Rush Limbaugh On Why AM Survives: 'Content, Content, Content'
March 29, 2013 at 4:31 AM (PT)
RUSH LIMBAUGH weighed in on the radio business and AM radio in particular on THURSDAY's show, discussing with a caller how the Internet has changed the marketplace and how LIMBAUGH has survived the fracture of the media into smaller pieces.
LIMBAUGH said that the "ultimate answer... is content. People will go wherever they have to in order to get the content that they want. So if what they want is on an AM radio station, that's where they'll go to get it. If they have to string two tin cans together with a piece of string to get it, that's where they'll go, if they want it. I think content is king. Surprisingly, a lot of broadcasters don't subscribe to that. But I think it is content.
If people really like this show, the fact that it's on AM radio doesn't matter
"I've had so many people tell me that they are shocked that AM radio still even exists with all the different listening options. 'Why haven't you gone to FM?' In some markets we have. They ask, "But why aren't you Internet only? Why aren't you on this or that? Why don't you stream your program? Why don't you put a camera in there and let everybody watch your show on television?" I've got a specific answer to that: I do believe radio is to be listened to, not seen. But I still think it boils down to content. If people really like this show, the fact that it's on AM radio doesn't matter. They'll go wherever it is if they want to listen to it. "
LIMBAUGH took the opportunity to take a shot at the defunct AIR AMERICA RADIO liberal talk network, saying "it wasn't any good.... It was available everywhere. They were giving it away. But it wasn't any good. People didn't want to listen to it. The AIR AMERICA people totally misunderstood why this program, and any others like it, are successful. But it boils down to content and where people can best get it."
"AM radio has something there that people would want, so they'll go there to listen to it," LIMBAUGH insisted. "Content, content, content! Content is king, just like cash is king. Ask 'em about that in CYPRUS. Content, content, content, content. MARSHALL MCLUHAN. Remember him? He said, 'The medium is the message.' The message is the message. In my world, the message is the message. If it were simply about modernity, AM would not exist, 'cause it's not modern. There's nothing hip about AM. In terms of audio quality, you can do much better. In terms of reception, you can do much better."