Currently, Cumulus Media carries Limbaugh's show on 40 of its stations, including Limbaugh's flagship WABC in New York as well as stations in Chicago, Washington DC and Dallas. If Limbaugh and Cumulus part ways, it would represent a significant reduction in Limbaugh's overall footprint and serve as yet another reminder that Limbaugh's brand is bad for business.
Limbaugh doesn't appreciate how Cumulus' CEO keeps telling investors that the radio host is hurting ad sales and costing the company millions. So, the weekend before Cumulus' first quarter investor meeting, “a source close to” Limbaugh's show went public with word that Limbaugh will walk if Cumulus' CEO continues to speak about the host's negative impact on business.
Indeed. If I were Limbaugh, I wouldn't want the CEO of one of my major affiliates consistently informing the business community that my show is causing millions of dollars in losses every quarter.
This Limbaugh source argues that Cumulus' problems begin and end with Cumulus and insists that Limbaugh's show is not causing any issues in the revenue department. But, reality and Limbaugh's own words demonstrate otherwise.
Cumulus isn't the only radio company reporting significant losses attributable to Limbaugh. Dial Global has also attributed millions in losses to Limbaugh. Many others in the industry report negative consequences resulting from Limbaugh's recklessness. Consequently, this Limbaugh source's contention that Cumulus' advertising problems have nothing to do with Limbaugh falls apart when we look at the rest of the industry. What would this source say in response to the ills faced by other companies in connection to Limbaugh's show? That it's all their fault too?
Additionally, Mediaite reports that “the vast majority of national advertisers now refuse to air their ads during Rush Limbaugh's show.” This is consistent with what industry observers have been saying for months as well as my own experience.
Further, Limbaugh himself recently complained about his advertising troubles. Although, Limbaugh blames his advertising woes on mainstream media buyers “trying to harm” him, warning that they “are young women fresh out of college, liberal feminists who hate conservatism.”
So, on the one hand, we have multiple radio companies reporting losses directly attributable to Limbaugh's show as well as Limbaugh himself complaining about media buyers. On the other hand, we have an unnamed source close to Limbaugh's show denying reality about Limbaugh's advertiser woes and attacking one of the host's biggest affiliates.
At this point, it doesn't really matter who you believe. The fact that Limbaugh's affiliates are consistently reporting losses and that Limbaugh is now attacking them is evidence of the one thing that has become undeniable: Rush Limbaugh is bad for business.
Onward we go...