By preaching about repentance and salvation through Christ alone? Graham was no Joel Osteen.
I don't think that's quite what he meant. The fact is, there is an incredible amount of opportunity in the modern world, with its mass communications, available for enterprising people (Rush Limbaugh comes to mind) to earn considerable amounts of money telling people what they already believe but haven't the time, the inclination or the ability to enunciate for themselves. If you've got a good business sense and know your audience you can become something of a popular demigod, without even having to believe what you're preaching.