Rush Limbaugh is ailing. And so is the conservative talk-radio industry. [View all]

[Zorro]

Rush Limbaugh, the most successful talk-radio host in history, is ailing. And so is the medium he helped revolutionize over the past 30 years.

Faced with aging and shrinking audiences, competition from newer technologies and financial problems for the biggest station owners, talk radio is in decline — both as a business and a political force. Once a leading platform for popularizing conservative candidates and policies, talk radio is on the verge of becoming background noise, drowned out by a cacophony of voices on podcasts, cable TV and social media.

The format’s crisis comes as its biggest star is battling to stay on the air — indeed, he is battling for his life. Limbaugh, 70, has been frank about his struggle with what he said last year is advanced lung cancer. “I wasn’t expected to make it to October, and then to November, and then to December,” he said on the air just before Christmas. “And yet, here I am.”

Limbaugh’s uncertain future confronts the talk-radio business, and conservatism generally, with the prospect of losing its most galvanizing figure. Since leaping from a local station in Sacramento to nationally syndicated stardom in 1988, Limbaugh has been the bullhorn behind every important conservative initiative, from the Contract With America in the mid-1990s, to the tea party movement of the Obama era to the ascent of Donald Trump.

https://www.washingtonpost.com/lifestyle/media/rush-limbaugh-conservative-talk-radio/2021/02/09/97e03fd0-6264-11eb-9061-07abcc1f9229_story.html