Holtz used his appearances on Carson and other shows into a lucrative speaking career. (The Bob Hope story reflects this)
JFB built his recruiting network on him and his coaches being on the road (jimmy johnson spoke at my fifth grade football banquet!) they worked every high school coach in Arkansas and Texas and most of Oklahoma and Louisiana. Holtz started referring them to his agent and seeking fees like he was talking to the Little Rock Petroleum Club.
The Helms thing was certainly a problem too.