Limbaugh Re-Ups With Premiere

Brad Kava asked me this morning:

> what do YOU think of the limbaugh signing?

One of the ten greatest performers in the history of radio, and still one of the most important figures in the industry. He's apparently still profoundly hard of hearing -- at least according to the huge feature on him in the New York Times -- and he's typical of so many radio personalities these days: graying and older.

Premiere and Clear Channel did a smart thing in keeping him, but I'm not sure any other syndicator could afford him in today's market. The downside is that Clear Channel could sure use him on more of their own owned-and-operated stations (such as 910/KNEW here), keeping that money in-house rather than just getting a syndication fee.

But Limbaugh is part of a rapidly dying breed. Radio doesn't seem to be a business for young people these days, mostly because the geniuses who run it keep trying to guess what young people want. The answer is simple: invest some money in training young people to be broadcasters and entertainers, rather than button-pushing board ops. Start building farm teams in towns like Turlock and Merced where young people can cut their chops, then bring them up to the big leagues.

It's a formula that worked in radio for almost 75 years, and it's a system that helped develop Limbaugh and Stern and Imus -- and even Ryan Seacrest. There probably won't be another Limbaugh, Stern or Imus (or even Seacrest) because the industry forgot what it's most important product is: great personalities that connect with listeners.

If you haven't read the NY Times Limbaugh piece yet, it's brilliant:

New York Times Magazine: "Late-Period Limbaugh"