. These guys said, “No!”
Then I explained that the doctor was just given 12 minutes of free advertising. The publicist got paid and the station got nothing. I also explained that that the host could have made money with endorsement spots. Now, that was never going to happen. I suggested that the host speak with sales about this amazing doctor. Of course, the doctor never met with the account executive. Lesson learned.
You Are Enriching Them, So Make Them Work for Their Dough
You booked a guest from a publicist. Make them work for the money. Have them provide all the information that you need. A picture of the guest for social media. The interview is on your time, not theirs.
I had a publicist ask if I could pre-record their amazing guest at 4 in the afternoon, I said no. I only do guests live except in extraordinary circumstances. Occasionally, I’ll do a hit with one of the weekend syndicated hosts on my station. He does a local show at the same time that I am on the air. So, that is fine. I would pre-record Donald Trump and Joe Biden, but almost no one else.
It’s Your Show. Ask the Guest Your Questions.
If a publicist provides a list of suggested talking points, shred them. Do not do the interview for the guest or publicist, do it for your audience. Ask the questions that are focused on your listener.
The guest is getting free air time and the publicist is getting paid. If the guest and booker don’t like that? Who cares. I don’t do my show for them. I also never tell any guest about the questions that I could be asking. If there is a news story that is related to the guest, I am asking about that first. Being topical is your job.
The Emails Often Look Like the Endcap at Walmart
Here is what I mean: Publicist offers someone very cool. You contact them. The guest that the publicist offered is unavailable or ‘already’ booked at the time you need. So, the publicist highlights other potential guests that are not that appealing.
Just like the endcap at Walmart, the email looks appealing. Unfortunately, it is only to get you to open the email.
I received an email offering a really top guest that would be perfect for my show. I called the publicist and she told me that her guest was open at my time. Awesome. I thought that I had a good score.
I booked 3 days ahead and the publicist let me know that the guest was unavailable the afternoon before the interview. Since the guest was never confirmed, I didn’t promote it.
When to Cut Ties With a Publicist
If the guest slinger only provides people who are only wanting to sell stuff on your show? Move along. Obviously, all guests need to plug their stuff. We all know this.
About a decade ago, New York Mets pitcher Matt Harvey was booked on The Dan Patrick Show. Part of the reason was he was going to plug Qualcomm. Well, Matt Harvey didn’t want to speak about anything but Qualcomm. It was a sales pitch and nothing else.
Publicists should have their clients prepped so that they are booked to talk about their expertise and will get a chance to plug their book or service.
How to Get Guests Off the Talking Points
In the ’90s, I produced The Barbara Carlson Show in Minneapolis. The great actor Karl Malden was booked to promote the Oscars.
Let’s say that Karl was not in the mood to discuss anything but the Oscars. So, Barbara wasn’t going to let Karl get away with it. She buttered him up, telling Karl that he had a sexy nose. Then Barbara asked Karl if he had snorted cocaine at those amazing Hollywood Parties.
80-year-old Karl lost his cool. She got him off the talking points. It became an interesting interview.
The publicist was really mad about this. It was really good radio. It’s always about good radio and not pleasing some guest that is a one-time hit. Please the audience. Make memorable radio.
We all use publicists. Realize that you are their meal ticket. I am always surprised that I don’t at least get a holiday card from the publicists that I use on a regular basis. Don’t be naïve about these people. Hey, we all must make a living. They are a tool for you to use as you please.
Peter Wilkinson Thiele is a weekly columnist for Barrett News Media. He currently serves as the program director, and morning host of Newstalk KZRG in Joplin, MO. Additionally, Peter has held programming roles in New York City, San Francisco, Little Rock, Greenville and Hunstville. He has also worked as a host, account executive and producer in Minneapolis, and San Antonio. You can reach him on Twitter at @PeterThiele.