Why talk radio is getting loonier. Bottom line: The business has lost 30%-40% of its ad revenues in the last two years and the base is especially deserting the shows that don't feature anger, screaming and outrageous rhetoric. As one person in the article notes, the survival of news talk radio "depends on ratings and revenue, not on getting people elected, or even on being right." That's why it's bad for the Republicans that Limbaugh and Hannity have emerged even as arguable leaders of the party. Neither one is in the business of getting people elected…or even being right.