A NEW LOW FOR RUSH LIMBAUGH

[Holland Cooke]

CONSOLIDATION CHICKENS COME HOME TO ROOST.
AS CLEAR CHANNEL DICKERS ITS MARKET VALUE, STUNNING IMUS AND RUSH LIMBAUGH GAFFES SCAR RADIO.
AFFILIATES STUNG AGAIN BY DEPENDENCE ON IMPORTED PROGRAMMING.

“This guy had to be a liberal.”
A NEW LOW: LIMBAUGH POLITICIZES VIRGINIA TECH MASS MURDERER FOR SELF-PROMOTION.
What’s-happening-in-the-news is all about him. As flags are lowered to half-staff nationwide, and victims’ family and friends suffer telecast of killer’s haunting manifesto, Talk Radio’s most-widely-syndicated host tells us:

“He was turned into a liberal somewhere along the line...Now, the drive-bys will read on a website that I'm attacking liberalism by comparing this guy to them. That's exactly what they do every day...starting way back in the early '90s, when there was any kind of an incident, crime or what-have-you that attracted national attention, in the early days of this program, the drive-by media went out and they tried to connect the perpetrator to this program...Bill Clinton blaming me for influencing Timothy McVeigh to blow up the (Oklahoma City federal) building.”

And what’s with these repeated references to “DRIVE-BY MEDIA” and “MAINSTREAM MEDIA?”

If you’re the #1 show, YOU’RE not “mainstream?”

And doesn’t “drive-by” suggest “consequence-free?” Like...a blowhard with a blog, but without the accountability to which FCC licensed stations hold a television news network? Or your radio station?

Poor Rush.
It must have been cold in I-man’s long shadow the-week-before.

But it worked.
Evidence: This conversation, as Rush tests P.T. Barnum's theory that "there is no 'bad publicity.'"

Silver lining?
'Fingers crossed that these back-to-back faux pas cause radio owners and managers some soul-searching, and new committment to re-stocking a farm team depleted by consolidation, automation, and syndication. Here's hoping that the system can self-correct, and we'll see a renaissance in the LOCAL content which will always be radio's silver bullet against non-local and new-tech competitors.

HC
www.HollandCooke.com

 

[nhradiochild]

Maybe I'm misinterpreting the entire message by simply reading the snippet provided here, but does Rush seem to be doing the very thing he's railing against?

I have to wonder if radio won't undergo a new revolution, with the controversial hosts essentially being blacklisted from mainstream radio and forced to apply directly to satellite?

Just a thought.

 

[Northwest Bobby]

???

 

[Holland Cooke]

As his produced intro says "Behold the wonder of Rush."

but does Rush seem to be doing the very thing he's railing against?

Typical.
El Rushbo's ideology/committment is situational...what's convenient to the moment.
The other day, he was PRAISING something in the New York Times he more often makes sport of damning.

 

[AKLes]

Does this mean you'll be recommending clients drop Limbaugh?

And, if so, replacing him with what?

 

[Radio_Realist]

Does this mean you'll be recommending clients drop Limbaugh?

And, if so, replacing him with what?

Other clients?

 

[evnlee]

Holland, I am dissapointed in you.

Even a cursory glance at this murderer's taped ramblings shows a disdain for the wealthy.

Sorry, but that's classic liberalism : those '2 America's' we hear so much about.

I wouldn't say it, but I wouldn't be surprised or upset by such a statement by Limbaugh.

It sure does seem that you give perky Katie a pass, but not-so-much-for-the-moneymaking Rush.

 

[Holland Cooke]

'Not sure what The CBS Evening News has to do with this, but...

Does this mean you'll be recommending clients drop Limbaugh? And, if so, replacing him with what?

THAT'S the issue that these Imus/Limbaugh embarassments betrays!
Who indeed.

Last week, umpteen newspaper/magazine/wire reporters were calling me, asking, logically, about revenue problems the Imus cancellation would cause.

And certainly there'll be some. Though I-man's 60 affiliates may not have had ratings to brag about, the show had been a Sales asset to many of 'em. It was what reps call "a thing," vs. just-selling-audience-tonnage aggregated from multiple cluster stations. Creatively, though, the show had degenerated-into a self-absorbed, self-conscious, self-important TV-show-on-radio.

As for El Rushbo, my experience has been that very FEW affiliates can point to Rush-specific revenue. Sure, having Rush helps the station's rankers overall. And at too many affiliates, Limbaugh's hours sure are the Mt. Everest on the hour-by-hour ratings graph...mathematically DANGEROUS, given that mornings should be the engine of any healthy station's entire ratings day.

But, as I suggested above, and told all those reporters, the more immediate headache that Imus stations are coping with is that -- like Limbaugh hours -- Imus hours were, OPERATIONALLY, robotic. Management "didn't have to think about" these hours. These hours were supposed to go-sit-in-the-corner-and-behave...THE OPPOSITE OF what great talk radio should do.

But last week, Imus stopped behaving.

Suddenly, the GM of 6, 7, or 8 stations under-one-roof had to PAY ATTENTION TO that robotic AM. this manager, who:

1. likely came from Sales, not programming,
2. likely came from music radio, not Talk radio, and
3. is likely too-young-to-have-grown-up-listening-to-AM radio...

...is now forced to make some decisions about AM Talk radio...not-to-mention go-into-spin-control...WHILE diverting attention from Cat Country, or The Mix, or Lite, or whatever golden-child music FM normally gets the disproportionate share of management think-time and programming and promotional expense resources.

FMs are mature, measurably losing audience to iPod/satellite radio/other new-tech, and wooing a generation now growing-up-without-a-radio-habit. As a Talkers magazine cover story asked last year "Can Talk Save FM?" Predicatably, yes. But those music FMs will continue staggering for another few years.

Meantime, if management just TRIED...and tried even-just-a-LITTLE-harder...with those non-music AMs, they'd get better ratings and make more money. There's LOTS more upside there...but managment seems to be aiming low.

As for what-do-I-recommend: I'm utterly agnostic.
Apropos Rush, I have two playbooks:
If my client is the Rush AFFILIATE, he's the biggest star in Talk radio.
If my client is the COMPETING talker, he's the biggest buffoon in Talk radio.
Whatever best-serves the situation.
I work for station owners.

Several who had been Imus affiliates now just shrug.
"It was over anyway," one admitted.

And, among Limbaugh affiliates, there is a REAL issue about Rush using affiliates' air to relentlessly, systematically, persuade listeners NOT-to-listen to affiliates, when, instead, they could stream-in online, listen-to-archived-audio-during-those-other-21-hours, or watch the Dittocam (which, because buffering makes audio is asynchronous to affiliates' air, forces watchers to turn-off affiliates). Oh, and Rush will want MORE money next year...in addition to that morning avail.

There was somewhere else to get Imus (on TV); and Rush keeps telling us where-else to hear his show. But a conscientious station that does relevant, involved local programming, is offering something listeners and advertisers can't get anywhere else...y'know?

What we hope will be self-correcting about the Imus flame-out, and Limbaugh's ongoing antics, is that affiliate exasperation will result in more diligence of this sort. And it'll take some work, after 11 years of post-de-reg syndication dependence has depleted the farm team.

Good evening from Nashville, Music City USA, where I'm speaking about podcasting to this weekend's Gospel Music Association convention.

HC
www.HollandCooke.com

 

[AKLes]

Thank You.

I was a little concerned that my questions would not be taken at face value and might kick off something unnecessary.

Yeah, Rush has become something of a tar-baby. If a station carrying him moved on to something local and ratings went town even 1/10 in the first book ownership would be firing the management.

As to the podcasting and "dittocam" it's sort of how stations turned a blind eye/deaf ear to Sterm when he spent his last months promoting satellite. What's even more sad is that, in many markets, local morning local hosts are doing the same thing. In (particularly the extreme west) some markets there is a strong 5am-9am local followed by Rush via delay. Between the local hosts and Rush pushing the podcasts these stations are risking take a chunk out of their rest-of-the day ratings.

In one market with which I am quite familiar it's not uncommon for commuters to tune him (the local guy) in live between 6:30 and about 7:30 (the start/end flexes but it's about an hour total) but grab the podcast of the 5:30 to 6:30 and/or the 6:30 to 9:00 segments to listen to in the car on the way home. Yes, it damages a competitor who has a marginally competitive afternoon drive host but it also cannibalizes their own decent-but-not-spectacular programming.

I don't think the use of podcasts to maximum advantage has been perfected in many places and a lot of harm is going to be done before folks figure it out. Not to say I have any idea what's most effective....or that what works best in one market is gonna work well in any other!

 

[gr8oldies]

It would probablyb take at minimum 10 years to develop and maintain a local talk station, to build what WLW has become since the 1980s. No easy task if someone even wanted to drop syndicated programming tommorrow. When Rush first had his ear problems, and the possibility of jail time, we all asked who in te world would replace him. CBS certainly has made a couple of false starts in attempting to replace Stern.

 

[evnlee]

Re: 'Not sure what The CBS Evening News has to do with this, but...

Does this mean you'll be recommending clients drop Limbaugh? And, if so, replacing him with what?

As for El Rushbo, my experience has been that very FEW affiliates can point to Rush-specific revenue. Sure, having Rush helps the station's rankers overall. And at too many affiliates, Limbaugh's hours sure are the Mt. Everest on the hour-by-hour ratings graph...mathematically DANGEROUS, given that mornings should be the engine of any healthy station's entire ratings day.

But, as I suggested above, and told all those reporters, the more immediate headache that Imus stations are coping with is that -- like Limbaugh hours -- Imus hours were, OPERATIONALLY, robotic. Management "didn't have to think about" these hours. These hours were supposed to go-sit-in-the-corner-and-behave...THE OPPOSITE OF what great talk radio should do.

But last week, Imus stopped behaving.

Holland, what in the world?

Let's look at my city and I'll give you 2 examples: WGST and WFOM.

Rush is the only thing that has kept WGST from flipping for the past three years!

Without Limbaugh, there would be no need for a sales staff, even with the Braves. The station has been underperforming for a long time.

WFOM carried Imus. It also had to hire a board op to be there every am at 6~ why? Because Imus will not/did not run to a clock. This is not an out of the ordinary, I spoke with other 'ops all over the South every time we lost the feed. They would call Atlanta 2nd to see if we had the feed, so I personally spoke to at least 7 different ops.

Every other WFOM show cam off the bird~ why? Because Imus was not 'robotic' enough to work within syndicate demands.

Ironically, WFOM only has 2 board ops ( sometimes they borrow from WCNN ). both black. This means Imus' firing effectively cost one of them a job( if they didn't find other work down the hall).

Imus as an am show was just what Cumulus and Dickie broadcasting was looking for : edgy, news inspired, and a roster of A list guests. And cheap. They now play Sporting News Radio off the bird.

 

[Radio_Realist]

If you can recognize this trend, and even launched a thread about it:

FMs are mature, measurably losing audience to iPod/satellite radio/other new-tech, and wooing a generation now growing-up-without-a-radio-habit. As a Talkers magazine cover story asked last year "Can Talk Save FM?" Predicatably, yes. But those music FMs will continue staggering for another few years.

Then why do you still cling to the dying model of talk radio as being stricly an AM band product?

 

[Holland Cooke]

"why do you still cling to the dying model of talk radio as being stricly an AM"

If you can recognize this trend, and even launched a thread about it:

FMs are mature, measurably losing audience to iPod/satellite radio/other new-tech, and wooing a generation now growing-up-without-a-radio-habit. As a Talkers magazine cover story asked last year "Can Talk Save FM?" Predicatably, yes. But those music FMs will continue staggering for another few years.

OOPS.
Sorry if I was unclear.
When I referred to "music FMs," I meant to say "music FMs."

 

[nhradiochild]

Re: "why do you still cling to the dying model of talk radio as being stricly an AM"

When I referred to "music FMs," I meant to say "music FMs."

And if that STILL isn't clear enough, what he REALLY meant to say was that FM's that specialize in music, not that all FM's should program music.



Just trying to avoid a tiff! :-*

 

[Radio_Realist]

When I referred to "music FMs," I meant to say "music FMs."

I realize that. Given that you know that Music FM's are losing share to alternate technologies, and that there is an increasing number of FM stations that are now programming talk formats, then why do you still cling to the dying model of talk radio as being strictly an AM band product?

Sorry if I was unclear that my question about you sticking to the model of talk being an AM band product actually referred to you sticking to the model of talk being an AM band product.

 

[nhradiochild]

To Radio_Realist: Umm, what's that I see on your signature line? Something about asking stupid questions... lol.

Question is: Is the question stupid for you to ask, or is it stupid to the person being asked? ;D

To Holland: Rush Limbaugh was the driving force for sales at a Northern New England talk radio station... up until they wanted too much for it and subsequently got put on a Clear Channel station. In place they put a local, Arnie Arnessen who seemed to do fairly well, until the boss didn't wish to continue the program.

And at Q106 in my hometown, Imus was carried on the 50,000watt FM which required a board op. I realize your statement was a generalization and there are bound to be the oddball stations. (But from what I could tell with extra filler music being run to meet up with the show, and from board ops experience with Imus, I can safely assume it wasn't automation friendly.)

 

[Holland Cooke]

NOT Tony Orlando...

And SPEAKING of New Hampshire radio in days of yesteryore...howl at your consultant, appearing with his 6' moose, on Channel 9, Manchester, 1981: http://www.youtube.com/watch?v=dqbcdi0ZUbo

RE "why do you still cling to the dying model of talk radio as being strictly an AM band product:"
I'll try this once more, then give it up...

What you're fishing for doesn't swim here.
You're inferring something I'm not implying.

Although investment bankers, most listeners,* and conventional-wisdom broadcasters, I DON'T confine or recommend non-music content as not-for-FM...a point I'd hoped to make referencing that Talkers headline I quoted up above.

Here at the GMA convention in Nashville, someone just button-holed me to ask about WTOP/Washington moving-to-FM.

For the 7 years I managed there in the 80s, were were @ 1500AM, 50KW day/night directional north/south. I heard the station's skywave at night in Toronto and Orlando. If we only could've gotten into West Falls Church. Today, the brand and content reside on FM, which covers the metro better, and speaks to the-many-folks-who-just-plain-don't-listen-to-FM. Wisely, the station's owner didn't simulcast long-term, to "wean" listeners from 1500AM. They just shoo'd 'em over to FM.

ANY format has a better shot on FM than AM, for those reasons.
"Riding-the-horse-in-the-direction-he's-facing," y'know?

NOTWITHSTANDING the expectation that FM=music and AM=non-music.
And notwithstanding that KGO, WINS, WGN, et al remain monsters.

Traffic reports alone make KGO utterly MUST-hear programming.

HC
www.HollandCooke.com

* Source: Pile-o-research taller than Mr. Moose

 

[jimwalsh2001]

El Rushbo and the I-Man have become everything they used to lampoon. Time for a return to live and local radio. 8)

 

[Radioboy989]

Am I understanding this correctly, that the consensus opinion is that blatant Limbaugh-esque self promotion is a bad thing?

Telling listeners where to find you outside of the frequency they are on at that moment is wrong, bad and or evil?

I'm tired. Maybe I am not focused and I am misunderstanding.

I'll wait for clarification before I launch a thought...my wife hates that about me!

 

[Holland Cooke]

Rush is biting the hand that feeds him.

Telling listeners where to find you outside of the frequency they are on at that moment is wrong, bad and or evil?

If you were GM of the affiliate station, how would YOU feel?