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It's not the same audience. News networks attract average Americans. Limbaugh, Hannity and Beck attract the fringe right-wing voter. Also, it is the same people who watch these nuts. It isn't a different audience between these kooks, they all appeal to the same low wattage voter.
See my previous posts on the subject. The audiences don't translate from one media to another Beck has 7 million listeners, Rush and Hannity have 14 million plus respectively. The most Fox ever got was about 2 million from Beck, then again 2 million viewers is the current total number of viewers for all the cable news networks combined currently. By the way 7 million and 14 million listeners is nothing to sneeze at, especially in television.