Actually, I hope Rush spends even MORE time doing it. If there's anything the up and coming generation needs, its a break from the constant bombardment of the cultural sewage they are subjected to. Even as an old member of Rush's "stick to the issues crowd" who used to be driven nuts with his incessant golf and airplane crap, I see time spent on promoting these childrens' books of his as a GOOD thing.
Dittos for Glenn Beck (if I may resurrect his name here once again without getting scolded for it). He too is promoting - bringing future positive, wholesome projects forth on the screen. Beck and Limbaugh both understand that the mess this country is in is more than just about politics. Starting with targeting kids is a great first step.
I'm sure he could care less, but I listen to Rush less and less just because HE is all about promoting himself. Beck's the same.
About the only talk show I consistently tune into is Michael Medved, who's the smartest and most rational man in radio (except for his weird believe in BigFoot).