By Walter M Sterling
Host, “Sterling Every Damn Night”
WPHT, Philadelphia
“Sterling on Sunday”
Talk Media Network
BLIND QUOTE TEST: Who said, “We don’t have to worry about oil spills, the ocean is a big place. What do we care about dolphins? I don’t see dolphins building super-highways at the bottom of the ocean.” That’s Rush Limbaugh at one of his more compelling moments.
Mr. Limbaugh and I shared a mentor: Ed McLaughlin. When Rush launched, he did an interview with this publication where he stated that his mission was to INFORM-INFORM-INFORM. I was with Ed Mclaughlin when the article was published and Ed became distracted and slightly annoyed,
“I’m going to have to talk to Rush when he gets off the air. That’s not his mission. His mission is to ENTERTAIN-ENTERTAIN-ENTERTAIN,” said Mr. McLaughlin. Rush followed the guidance from McLaughlin, who was the founding GM of KGO San Francisco and president of the ABC Radio Networks.
The reason Rush was a success was not that he attacked Democrats, it was because he was entertaining. Tragically, it appears that most of his copycats only steal Rush’s stage rather than his performance.
Rush’s show was heavily prepped to generate an entertaining package. Yes, he’d attack Democrats – and he initially attacked Donald Trump. But the show was everything else, and everything else won the ratings.
EVERYTHING ELSE:
• Every single day Rush brought BRAND NEW proof for his argument on any subject. He delivered revealing stories, anecdotes, jokes, observations. All shows were fresh and UNPREDICTABLE. While his conclusions on a given topic may have repeated day after day, his evidence was always new and often surprising.
• He liked cats. He talked a lot about his cats.
• Radio wrestling. If a caller presented hard, cold facts that refuted one of Rush’s arguments, facts that busted Rush, Rush would say, “So what of it sir? I’m right.” He never, ever changed his opinion and that is a show.
• He liked football, he talked a lot about football.
• TV shows, Florida, hating New York City, his weight and dumb fails of the characters of our country were often the majority content of a three-hour show.
• A lactating mom caller pleased him when she said it was her responsibility to find a place to express her milk during the workday – not her employer’s. At first Rush didn’t understand, then he realized, with her help that a nursing mom either shares her milk with the baby or she must “save” it. Bonus track, she was a Native American who adored Rush. But you didn’t expect any of that!
He was very savvy about who he became. He rarely did TV interviews because his audience was bigger than any cable channel he might bless. Why should he promote those channels?
Rush had been a top 40 jock. A Top 40 background matched KGO general manager Mickey Luckoff’s criteria for hiring hosts: “The main hosts must have top 40 experience because I can teach them ‘talk,’ but I can’t teach them how to do RADIO.” Howard Stern said on air, “My job is to get to the next thing.” Top 40 is all about the next thing.
His arguments against the Democrats were a stage for presenting daily surprises. If you want Rush’s ratings, SURPRISE!
Walter M Sterling’s nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia 9:00 pm – 12:00 midnight. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at waltermsterling@gmail.com.