Why are Rush, Hannity, Coulter and Beck so popular in the heartland of America?

Yet there are several far more rationa, far better educated commentators on the right, such as Pat Buchanan and his publication "The American Conservative," there is the late Russell Kirk, the late William F. Buckley, jr. and "The National Review," "The American Spectator," David Horowitz and George Will. So why are Rush, Hannity, Coulter and Beck, who are far less able so popular with the regular Joes and Janes? I like reading and listening to conservative commentary---intelligent commentary that isn't designed to shock, humiliate or slander others.