Huffington Post blogger Bill Mann has an interesting article on the prevalence of Rush Limbaugh's radio show, particularly in rural markets with a relatively small listener base. As someone who was involved in reporting on the radio industry for many years, Mann brings some juicy information to the table.

It turns out that, way back when Limbaugh's show was launched, Limbaugh's syndicator (Premiere Radio Networks) went to these little stations and cut them a deal. They gave the radio stations Rush's three hour show for free, in exchange for a cut of the advertising time. Premiere Radio then filled those advertising slots with ads which they had contracted for on a national basis.

This helps to explain not only the length (three hours is a long time!) but the ubiquity of Rush's show. No small radio station would turn down three hours of free programming, no matter what the demographic. Radio is probably the poorest media channel we have, with the print industry running a close second.

Flash forward in time, and Premiere Radio refuses to disclose how many radio stations still have this sweet little deal. We can safely assume that large radio stations in big cities have to pay for Rush's show (and pay big). Which is why Rush appears only on conservative radio stations in big cities, but everywhere in less populated areas.

I wonder how Rush Limbaugh's audience numbers would be affected if every station was required to pay full price to carry his show?