Rush Limbaugh's Boston radio affiliate WRKO has announced it is dropping Limbaugh's talk show from its lineup. Limbaugh's syndicator, Premiere, confirmed the news in a statement, which reads in part: “We were unable to reach agreeable terms for The Rush Limbaugh Show to continue on WRKO. A final broadcast date will be announced in the near future.”
WRKO has now become the second major radio station in recent weeks to drop Limbaugh's program. Limbaugh's longtime Indianapolis affiliate WIBC severed ties with him in April. WIBC's parent company noted that Limbaugh's absence could actually improve its advertiser prospects.
The commercial viability of Rush Limbaugh's show has suffered since 2012, when advertisers began fleeing the program in the wake of Limbaugh's prolonged attack on then-law student Sandra Fluke. The Wall Street Journal has reported on the millions of dollars in advertising revenue stations who carry Limbaugh's show lose, as well as the industry-wide damage resulting from Limbaugh's toxicity to advertisers. Notably, according to the report, the exodus of national advertisers has played a significant part in reducing talk radio advertising rates to about half of what it costs to run ads on music stations, even though the two formats have “comparable audience metrics.”
WRKO dropping Limbaugh from its lineup is just the latest reminder that Rush Limbaugh is bad for business.
Advertisers continue to leave and stay away thanks to a dedicated group of independent organizers in the Flush Rush and #StopRush communities. Their participation matters and is having a big effect.