The Way Things Ought to Be

Rush Hudson Limbaugh III ( ; January 12, 1951 – February 17, 2021) was an American conservative political commentator who was the host of '' The Rush Limbaugh Show'', which first aired in 1984 and was nationally syndicated on AM and FM radio stations from 1988 until his death in 2021.

Limbaugh became one of the most prominent conservative voices in the United States during the 1990s and hosted a national television show from 1992 to 1996. He was among the most highly paid figures in American radio history; in 2018 ''Forbes'' listed his earnings at $84.5 million. In December 2019, '' Talkers Magazine'' estimated that Limbaugh's show attracted a cumulative weekly audience of 15.5 million listeners to become the most-listened-to radio show in the United States. Limbaugh also wrote seven books; his first two, ''The Way Things Ought to Be'' (1992) and ''See, I Told You So'' (1993), made ''The New York Times'' Best Seller list.

Limbaugh garnered controversy from his statements on race, LGBT matters, feminism, sexual consent, and climate change. Despite being a polarizing figure, he was inducted into the National Radio Hall of Fame and the National Association of Broadcasters Hall of Fame. During the 2020 State of the Union Address, President Donald Trump awarded him the Presidential Medal of Freedom.

Early life

Limbaugh was born on January 12, 1951, in Cape Girardeau, Missouri, to parents Rush Hudson Limbaugh II and Mildred Carolyn () Limbaugh. He and his younger brother David were born into the prominent political Limbaugh family; his father was a lawyer and a United States fighter pilot who served in the China Burma India Theater of World War II. His mother was from Searcy, Arkansas. The name "Rush" was originally chosen for his grandfather to honor the maiden name of a family member, Edna Rush.

Limbaugh was partly of German ancestry. The family includes many lawyers, including his grandfather, father and brother; his uncle, Stephen N. Limbaugh Sr., was a federal judge in the United States District Court for the Eastern District of Missouri. His cousin, Stephen N. Limbaugh Jr., is a judge in the same court, appointed by George W. Bush. Limbaugh's grandfather, Rush Limbaugh Sr., was a Missouri prosecutor, judge, special commissioner, member of the Missouri House of Representatives in the 1930s, and longtime president of the Missouri Historical Society.

In 1969 Limbaugh graduated from Cape Girardeau Central High School, where he played football and was a Boys State delegate. At age 16 he worked his first radio job at KGMO, a local radio station. He used the airname Rusty Sharpe having found "Sharpe" in a telephone book. Limbaugh later cited Chicago DJ Larry Lujack as a major influence on him, saying Lujack was "the only person I ever copied." In deference to his parents' desire that he attend college, he enrolled at Southeast Missouri State University but dropped out after two semesters. According to his mother, "he flunked everything ..he just didn't seem interested in anything except radio." Biographer Zev Chafets asserts that Limbaugh's life was in large part dedicated to gaining his father's respect.

Career

1971–1988: Early radio career

In February 1971, after dropping out of college, the 20-year-old Limbaugh accepted an offer to DJ at WIXZ, a Top 40 station in McKeesport, Pennsylvania. He adopted the airname "Bachelor Jeff" Christie and worked afternoons before moving to morning drive. The station's general manager compared Limbaugh's style at this time to "early Imus". In 1973, after eighteen months at WIXZ, Limbaugh was fired from the station due to "personality conflict" with the program director. He then started a nighttime position at KQV in Pittsburgh, succeeding Jim Quinn. In late 1974, Limbaugh was dismissed after new management put pressure on the program director to fire him. Limbaugh recalled the general manager telling him that he would never land success as an air personality and suggested a career in radio sales. After rejecting his only offer at the time, a position in Neenah, Wisconsin, Limbaugh returned to living with his parents in Cape Girardeau. During this time, he became a lifelong fan of the Pittsburgh Steelers.

In 1975, Limbaugh began an afternoon show at the Top 40 station KUDL in Kansas City, Missouri. He soon became the host of a public affairs talk program that aired on weekend mornings which allowed him to develop his style and present more controversial ideas. In 1977, he was let go from the station but remained in Kansas City to start an evening show at KFIX. The stint was short-lived, however, and disagreements with management led to his dismissal weeks later. By this time, Limbaugh had become disillusioned with radio and felt pressure to pursue a different career. He looked back on himself as "a moderate failure ..as a deejay". In 1979, he accepted a part-time role in group sales for the Kansas City Royals baseball team which developed into a full-time position as director of group sales and special events. He worked from the Royals Stadium. There he developed a friendship with then-Royals star third baseman and future Hall of Famer George Brett. The two men remained close friends. Limbaugh said that business trips to Europe and Asia during this time developed his conservative views as he considered countries in those geographic areas to have lower standards of living than the United States.

In November 1983, Limbaugh returned to radio at KMBZ (AM) in Kansas City for a year. He decided to drop his on-air moniker and broadcast under his real name. He was fired from the station, but weeks later he landed a spot on KFBK in Sacramento, California, replacing Morton Downey Jr. The show launched on October 14, 1984. Limbaugh began to express his political opinions in 1985 when he mocked the Great Peace March for Global Nuclear Disarmament, which he considered along with the general anti-war movement to be "inherently anti-US, yet was reported as substantive and morally correct by a willing and sympathetic media". The FCC's repeal of the fairness doctrine—which had required that stations provide free air time for responses to any controversial opinions that were broadcast—on August 5, 1987, meant stations could broadcast editorial commentary without having to present opposing views. Daniel Henninger wrote, in a ''Wall Street Journal'' editorial, "Ronald Reagan tore down this wall he fairness doctrinein 1987 ... and Rush Limbaugh was the first man to proclaim himself liberated from the East Germany of liberal media domination."

1988–1990s: WABC New York City, syndication, and tie brand

In 1988, former ABC Radio Network executive Ed McLaughlin offered Limbaugh the nationally syndicated 12pm–2pm slot at ABC Radio Network to replace Owen Spann. Since many local radio stations of the time were hesitant to carry nationally syndicated programming during the daytime, he also secured Limbaugh a separate 10am–12pm show at WABC-AM in New York City to satisfy the provision of his contract requiring employment in a Top 5 market to leave KMBZ.

Limbaugh began his new show at WABC-AM on July 4, 1988, with the first episode focusing on the Iran Air Flight 655 shootdown the previous day. His national program debuted on 50 stations the next month on August 1, and by three months later had expanded to 100 stations. He debuted just weeks after the Democratic National Convention, and just weeks before the Republican National Convention. Limbaugh's radio home in New York City was the talk-formatted WABC (AM), and this remained his flagship station for many years, even after Limbaugh moved to West Palm Beach, Florida, from where he broadcast his show. Limbaugh's show moved on January 1, 2014, to WABC's cross-town rival WOR (AM), its final New York outlet.

By 1990, Limbaugh had been on his ''Rush to Excellence Tour'', a series of personal appearances in cities nationwide, for two years. For the 45 shows he completed that year alone, he was estimated to make around $360,000.

In December 1990, journalist Lewis Grossberger wrote in ''The New York Times Magazine'' that Limbaugh had "more listeners than any other talk show host" and described Limbaugh's style as "bouncing between earnest lecturer and political vaudevillian". Limbaugh's rising profile coincided with the Gulf War, and his support for the war effort and his relentless ridicule of peace activists. The program was moved to stations with larger audiences, eventually being broadcast on over 650 radio stations nationwide.

By the 1992 United States presidential election, Limbaugh had established himself as an influential political commentator. During the Republican Party presidential primaries, Limbaugh expressed a preference for Pat Buchanan over the incumbent George H. W. Bush, which Buchanan himself attributed to his early success in the primaries. Bush's campaign subsequently worked to court Limbaugh, culminating with an invitation to stay overnight at the White House's Lincoln Bedroom. Limbaugh was also given a seat at the president's box in the Houston Astrodome during the 1992 Republican National Convention, and both President Bush and Vice President Dan Quayle appeared on Limbaugh's program.

In November 1992, Democrat Bill Clinton was elected President of the United States. Limbaugh satirized the policies of Clinton and First Lady Hillary Clinton, as well as those of the Democratic Party in general. Following the Republican Revolution, in which the party regained control of Congress in the 1994 midterm elections after several decades, the freshman Republican class awarded Limbaugh an honorary membership in their caucus, crediting him with having had a role in their success.

In 1995, Limbaugh started selling a line of neckties under the brand No Boundaries Collection, designed by his then-wife Marta without themes, ties to politics, or ties to issues. Limbaugh complained about coverage of the line, which he said underrated the ties' radicalness, and said media descriptions were emblematic of their general inaccuracy. Sold in nearly 1,500 retail outlets by 1996, the brand sold more than $5,000,000 worth in the first year. The New York Times described the designs: "Much like their promulgator, Mr. Limbaugh's four dozen or so styles seem designed to evoke maximum sensory outrage. Like Rainbow Black, whose interweaving rainbow strands and blue raindrops play around an Ionic column, atop which a cranberry-red pomegranate tree sprouts from an urn. Or Triangle Red, with colliding stacks of black-and-yellow triangles and disjointed horizontal black stripes on a background of speckled salmon." In 2000, Limbaugh rented the email list collected from the No Boundaries website to Rudy Giuliani's senate campaign. The business dissolved along with his marriage to Marta but in 2020 the ties were still being sold by TieGal, Inc. for $29 each.

2000s

Limbaugh had publicized personal difficulties in the 2000s. In late 2001, he acknowledged that he had become almost completely deaf, although he continued his show. He was able to regain much of his hearing with the help of a cochlear implant in 2001.

In 2003, Limbaugh had a brief stint as a professional football commentator with ESPN. He resigned a few weeks into the 2003 NFL season after making comments about the press coverage for quarterback Donovan McNabb that caused controversy and accusations of racism on the part of Limbaugh. His comment about McNabb was:

I don't think he's been that good from the get-go. I think what we've had here is a little social concern in the NFL. I think the media has been very desirous that a black quarterback do well. They're interested in black coaches and black quarterbacks doing well. I think there's a little hope invested in McNabb and he got a lot of credit for the performance of his team that he really didn't deserve. The defense carried this team.

The sportswriter Peter King construed the comment as "boneheaded". The sports analyst Allen Barra wrote Limbaugh's viewpoint was shared by "many football fans and analysts" and "it is... absurd to say that the sports media haven't overrated Donovan McNabb because he's black".

In 2003, Limbaugh stated that he was addicted to pain medication, and sought treatment. In April 2006, Limbaugh turned himself in to authorities, on a warrant issued by the Palm Beach County state attorney's office, and was arrested "on a single charge of prescription fraud". His record was later expunged.

2010s

In 2013, news reports indicated that Cumulus Media, some of whose stations carried Limbaugh's program in certain major markets, including New York, Chicago, Dallas, Washington D.C., and Detroit, was considering dropping his show when its contract with Limbaugh expired at the end of that year, reportedly because the company believed that its advertising revenues had been hurt by listener reaction to controversial Limbaugh comments. Limbaugh himself said that the reports were overblown and that it was a matter of routine dollars-and-cents negotiations between Cumulus and his network syndication partner, Premiere Networks, a unit of Clear Channel Communications. Ultimately, the parties reached agreement on a new contract, with Limbaugh's show moving from its long-time flagship outlet in New York, the Cumulus-owned WABC, to the latter's cross-town rival, the Clear Channel-owned WOR, starting January 1, 2014, but remaining on the Cumulus-owned stations it was being carried on in other markets.

2020s

In January 2021, Limbaugh called the GameStop short squeeze "the most fascinating thing" to happen in a long time and said that "the elites are bent out of shape that a bunch of average, ordinary users have figured out how to make themselves billionaires".

''The Rush Limbaugh Show''

Limbaugh's radio show aired for three hours each weekday beginning at noon Eastern Time on both AM and FM radio. The program was also broadcast worldwide on the Armed Forces Radio Network.

Radio broadcasting shifted from AM to FM in the 1970s because of the opportunity to broadcast music in stereo with better fidelity (AM stations in the United States would not get the opportunity to broadcast in stereo sound until August 2, 1982). Limbaugh's show was first nationally syndicated in August 1988, on the AM radio band. Limbaugh's popularity paved the way for other conservative talk radio programming to become commonplace on AM radio. The show increased its audience in the 1990s to the extent that even some FM stations picked it up. about half of Limbaugh's affiliate stations were on the FM dial.

Limbaugh used props, songs, and photos to introduce his monologues on various topics. On his radio show, news about homeless people was often preceded by the Clarence "Frogman" Henry song " Ain't Got No Home".

In March 2006, WBAL in Baltimore became the first major market radio station in the country to drop Limbaugh's nationally syndicated radio program. In 2007, ''TALKERS Magazine'' again named him No.1 in its "Heavy Hundred" most important talk show hosts.

Limbaugh frequently mentioned the EIB (Excellence In Broadcasting) Network, trademarked in 1990. In the beginning, his show was co-owned and first syndicated by Edward F. McLaughlin, former president of ABC, who founded EFM Media in 1988, with Limbaugh's show as his first product. In 1997, McLaughlin sold EFM to Jacor Communications, which was ultimately bought up by Clear Channel Communications. Limbaugh owned a majority of the show, which is syndicated by the Premiere Radio Networks.

According to a 2001 article in '' U.S. News & World Report'', Limbaugh had an eight-year contract, at the rate of $31.25 million a year. In 2007, Limbaugh earned $33 million. A November 2008 poll by Zogby International found that Limbaugh was the most trusted news personality in the nation, garnering 12.5 percent of poll responses.

Limbaugh signed a $400-million, eight-year contract in 2008 with what was then Clear Channel Communications, making him the highest-paid broadcaster on terrestrial radio. On August 2, 2016, Limbaugh signed a four-year extension of the 2008 contract. At the announcement of the extension, Premiere Radio Networks and iHeartMedia announced that his show experienced audience growth with 18% growth in adults 25–54, 27% growth with 25–54 women, and ad revenue growth of 20% year over year.

In 2018, Limbaugh was the world's second (behind Howard Stern) highest-paid radio host, reportedly earning $84.5 million. On January 5, 2020, Limbaugh renewed his contract again. Though media reports said it was "a long-term" renewal, (with no length specified), according to Donald Trump it was a four-year deal.

Regular guest host Ken Matthews was also selected a ''TALKERS Magazine'' "Heavy Hundred".

In May, Premiere Networks announced that on June 21, 2021, The Limbaugh Show radio timeslot will be taken over by Clay Travis and Buck Sexton in hundreds of markets.

Television show

Limbaugh had a syndicated half-hour television show from 1992 through 1996, produced by Roger Ailes. The show discussed many of the topics on his radio show, and was taped in front of an audience. In the months after its debut on September 12, 1992, it was the third highest rated late-night television show after ''Nightline'' and ''The Tonight Show with Jay Leno''. Limbaugh said he loved doing his radio show, but not a TV show.

Other media appearances

Limbaugh's first television hosting experience came March 30, 1990, as a guest host on Pat Sajak's CBS late-night talk show, ''The Pat Sajak Show''. ACT UP activists in the audience heckled Limbaugh repeatedly; ultimately the entire studio audience was cleared. In 2001, Sajak said the incident was "legendary around CBS".

On December 17, 1993, Limbaugh appeared on the ''Late Show with David Letterman''. Limbaugh also guest-starred (as himself) on a 1994 episode of '' Hearts Afire''. He appeared in the 1995 Billy Crystal film '' Forget Paris'', and in 1998 on an episode of '' The Drew Carey Show''.

In 2007, Limbaugh made cameo appearances on Fox News Channel's short-lived ''The 1/2 Hour News Hour'' in a series of parodies portraying him as the future President of the United States. In the parodies, his vice president was fellow conservative pundit Ann Coulter. That year, he also made a cameo in the ''Family Guy'' episode "Blue Harvest", a parody of ''Star Wars'' in which Limbaugh can be heard on the radio claiming that the "liberal galactic media" were lying about climate change on the planet Hoth, and that Lando Calrissian's administrative position on Cloud City was a result of affirmative action. His later appearances on ''Family Guy'' were in the 2010 episode " Excellence in Broadcasting", and 2011's " Episode VI: It's a Trap!", a parody of '' Return of the Jedi''.

Views

In his first ''New York Times'' best seller, Limbaugh described himself as conservative, and was critical of broadcasters in many media outlets for claiming to be objective. He called for the adoption of core conservative philosophies in order to ensure the survival of the Republican Party. Limbaugh criticized the media and political activist movements such as feminism, environmentalism, and animal rights for allegedly serving as outlets for "anticapitalism, secular humanism, and socialism." Limbaugh, a proponent of American exceptionalism

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