Controversial US talk show host Rush Limbaugh gave the keynote address at this week’s US NAB Radio Show, concentrating on how to use the power of radio to make more profit.

But the theme of his speech was overshadowed by a controversy over allegedly racial comments he made about a black football player when he was a guest commentator on a TV sports show. Limbaugh stood by his comments, but revealed that he had resigned his guest commentator position so as not to bring too much ‘discomfort’ to the ESPN TV network.

Limbaugh, who is syndicated to 600 (mostly AM) stations and has 20 million listeners, says the audience is actively involved in talk radio and that makes radio a more powerful tool for selling and for exercising the power of public opinion.

“In the last 15 years, radio has become powerful again” thanks to this type of talk, said Limbaugh.

“We need to understand that we are no longer second fiddle to television… but with this success comes both greater scrutiny and a greater level of influence.”

“We must respect our listeners and take notice of our own responsibilities… our bonds with our audience are based on trust… the loyalty of talk radio listeners is strong, but it can be used, or misused.”

“As long as we do the right thing we should make no excuses for our power and influence, we should be proud of it.”

Talk Radio has expanded the pool of advertisers according to Limbaugh so, he says, “don’t give the ads away.”

He warned that putting too many ads into the hour could “kill the goose that lays the golden egg,” losing listeners despite the appeal of the format. He suggested that stations put less ads into each hour and charge higher prices for them to overcome this potential problem.