What's happened as he has been putting this plan together is that some terrestrial stations have begun approaching him requesting to broadcast his internet feed, which Art is agreeing to let them do as long as they broadcast it live with no changes at all. Just the six minutes of advertising per hour.
It's fascinating to watch this develop. You may remember that Art was very early in working with the internet, and now he seems to be on a new cutting edge for broadcasting, melding radio and a live internet broadcast. Some stations carrying the talentless version of his old show must be getting very nervous.
I won't be surprised if Limbaugh doesn't do something similar down the road. He'll have even more control over his program than he does now.
I wouldn't be surprised either. I feel that he will be watching closely to see how well his old friend, Art Bell, does with his new internet stream based program.
If Art Bell does well and is successful, Rush may well follow him after his contract runs out next year and his no compete clause expires (probably six months or so after his contract ends). Rush has said at times that he is tired of dealing with frightened radio station managers on his affiliates, afraid he is too "controversial". Rush isn't too far behind Art Bell in being innovative technology wise.
Plus, Rush probably has several million 24/7 subscribers already who pay about $50/year for membership (I am a 24/7 member myself) - something Art Bell doesn't have now. If Rush was to abandon terrestrial stations and broadcast via an internet stream to subscribers, he may get over 5 million listeners/subscribers already via 24/7 memberships.
If he has 5 million 24/7 subscribers and was to add $25/year for a subscription to his new internet broadcast (making it $75/year for a enhanced 24/7 subscription), he could rake in $375 million just from subscription fees alone, not counting pocketing all advertising revenue, show merchandise and simulcast fees for now former terrestrial affiliates eager to simulcast his program.
That $375 Million+/year would be his and his alone and mark a major pay raise from the $50 Million/year he makes now. Even after taxes and expenses, he would take home much more and more importantly, have total control over his own show, brand and content. Rush probably only gets a cut of his 24/7 dues, if it is not already included in his $50 million/year contract.
Maybe Rush would get back to being the old Rush we all remember instead of the more duller version we have now if he got off terrestrial radio and went online and could say whatever he wanted to without having to worry or care about station managers/advertisers. I think Rush still enjoys his work and still wants to do it as long as he is enjoying it - otherwise I think he would have retired by now. He would enjoy it more saying what he wants and having complete control over his show, including revenues.