Next Big Thing for Right Wing Talk Radio: Hate Everybody

Rush Limbaugh, whose criticisms of John McCain put him in danger of becoming irrelevant, could still have a way out: hate everybody.

That's the only winning strategy for Rush, Ann, Laura, and all the other blathering conservative big mouths, according to industry experts.

Robert Mathias, managing director of Ogilvy PR's Washington office, said conservative hosts need to begin adapting to the changes occurring in the Republican party or risk losing their audiences.

"Mr. McCain's victory creates a little bit of a loss of standing, but it is not a sea change," he said. "The party is not moving in lock step with conservatives, and if there is in fact a change occurring and if these guys don't adjust they will lose some of their audience."

[President of radio consulting firm Jacobs Media Fred] Jacobs said it's now a win-win situation for the likes of Mr. Limbaugh and his conservative cohorts. Regardless of who now makes it to the White House, they will have an adversary they can complain about for four years.

"He is actually guaranteed some great material now," Mr. Jacobs said.

Added [Talkers magazine publisher Michael] Harrison, "They can now be critical of both parties, which puts them in a much better position."