I have never heard Bill O’Reilly, and I haven’t heard Limbaugh for several years, but I used to listen occasionally when KFBK would air the show late at night and I could pick it up on my radio here. So take these observations with a grain of salt, but here’s my take on Limbaugh’s popularity in particular -
First, he’s a hell of a speaker. He has a great radio voice. I also think his gimmick of including studio sounds like shuffling papers, tapping pencils, and the like is done very effectively. It makes the whole show feel more conversational.
Second, he’s a good entertainer. When I used to listen, he’d liberally sprinkle his show with comedy bits like fake commercials and ‘testimonials’ from whack-jobs on some pop-culture thing. Does he still do stuff like that? Some of it was very funny.
Third, he’s fairly hip. Who ever thought a conservative talk show host would use The Pretenders as his bumper music?
Then there’s his message. And here’s where I think the big difference is between Limbaugh and the people on the left who try to emulate him: Limbaugh’s message is essentially upbeat (and even pandering). America is great, the average listener is smarter than liberals want to give credit for, etc. This is what Reagan had going for him as well - the ‘shining city on a hill’ rhetoric. Limbaugh is like a Tony Robbins - he’s selling a formula for happiness. Vote this way, listen to me, and you too can be a great person in a great country. Sure, he gets his digs in at liberals, and sometimes his invective gets pretty heated. But in the end, what he’s selling is optimism and feel-good politics.
The Liberals that I’ve heard try the same thing miss this point entirely. Donahue’s show was just one tired rant after another. Liberals are really good at pointing fingers at Republicans and placing blame, but they have very little in the way of a positive message to offer back. At least, liberals of the Garofalo/Franken variety. Their message is downbeat - the world is going to hell, the environment is being raped, the poor are downtrodden, the evil rich are pulling the strings, yada yada yada. True or not, it’s depressing.
If you want to get people to tune in every day, and you want to hold their attention for more than a few minutes, you have to do something more than just bitch at them or whine about how terrible everything is.
This is also true in electoral politics. Reagan won landslides because he offered a positive, sunny message to a nation tired of ‘malaise’. Bill Clinton won a second term because he refused to play the whining game and instead had a pretty good time. And the country had a prettty good time right along with him. He was likable, and his messages were positive ones. This is how America can be better. This is how we can live up to our potential.
This is John Kerry’s biggest liability. The man has a dour countenance, an aggressive manner, and the only thing he’s offering so far is an endless litany of how Americans have been mislead, lied to, failed, etc. No wonder Bush is moving up in the polls.
For “Air America” to succeed, it needs to be more fun. More comedy. The political message has to be delivered with something less than a sledgehammer. Working clever points into funny satire can be done - just ask Jon Stewart.