In the beginning years of Rush's national history, he changed AM radio and how he was paid.
Every other broadcaster was paid on an agreed upon fee which could vary based on audience size.
Rush had deals with many sponsors based on the actual sale of their products or service.
He put certain local brands on the national map, e.g. snapple, the dial up bed company, the computer backup company etc.
When Rush was pressured by sponsors to change his positions or they would cancel, he told them to take a hike and wouldn't take them back, even when they groveled.
Near the end of his tenure, he had over 40 million followers, and that will never be repeated by a radio {or podcast} talk show host.
I advertised my large 20ac nursery/garden center/landscape contracting business on the local WSBA-AM affiliate, and business boomed in ‘95-’98. I lost many of the liberal customers, but gained many, many more Conservative customers and friends, here in PA and from MD.
He was loyal to all the Radio stations that carried him,he could have sold out to Sirius radio and Made tons of money but he stayed loyal until the end