It's no secret that Talk Radio host extraordinaire Rush Limbaugh has revolutionized the alternative media. With his new contract, it appears that Rush is once again on the cutting edge of societal evolution, and has once again laid down the gauntlet that he is light years ahead of his competition. What's so amazing is that in an era when traditional media is having all kinds of problems, whether it's declining newspaper sales, or declining ratings for the nightly news, the man who sits behind the golden EIB microphone is forging ahead as if nothing is happening.

According to a press release, Limbaugh has signed a long-term contract extension:

Advertiser and affiliate demand is at an all-time high for Mr. Limbaugh. President of Premiere Radio Networks Charlie Rahilly stated, "The Rush Limbaugh Show enjoys an unprecedented platform of radio affiliates. Plus, advertisers harness the intensity of listener engagement -- no one's 'word of mouth' about a product or service delivers more impact than Mr. Limbaugh does. The Premiere team is proud to partner with Mr. Limbaugh deep into the next decade."

With friends like Rush Limbaugh, John McCain doesn't need any enemies.

The conservative talk show hosts today denounced the New York Times' report on McCain's questionable relationship with lobbyist Vicki Iseman. During his 2000 presidential run, aides were so worried that there was a romance going on that they limited Iseman's contact with the Arizona senator, according to The Times account, which was backed up by the Washington Post. McCain and Iseman both flatly denied they had a romantic relationship.

Conservatives, who until now have loathed McCain, are rushing to his defense in the wake of the allegations raised by The Times, to them the symbol of all that is bad and liberal in the mainstream media.

Once Matt Drudge's report about Don Imus' return to talk radio was posted, his phone probably started ringing off the hook as members of the media elite tripped over themselves to welcome the I-man back to the public airwaves.

The reason is simple: Imus' following is too large too ignore. In this age of declining TV ratings for the network news and declining newspaper circulation, media companies want to reach out to his audience, not turn their back on them. Advertisers will eventually return too once they believe that Imus has really learned his lesson. WABC, the New York station that will be Imus' new home, will have his show on a 40-second delay for that very reason.

The fact that Imus' got a second chance and may even get a third or a fourth one isn't surprising considering the terrible shape of the radio business. Radio listeners of the 1980s and 1990s are today's Internet surfers and iPod users. Stations are desperate for talent such as Imus who already have a following. That's why shock jocks including Opie And Anthony will always have a job in radio waiting for them whenever they get fired for saying something offensive.

Crain's NewYorkBusiness.com has told me some amazing news. Today, at 5:00 pm EST, the all-talk radio station 92.3 WFNY will change back to its historic rock roots as WXRK, or K-ROCK, according to sources at CBS Radio (NYSE: CBS).

The move couldn't come fast enough.

Its the first sign of change under new CEO Dan Mason, who replaced Joel Hollander last month.

The move back to rock music ends the all-talk format when Howard Stern went to Sirius Satellite Radio (NASDAQ: SIRI) at the end of 2005. WFNY has struggled from day one. The station had a paltry 1.3 share of the audience during the 2007 winter quarter, the same a year ago.

Opie & Anthony, currently serving a 30-day suspension at XM Satellite Radio (NASDAQ: XMSR), will get to keep their morning drive job on the new (old) WXRK. After 9 am, the station will return to its rock roots.

Just minutes ago, Opie from the O&A was the first live voice listeners heard, as Guns N' Roses' "Welcome to the Jungle" played in the background. The station officially kicked off the format change playing one of Nirvana's greatest hits, "All Apologies."

Its O.K. K-Rock, I forgive you.