Posted on 02/15/2023 8:01:34 AM PST by Red Badger
Rush Limbaugh's death two years ago this week left a void in conservative media that younger, more versatile contenders are still trying to fill.
Why it matters: Today, no one radio host commands the same level of power and influence that Limbaugh did, but a number of new voices are emerging — blending the reach of traditional and digital platforms — and collectively proving to be more powerful in shaping conservative opinion for younger audiences.
"The world is changing and there are questions as to how Limbaugh, had he lived and remained healthy — based upon his mindset and his approach to the business — would have remained as pertinent as he was," said Michael Harrison, the longtime editor and publisher of TALKERS, a radio trade publication.
"He was not as flexible when it came to social media and some of the other forms that it takes right now to be a media presence as opposed to just a radio presence," he added.
Driving the news: Several conservative radio hosts have been competing for listenership in Limbaugh's former noon to 3 pm ET time slot.
While none of them have the same reach that Limbaugh once had on radio, they are much more active across a wider array of platforms, often reaching younger audiences. By the numbers: Limbaugh's show was broadcast to over 600 stations across the country, but many stations have opted to carry different programming in that time slot after his death.
Premiere Networks, a radio subsidiary of iHeartMedia, filled Limbaugh's time with a new show from conservative media personality and sports journalist Clay Travis and political commentator Buck Sexton that is broadcast across 400 stations. Conservative commentator and talk radio host Dana Loesch and Radio America struck a deal with Audacy in 2021 to make her show available in 11 of their markets, expanding her program’s reach to over 230 stations. Cumulus Media's Westwood One debuted a new conservative talk program in Limbaugh's old time slot, "The Dan Bongino Show," in 2021, across more than 100 stations across the country. Of note, Bongino said last year he would end his commitment once his contract expired with Cumulus in mid-2024. Be smart: Other station groups have opted to lean into local radio talent.
WSB Radio moved Erick Erickson into Limbaugh's slot in the Atlanta region. Audacy Philadelphia replaced Limbaugh's show with local host Dom Giordano. State of play: While their distribution footprints are smaller, these hosts are much more active on digital platforms than Limbaugh ever was, reaching younger audiences.
Sexton has a daily weekday podcast. Travis sold his entertainment sports blog, OutKick, to Fox News in 2021. Loesch, in addition to her radio show, authors a Substack newsletter and hosts a show on The First, a conservative network on DirecTV and its streaming services. Bongino hosts a podcast and a digital streaming show, in addition to being active on the conservative video streaming platform Rumble. Between the lines: Podcasting has become a huge opportunity for radio hosts to expand their reach. And video platforms like TikTok and Reels have made it easier for podcasters to gain new audiences quickly.
The "800-pound gorilla" in conservative podcasting is Ben Shapiro, said Howard Polskin, conservative media expert and author of The Righting, a conservative media blog. Shapiro's podcast is syndicated for radio. Until last year, he hosted a live hourlong daily radio show for Westwood One as well. The Daily Wire had three of the fastest-growing podcasts on the right by percentage growth in Q4 last year, according to an analysis of Castbox data by Polskin. Two of its podcasts, “The Ben Shapiro Show” and “The Jordan B. Peterson Podcast," had the highest number of subscribers. The Daily Wire has 2.8 million followers on TikTok, and its editor emeritus Ben Shapiro has 1 million. The big picture: One major shift in the post-Limbaugh landscape has been the rise of ideologically-driven personalities who aren't wed to the Republican party line.
Provocateurs from outside traditional party politics, like Joe Rogan, Elon Musk, and Dave Portnoy, are driving a new strain of American political conversation. “People are ideological, they hold sincere beliefs that remain unchanged regardless of party convention, which is why they tend to disregard typical party talking points," Loesch told Axios. "I think this is why you see people like Tucker and myself performing well with our audiences.” The bottom line: "Limbaugh has been replaced in terms of the coveted noon to three Eastern time slot by a number of hosts — all of whom should be taken seriously — but none of whom are of the stature that Limbaugh was on," said Harrison.
Thanks to the internet, "There probably never will be another one," he added.
“We get Ben Shapiro in the evenings...he talks so damn fast in staccato fashion it takes me several seconds to decipher what he’s saying.”
Ditto. I “listen fast” (I typically put YT videos on at least 1.25 speed) but I have a difficult time figuring out what Shapiro is saying. I’d be surprised if even half his listeners comprehend the bulk of what he’s saying.
Rush was establishment and had to make accommodations to stay viable. He got in some deep water during the first years of Clinton, when he got off the range a little with the Vince Foster thing. Next thing you know they had him pimping NAFTA and “The Crying Game.”
But there was no one else to give the mainstream Reagan GOP a voice and he survived when others couldn’t. He was the father of the podcast, and became a Lowell Thomas type figure, earning his place in history.
I never could get used to Mondays being given over to reviewing those awful Sunday shows from the MSM.
I like what he says, but I can’t listen for more than 15 minutes or so....................
I agree.
They’re on in Rush’s time slot where I live, and I listen regularly.
While no one can replace el Rushbo, M V & Robbins combine solid, take-no-prisoners conservatism with humor and satire, much like Rush.
Every show is interesting.
One thing Rush wannabes forget is Rush was a DJ before he was a political radio host. He was one of a kind. I like some of the talkers mentioned, but I don’t listen to radio every day like when Rush was alive. I didn’t even listen to him every day, but I miss him tremendously.
Same here. I would tune in to see what he would say when some big news hit to see what his take on it was.......................
This is exactly how it should be. There was no national powerhouse before Rush, and there most likely never will be again. Rush was a force all his own.
I love that the marketplace will determine success and that no one broadcaster was given his slot. Clay and Buck are OK, but not deserving the EIB bumper music. (I’m glad they finally stopped using it)
Dom Giordano is only in the Philly market. He’s good, but not my favorite on that station. I prefer Rich Zeoli, who very well could hold down a good national syndication.
Rob Carson was a Limbaugh joke writer who is syndicated in 20 or so markets, emanating from WCBM in Baltimore.
I can’t stand Shapiro and won’t listen to him.
Chris Plante is probably the freshest one around. He seems to have a wicked case of ADD and makes the most of it flitting from topic to topic.
“I like what he says, but I can’t listen for more than 15 minutes or so....................”
Likewise - I turn the radio off as soon as I finish showering.
I could never listen to him for very long because he was too watered down on the unconstitutional federal government issue probably because of all the reasons you mentioned.
Where’s the guy on the national scene who will NOT compromise on the unconstitutional federal government issue and who has a fire in his gut to restore America’s Free Constitutional Republic?
I love Trump and he doesn’t compromise with these idiots and I love that. But Trump is only the beginning. The $3 trillion unconstitutional portion of the feds must be dismantled if we are ever to recover our Free Constitutional Republic.
I have that fire but that’s about it I guess and I don’t see or hear anyone else talk like this even though there should be a whole army on board with this.
Both of those are not my favorite, meaning I’ll change the channel if they’re on
Mark Kaye has take the coveted time slot in my area. He’s informative and entertaining
Totally agree. It was like radio was to pacify conservatives while the liberals ran off with the country.
It's news and entertainment. and I miss it.
Ditto bro.
You can tell that this article is agenda-driven by this statement:
The "800-pound gorilla" in conservative podcasting is Ben Shapiro...If one were to seriously discuss the "800-pound gorilla," it would have to be Sean Hannity, whose show followed Limbaugh's. Hannity's name is not mentioned at all in this article, nor is Mark Levin mentioned.
-PJ
I think this is nonsense.
Limbaugh had a very successful web presence and souvenir store, as well as his long-standing newsletter The Limbaugh Letter. He may not have been on Twitter and Facebook, but his staff certainly lurked here at Free Republic.
This may be a case of cause-and-effect, perhaps that social media filled the void after Limbaugh's passing, not that Limbaugh ignored social media.
-PJ
I can understand why Sean Hannity is not mentioned.
Nobody takes him seriously any more.
As for Mark, we get him here on local radio, but he’s not as big a draw as some others...................
Hannity may not be mentioned because the discussion is on Rush’s 12-3 time slot. Hannity and Levin are on at 3 and 6. And are still going strong. I don’t listen to a lot of Hannity now but Mark is a must listen. Hannity moved up to #1 and Mark is #2 in the ratings. There was no Rush Limbaugh recplacement.
-PJ
Because they were talking about Shapiro’s podcast. And how with Rush gone you don’t have to listen to talk radio at set times anymore. Shaprio’s podcast is really popular for some reason. Mark Levin has a podcast but doesn’t really promote it.
I like listening to Michael Berry. He is one of us. And he varies the subject matter so that it is never boring. Plus he got some real good national exposure. He ran Rush’s old show during the week between Christmas and New Year’s after Rush passed away.
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