This, too: Consider the special intimacy of talk radio. It's usually listened to solo—radio is the most solitary of broadcast media. And half-an-ear background-listening is much more common with music formats than with talk. This is a human being speaking to you, with a pro-caliber voice, eloquently and with passion, in what feels like a one-to-one; it doesn't take long before you start to feel you know him. Which is why it's often such a shock when you see a real host, his face—you discover you've had a picture of this person in your head without knowing it, and it's always wrong. This dissonant shock is one reason why Rush and Dr. Laura, even with their huge built-in audiences, did not fare well on TV.