The Least, First

Monte Asbury's blog

Archive for April 16th, 2009

Ever wonder why Rush is everywhere?

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Might the fact that the network gives his program away for free have anything to do with it?
clipped from

NOVI, MI - MAY 3: Radio talk show host and con...
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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 … Did Rush accrue hundreds of local radio affiliates across the country because his political views are mainstream? […]It’s because — ready for this? — Rush’s show … 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.” […]

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 […]

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.

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Ah. My faith in humanity is refreshed. Perhaps his half-true hyperbole has convinced fewer than his ratings would suggest.

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Written by Monte

April 16, 2009 at 11:02 pm