Radio rebel uses attitude and familiar voice for a cause: Save America

Lisa Sciortino

Tuesday, May 14, 1996 | 11:59 a.m.

He doesn't want to be thought of as just another Rush Limbaugh clone, one more extreme right-wing talk-show host out to slam the opposing political party.

Instead, Joseph Bauer strives to be honest with his listeners. Lay the issues on the line for them. Let 'em know how it really is.

"Rush has become a mouthpiece for the Republicans. He used to have much more in the way of fun with the show," Bauer says. "But now it's strictly, 'The Republicans are going to save the world and the Democrats are terrible, evil people,' and that's all he talks about.

"For instance, he would never admit that there is no law that requires you to pay income tax."

But Bauer would -- and frequently does during his politically fueled radio talk shows, "We the People" (KLAV 1230-AM) and "Cornerstones of Liberty" (KVEG 840-AM).

Income tax is, he says, "the biggest hoax that's been foisted on the American people in 70 years. The IRS is an agency out of control."

And he's not just saying that for ratings -- why bother when your show is on at midnight Sunday? He really believes it.

The declining quality of life for "taxed to death" Americans brings him to tears. Literally.

"The average citizen better wake up because his country is being stolen," he says.

Maybe Bauer's deep, silky voice hasn't sold you on his politics. But, chances are, it's probably persuaded you to do other things.

It's been featured in countless local and national radio and television commercials, from Jerry's Nugget and the Tropicana and to American Express and McDonald's.

For a decade, his was the booming voice that welcomed guests to the Omnimax Theatre at Caesars Palace. He made it more ominous-sounding earlier this year in an ad for a Mike Tyson title bout at the MGM Grand.

Warren Zaretsky, president of Zaretsky and Associates Productions in Las Vegas, has called upon Bauer's vocal cords for work in more than a dozen national ads, including Bristol-Meyers, Liz Claiborne Cosmetics and Perrier.

"His voice has a booming resonance that really captures attention," Zaretsky says. "It breaks through the usual clutter ... and his personality creates a kind of enthusiasm and excitement for the product."

Bauer also does about 60 speaking engagements around the country each year, serving as the keynote speaker before large corporate audiences and at smaller customer-service training seminars.

"The voice is the most expressive of the instruments," he explains. One that requires a harmonious blend of attitude and experience to create the perfect pitch.

Great beginnings

Experience is something he has plenty of. Bauer's show-business career began at age 9, when, as a soprano in a boys choir, he was spotted by theater producers who cast him in stage plays.

His radio days kicked off during the late '50s when he built and ran his Cincinnati high school's station and became the voice of football games.

After graduation, he landed a disc-jockey gig at WING, a Top 40 station in Dayton, Ohio, where he spun tunes by Bobby Darin, Buddy Holly and other rockers of the day. At 19, he had a local fan club of 5,000 listeners.

Would have been easy to get a swollen head. "If it weren't for my mother keeping my feet on the ground, I could have been another Howard Stern or Rush Limbaugh," he says.

During the '60s, Bauer traded his turntable for an anchor's seat at the first all-color NBC affiliate in Lexington, Ky., where he was the news, weather and sports guy.

Eventually he headed to Hollywood and wound up acting in, producing and directing several television shows alongside talents such as Steve Allen.

Serious business

But when he stepped back to take a long, hard look at the business, "Somehow I just decided it was time for me to get serious about finding out what life was all about."

He pursued a theology degree at Ambassador College in Pasadena, Calif., studying fundamental religions and comparative theology.

"I studied diligently because to me it is important to know the purpose in life ... find what the real truth is," he says.

"I think the summation of all the world's great religions basically is to do unto others as you would have them do unto you. In today's world, that's a forgotten thing."

But Bauer couldn't keep from behind the camera for long and went to work producing "The World Tomorrow," a series of television documentaries that ran through the early '70s and were sponsored by the college and the Church of God.

It was his job to traverse the globe interviewing world leaders -- Golda Meir, Yitzhak Rabin -- "on the condition of the world and where it's going."

"It gave me a chance to travel the world at a young age ... and to get a sense of history and see what they were trying to accomplish with their nations. I think that's another reason why I got so involved with learning about our country."

He recently wrote, produced, directed and narrated a trilogy of documentaries for educational purposes in which he researched the histories and functions of Congress, the Supreme Court and the presidency. He also is working on a feature about the Statue of Liberty.

Traveling has remained a passion for Bauer, who ventures to exotic locales frequently to film footage for his documentaries.

He also hosts "Assignment Adventure," a weekly travel call-in show on KLAV, and shares his experiences while offering advice to folks on the go.

"The only way you're ever going to understand other people and ... what's happening in the world today is to travel and broaden your scope," he says.

"There are people who call the show ... and they say, 'Gee, I've never been outside of 50 miles from Cedar City.' It's wonderful for me to be able to bring people the essence of a quiet lake in the Alpine forest in the evening."

And therapeutic. "I get depressed when I when I look at the condition of our country from a political standpoint ... and what's happening to the people. But I look at the Rocky Mountains or the Mississippi River ... and it brings me back to say, 'You know, there is something here worth saving. There is a battle to be won.'"

Spreading the word

Bauer also feels an "obligation" to share his knowledge and give back to the community by way of teaching. He's taught classes at Ambassador and Loyola, and lectured at USC.

He joined the staff at UNLV about six years ago and continues teaching a contemporary media course, as well as one he created called "How to Create, Produce and Promote Special Events for Profit" that professors at Georgetown University have expressed an interest in adding to their curriculum.

"The business means so much to me, just like the country means so much to me, that I never get tired of talking about it or trying to help people with it," he says.

With the same sort of honesty he allows his radio audience, Bauer is upfront with his students about the obligations that a career in broadcasting entails.

"It isn't just money, it isn't just fame and fortune. A lot of it's responsibility. It's fairness and it's accuracy and learning to see behind the headlines."

And being able to paint "a word picture" for radio listeners.

"Radio is theater of the mind," he says. "Radio is able to create images" and gets "into your psyche, and I think that's the power of talk radio.

"Talk radio provides a forum for the average citizen. We don't have town hall meetings much anymore. It's the only way the average citizen can get their voice heard.

"The callers we get are people who say, 'This is how I feel, but nobody will let me say it.' The people that call into the show ... are so mistrustful of the government," he says.

Bauer, too.

"He's very upset that a lot of the laws, that the (people's) power has been usurped by judges. He thinks there ought to be more justice out there," says John Rizzo, Bauer's co-host on "People" and "Cornerstones."

"I think it's real important to get back to the basics, the fundamentals," Bauer says. "Conservatively, the country is going down the tubes in a hurry."

And it's his job to make sure people are aware of that.

"You have an obligation to the people of your community. My purpose is to use the impact of mass media in a positive, constructive way."

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