Is Rush Worth It?


In screaming headlines, Matt Drudge reports Rush Limbaugh has signed a deal for $400-million through 2016. On set during a commercial one of my colleagues asked if he could possibly be worth that much cash? Of course. I have no doubt there are calculations that have been double and triple checked which support this commitment.

Make no mistake, I am not endorsing Rush Limbaugh. Nearly five years ago I took issue with his life in general.

Like it or not he is very effective at attracting attention and an audience. Whether he totally understands what he’s doing or is just lucky he brings people into his bosses store. Value in radio (as in TV) is aggregating an audience.

With continued media fragmentation the Rush Limbaugh’s of our world take on additional value. Their mere presence transcends the value of what they’re saying.

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