The key to understanding this comes at the end when the reporter reminds us that Rush has a niche audience who either don't care or, more likely, agree with the racism.
This kind of thing will not end until corporate sponsors decide that they can no longer afford to be associated with such things. It was the sponsors who did in Imus.
What is needed here is an organized effort to publicly identify the sponsors and a letter writing campaign and publicity campaign to expose them and pressure them to withdraw their support.
It would have been interesting if the reporter had gone to Rush's biggest sponsors (I have no idea who they are because I don't listen) and asked them what they think of "Barack the Magic Negro" and how they feel about such speech in 2007. Does "Barack the Magic Negro" reflect the view of X Inc.? What does X Inc. say to African-Americans who might be offended by this?
Of course these same sponsors also sponsor The Today Show, which is perhaps the biggest problem with our modern MSM.