The era of Rush Limbaugh dominating the airwaves is over after 33 years. The conservative radio icon lost his battle with lung cancer on Wednesday at age 70.
When Limbaugh launched his midday radio show in 1988, few radio stations knew what to do with him. First, his show was not in a drive-time slot and, at the time, AM radio was mostly a vast wasteland. Stations such as WGAC in Augusta were still playing Perry Como and Frank Sinatra during the day and airing shows such as Tom Snyder and Larry King at night.
During that time, AM radio was labeled “insomniac radio,” but then Rush Limbaugh came along and changed everything for the struggling radio band.
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Almost immediately, critics hurled invective against the fledgling conservative talk show host. Limbaugh was labeled a hateful demagogue who railed against “femiNazis” and “environmental wackos.” Indeed, it’s likely the critics helped Limbaugh rocket to fame. Many simply tuned in to hear what all the fuss was about.
Early on, Limbaugh melded politics and comedy together, giving regular updates on the Soviet Union he packaged as “Gorbasms” and dismissing Washington, D.C. as “Hollywood for ugly people.”
Comedian and former Minnesota Senator Al Frankin wrote a book titled “Rush Limbaugh is a Big Fat Idiot and Other Observations,” lambasting the talk show host. However, Limbaugh had the last laugh as he continued to broadcast while Frankin was forced to resign his office in disgrace amid sexual harassment allegations.
Limbaugh was first broadcast in 1988 in Augusta on a tiny low power AM station, and the show was later picked up by WGAC AM in 1990. Prior to Limbaugh, WGAC did not even appear in the ratings, but eventually the station rode Limbaugh’s coattails to ratings domination locally.
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“I wouldn’t be here on the radio if it weren’t for Rush,” says Austin Rhodes whose talk show career has lasted almost as long as the “Godfather” of talk radio.
Listeners, who call themselves “dittoheads,” helped Limbaugh transform the Republlican Party by supporting Limbaugh-endorsed right of center candidates.
“Rush Limbaugh was the beginning of the conservative movement,” says Debbie McCord, chair of the Columbia County Republican Party. “He was on the scene before the Contract With America. He was the voice of conservatives nationwide.”
Limbaugh’s death from Stage IV lung cancer certainly creates a void in both talk radio and American politics.
“I’m so sad,” says McCord. “I was hoping so bad he would beat (the cancer). There really is no replacement for Rush.”
Scott Hudson is the Editorial Page Editor of The Augusta Press. Reach him at scott@theaugustapress.com
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