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More than his rivals, Beck has led the way in turning himself into a multifaceted brand. Besides the radio and TV shows, he goes on concert tours, he write books, he sells fans access to an “Insider” account for $74.95 a year and he sells his own advertising on his website.

“He’s a model for a 21st century talk show host and businessman,” Harrison said.

On his website, Beck offers access to “Beck University,” a series of lectures. He sells hoodies touting his “9.12 Project,” an attempt to recreate the national unity of the day following the terrorist attacks. He sells copies of his own Fusion magazine, so named for the “fusion of entertainment and enlightenment” that he calls his shows.

Beck and Fox colleague Bill O’Reilly occasionally bring their talk to stages with their “Bold & Fresh” theater tour.

And recently, Beck has begun a “morning prayer” podcast of inspirational messages that fans can access at 7:05 a.m.

On Thursday, he brought Father Terrence Henry of the Franciscan University in Steubenville, Ohio, to deliver a prayer _ and promote Beck’s rally.

“Like Paul Revere, you are spreading the alarm,” Henry said.