Limbaugh's Dirty Little Secret of Radio "Success"

Ever wonder why Rush "Boss" Limbaugh's syndicated radio show is all over the place like the proverbial cheap suit?

If you do much driving in rural areas -- e.g. between cities -- "Boss" Limbaugh's bloviations are often the only thing you can pick up on a car radio. Hey, that's what CD players are for.

Did Rush accrue hundreds of local radio affiliates across the country because his political views are mainstream? That's obviously not it. OK, so why IS his show so "popular?" Why do hundreds of stations around the country carry his show, the most widely syndicated talkfest in the country?

Glad you asked.

The real story is not generally well-known. The only reason I know is through my covering the business of radio for years for several major daily newspapers and also, for industry trade magazines like Radio World.

It's because -- ready for this? -- Rush's show was, and presumably still is, given away for free to many local radio stations.

This shocker is because of a little-known practice in broadcast syndication called a "barter deal." (Barter deals were briefly mentioned in Michael Wolff's first-rate recent piece on Rush in Vanity Fair).

Here's how a barter deal works: To launch the show, Limbaugh's syndicator, Premiere Radio Networks -- the same folks who syndicate wingnut du jour Glen Beck -- gave Limbaugh's three hours away -- that's right, no cash -- to local radio stations, mostly in medium and smaller markets, back in the early 1990's.

So, a local talk station got Rush's show for zilch. In exchange, Premiere took for itself much of the local station's available advertising time (roughly 15 minutes an hour) and packed the show with national ads it had already pre-sold.

Think Gold Bond Medicated Powder.

It's a very sweet deal for local radio station owners, explained Bill Exline a respected radio broker (he helped people buy and sell local stations). "Not only does the local station get three hours of free programming," Exline explained, "but that's one less local talk-show host on staff they need. It makes small- and medium-market radio properties more profitable and attractive by cutting down staff expenses."

Shocking, isn't it, that Limbaugh would allow jobs to be cut to advance his dubious career? Not to mention helping to make small radio stations far less local?

Major-market right-wing talk stations, like San Francisco's KSFO-AM ("Reichstag Radio") have to pay actual money, of course, to carry Boss Limbaugh's daily proclamation-a-thon. (Note: KSFO, which I referred to as "Sieg Heil on Your Dial" in my column when it first switched to righty talk, is the same station that gave hatemonger Michael Savage his first radio megaphone).

Radio sources say that small- and medium-market stations still get Limbaugh's show for free, or pay only a token amount of cash for it. I asked Michael Harrison, editor of radio-syndicator-friendly Talkers magazine about this, and he claimed he didn't know how many Limbaugh affiliates still barter. .

So, when you hear Rush bellowing as you're passing through Birdseed Junction, Beanblossom, or Pyrite, just remember: The radio station's getting what it paid for. Or, more accurately, DIDN'T pay for.

Comments

[foutsc]

Bottom line: If the local stations couldn't make money off of the show they wouldn't carry it. If people weren't listening they would drop El Rushbo like a ton of bricks.

Libs own TV, Cons own talk radio, that's how it is in America today. It's called the marketplace of ideas. Let Freedom Ring!

[rshrink]

How original. I have only read several hundred comments just like this. SO, you did get the dittohead memo it appears. Just left out the reality that billionaires are paying for this and it is just for the purpose of getting suckers like you to work for them, so congratulations on getting suckered and helping the billionaires get candidates who will do their bidding while you continue to flounder and blame yourself for not being talented enough to make it.

[Patriot til Death]

Why did you have to bring George Soros into this?

[totalkaosdave]

Your references to Nazis is a bit amusing and clearly displays your ignorance of history and ideology.
The Big Lie of the late 20th century was that Nazism was Rightist. It was in fact typical of the Leftism of its day. It was only to the Right of Stalin's Communism. The very word "Nazi" is a German abbreviation for "National Socialist" (Nationalsozialist) and the full name of Hitler's political party (translated) was "The National Socialist German Workers' Party" (In German: Nationalso­zialistisc­he Deutsche Arbeiterpartei)
Thanks to Dissecting Leftism for accurate historical context.
Your Nazi references are better left to describe the Obama administra­tion...opp­ression anyone?

[cabula66]

Following your shall logic and critical thinking, you would believe that the Nazi's reference to the "final solution" actually referred to something other than the annihilation of Jews, Slavs and Gays.

[stagebandman]

Where was the Nazi reference? I reread the post and cannot find it anywhere in the story, unless you mean his line about KSFO. And to that, I suggest you study up on how Hitler got his message to the people. I'm not doing your homework for you.

[rshrink]

Oh yes, I am feeling so oppressed in this past 2 1/2 months. And I felt so good when the country was failing under the Bush dictatorship. It was so safe back then and we were free to torture and be spied upon by the government and I am sure they only wanted to protect our interest which is oil and war, right?

[StevieRae]

When will someone also address these claims of 20 million listeners "a week"?? I thought radio was measured on daily listening count?

Could it be that Limbaugh has merely aggregated the proclaimed listening audiences for all those stations he gave his program for no charge????

I seriously doubt the his listener or ditto head number is that high.

[seanparnell]

One question, that the author should know from his experience covering the radio industry. Is this common practice? I mean, if the setup Limbaugh has for small-market stations to air his program is somehow unique and generally regarded in the industry as shady, then maybe there's a point to this. But if this is how lots of talk shows first get off the ground and keep on the air in smaller markets, then there's no smoke and no fire.

Sean Parnell
President
Center for Competitive Politics
http://www.campaignfreedom.org
campaignfreedom.orgeedom.org

[foutsc]

Whoa, whoa, whoa!
You make too much sense. Ask questions? Analyze information and compare? You're asking too much. This is a smear job, not a science experiment!

-- Nietzsche is Dead

[rshrink]

Another question; Who made you chief critic?

--- Lots of people are dead

[rshrink]

Fout, who made you faux critic of the evening? Nietzche isn't the only one as it appears that the foutbrain may also be.

[seanparnell]

The article is interesting, but ultimately unimportant. Hey, Air America was paying stations to carry their programming, does that somehow make it a less legitimate source of political commentary?

Several here call for a new "fairness doctrine" or other regulations to somehow try to limit or down Limbaugh. Fortunately, the First Amendment stands between them and the broadcast on/offf switch.

Sean Parnell
President
Center for Competitive Politics
http://www.campaignfreedom.org
campaignfreedom.orgeedom.org

[rshrink]

I think you miss the point. Limbaugh is making millions and someone is paying him and may even be paying for the programs to be on the air. The airwaves belong to everyone, but apparently if you have enough money, you can pirate them away and use them for your own purposes.

[seanparnell]

Umm, how is that the point? This author is talking about Limbaugh not charging stations to air his program, instead just keeping much of the commercial spots to sell (his syndicator, actually, but close enough). Of course someone is "paying him" - his syndicator. That's how radio works - if you work in radio, someone pays you to do so. Or are you under the impression that every other radio show in the country is done by unpaid college interns?

And yes, somone is "paying for the programs to be on the air." Have you ever heard Limbaugh's show? You know how, every so often, he says things like "have to go now, be right back after this commercial break" and such? And how after that, someone comes on the air (occasionally Limbaugh himself) and says things like "buy Doritos" or "you'd look swell riding a new Harley" or similar pitches? Well, that's who's paying for the show to be on the air.

And while the airwaves may belong to everybody, the government long ago granted license holders the privelege of broadcasting over those airwaves. So yeah, it takes money to broadcast. It also takes money to drive on the interestate system (gotta buy a car and gas, after all). So?

Sean Parnell
President
Center for Competitive Politics
http://www.campaignfreedom.org
campaignfreedom.orgeedom.org

[mcnatey]

HAHA you guys on here kill me....if this was the whole truth and the only reason Rush is on all these stations is they "gave the show away" then it wouldn't last. To get people to advertise on a show you need listeners or the sponsorships go away. Which means the show would die. If the show is growing and copanies keep scrambling to put up commercials that means people are listening. It is more simple than you are trying to make it out to be.

For the guy who says you shouldn't give away things for "free" I'm sure your all for the hand out of welfare to the slob on the couch....o­k moderator you can ban my account now since the 1st amendment is only for Democrats and not Republican­s....

[rshrink]

Read more posts and you will know why it goes on. But perhaps the brainwashing has been too complete for you to get it.

[ohboy]

Gawd are republicans paranoid. Is this congenital?

[stagebandman]

Do you know how to make a hit song? You get radio stations to play it over and over again. Pretty soon, people are asking for it. Why do you think they write jingles? Something so elementary just seems to elude some people.

[jozinha]

Why hasn't this been uncovered, written about, before???

Should this be legal?

Giving away a political opinion program for free -- or anything for free -- doesn't NOT reflect the marketplace. If ALL opinion programs can NOT do that, then NO opinion program should be able to do that.

If such FCC rules/laws mandating global and equal pay terms for political opinion programs do not exist now, they should be legislated.

[KIVPossum]

Although I detest Limbaugh and his legions, if his marketing strategy includes giving the program away, so be it.

The problem is not in giving free programing to small markets stations. It is why so many people have a need to be indoctrinated daily with his hate and fear-mongering.

[rshrink]

some explanation of that below

[jozinha]

They hear him as "news."

They get their news from him, not the MSM 7 o'clock TV news. He's been in their ears that long. It is not possible for these yokels to see he's a radio personality.

[stagebandman]

The problem is, it wasn't illegal, it was just underhanded.

[rascalcat]

Great article! I did not know this. It is essentially the same marketing strategy Wal Mart used. They started out in smaller markets, in the mid-west, where essentially they had no competition except Mom and Pop stores. It was several years before they moved into larger more competitive markets where they could use their profits from the smaller markets to under-cut the competion. The result is essentially a monopoly that has made ghost towns of these small market towns and now Wal Mart has little to no competition in the larger markets as well.

[jnik]

"Hey, that's what CD players are for".
No, that's what SATELLITE RADIO is for!

[Buddy McCue]

Also shows from the Progressive Podcast Network.

Limbaugh's show is always to be heard in the shop where I work, so I wear my iPod. May I recommend Joe Lyles' "Rush Limbaugh Lie Of The Day" podcast? The show may be heard here:
http://www.conceptualguerilla.com/?q=view/audio/limbaughlie
If you don't use an iPod, his show can still be heard online at the above address.

[stagebandman]

We have to pay for enough crap. I'm not ponying up more dough for radio. My cds will work just fine, thank you.

[rshrink]

I am not saying that Mr. Mann is wrong, but I don't think he is providing the big picture here. With the number of words allowed, I can' t make my point in one post, but to begin, there are connections which need to be understood.

Rev. Moon - Korean skilled at brain washing - Owner of the Washington Times, a Conservative Newspaper

Strategies for brain washing include two essential ingredients. Saturation of message (Rush Limbaugh) and 2) Appealing to those who feel disenfranchised.

Those that feel disenfranchised are the ones who cannot accept the civil rights movement, gun control, abortion, regulations to diminish pollution and the need for separation of church and state. Certainly there are a few others.

Billionaires need government help to continue to make billions. They need to promote candidates who will make that possible and they are highly focused on their needs, not the needs of those who will make it possible for them to be wealthy (workers). Most don't care about workers, only care what workers can do for them. (A very narcissistic and entitled viewpoint is required.) cont. below

[rshrink]

cont.

Limbaugh, provides a saturated message part which appeals to the potential voters who have to be riled up to be energized enough to care to vote. Limbaugh hits on all of the sore spots to accomplish that. They then campaign, donate and vote for candidates who will "fight for their rights." The candidate really doesn't care about their issues, but uses those issues to get in power and then takes care of the billionaires. They may do enough to pacify the riled up voters, but in the end the voters are really not better off. They end up worse off because of other decisions that are made. But as long as Limbaugh can keep people riled up, the hope is enough of them can continue to be suckered into voting for their pet concerns.

[Buddy McCue]

Edward Bernays called this "The Engineering of Consent."

[jozinha]

Much civic energy has been drained in the last several decades in this wretched "culture war" we're ceaselessly embroiled in.

It has cost this country far more than the Iraqi debacle ever could. A recent NPR program described the plight of Pakistan -- it's inability to provide even the most basic of services, clean water to its people. Why? Everything that Pakistan politics is up to is EXACTLY the same as what's going on here. They are pi ssing their money away on bu llsh it cultural nonsense and spending all their money (including our mega-aid) on the military. And they can't stop. They can't stop to see what's actually necessary.

Limbaugh is just part of that pattern for us here, and until we can legislate sound FCC laws we will be taken down by his and our ignorance.

[HellerHighwater]

The wealthy have always engendered and manipulated a middle class for the sole purpose of controlling the poor and accumulating more wealth. The tea-baggers, 98% of whom will be paying fewer taxes under President Obama than they did for the past 8 years, are a prime example.

This phenomenon keeps repeating century after century, in country after country and not one of the dupe-ees seem to ever catch on.

The Cliff'sNotes version: If you make less than 4 million a year, when you vote Republican, you vote against the interests and well-being of your family and everyone you know. If you make more than 4 million, you're still voting against the well-being of almost everyone else, but in the long-run, against yourself as well.

[maxfax]

It's like giving away free "lead laden" children's toys.

[Pearlman]

Good thing Mr. Mann is no real researcher. Correlation and causation? If his theory is correct, free and public radio should be the hottest thing going. Not? It ain't the price man, it's the message.

[ICanHasDemocracy]

Rush has no message other than being an insulting wonk to all rational people. Unfortunately we seem to be in the minority..­.

[Buddy McCue]

Maybe it's more the fact that he tells his listeners what they want to here.

That's always a popular "message." It's also one of the best tactics for manipulating people. Any good snake-oil salesman knows that.

[Buddy McCue]

I meant "hear," not "here." Please excuse my typo.

[MRahen]

Rush tells his listeners what to think and do! He has said as much. It more like leading sheep to a slaughter.

[ecoe]

Does my heart good to hear a little bit of his "success" story leak out. He's had a lot of financial support over the years. And a lot of set up cash from his wealthy family. Man of the people.... Don't make me laugh.

[Joseph Upton]

Wow...Rush is using a "diabolical secret plan" that is only used by Opra, and lots and lots and lots of other radio and TV shows.