Conservative talk radio host Rush Limbaugh has changed the name of his program, the latest shot in a continuing battle with progressive radio host Ed Schultz.
Limbaugh told his national radio audience this morning that the program will now be called The E.D. Show, a poke at the title of Schultz’s MSNBC program, The Ed Show.
For a long time, Schultz has made it a habit on air to call Limbaugh “the druggster,” a reference to Limbaugh’s 2003 admission of dependency on prescription drugs and Frito-Lay products.
Limbaugh finally struck back three weeks ago, saying on air that Schultz’s show is named after Mr. Ed Grimley, the character created and performed by Martin Short on SCTV and Saturday Night Live.
Schultz responded by challenging Limbaugh to perform a musical number on The Ed Show, leading to Limbaugh’s re-branding announced today.
Limbaugh also announced a sponsorship coup, signing up a major pharmaceutical product as his show’s first-ever title advertiser. “I am proud to say that this program is now The E.D. Show sponsored by Viagra,” Limbaugh intoned.