WBAL says they cancelled Rush - Audience wants local shows (Updated)

[zoey]

Premiere Radio got their spin to the national trade media first. Now the Baltimore Sun reports WBAL made the decision to cancel Rush because their audience research suggests people want local programming. (Clear Channel's own WTAM said much the same thing when they Jerry Springer in Cleveland.) Maybe the time has passed when major market blow-torches can get by just plugging into the dish.

BALTIMORE SUN:
WBAL is dropping the Rush Limbaugh show, but Limbaugh will on another area station in June. WBAL had commissioned research into what listeners want to hear and found that Marylanders liked the station's local personalities -- Dave Durian, Chip Franklin and Ron Smith. It found that they want more localized programming with "more information and discussion about the events and issues impacting them."
http://www.baltimoresun.com/news/local/bal-radio0313,0,1422051.story?coll=bal-local-headlines

Note: The article quotes Premiere Radio as saying WBAL is the first station to drop Rush. Actually, WILM (AM) in nearby Wilmington, Delaware became the first station to drop Rush about 10 years ago. The move drew national attention at the time. The station program director claimed the show had "peaked." At the time, however, an FM station in Philadelphia (the last major market to carry Rush) which had a better signal in much of Wilmington than WILM had picked up the show and Jacor (Premiere's predecessor) had started to charge stations to carry Rush. Fast forward: Clear Channel bought WILM. The PD in question left the station abruptly. WILM carries Rush once again.

CLEAR CHANNEL NEWS RELEASE
Rush Limbaugh Continues To Be Heard In Baltimore On New Radio Station Starting June 1, 2006

BALTIMORE, March 13, 2006 - Today Premiere Radio Networks announced that they’re pursuing a developing opportunity for their radio program, "The Rush Limbaugh Show."

"WBAL has been a great partner to Rush Limbaugh for many years. However at this time, we're excited about a new direction the show will take in Baltimore. We look forward to making an official announcement in the near future," said Julie Talbott, EVP Affiliate Marketing, Premiere Radio Networks.

June 1, 2006 will be the first day "The Rush Limbaugh Show" will be heard on a new station, which will be announced in the near future. Until that time, Limbaugh continues to be heard from noon - 3 p.m. ET on WBAL. Known as the media pundit who reshaped the political landscape with his entertaining and informative brand of conservatism, Limbaugh is also widely credited with resuscitating AM radio by many industry experts.

 

[SaltyDog]

WBAL's Unsurprising Radio Survey

A shift from network program would be a welcome one for me. Nothing against network shows, but Internet listening isn't very interesting when so many stations are plugged into networks I can hear anywhere. Still, I'd be surprised if they made this decision based on a survey that "found that they [WBAL listeners] want more localized programming with "more information and discussion about the events and issues impacting them."

That is about as surprising as conducting a survey and discovering, to one's amazement, that people prefer "more music and less talk" on their FM music stations.

From a business point-of-view, carrying Rush comes with a big downside: The rates Premiere charges are far higher than many people realize, but that's not the only or even the biggest cost. Premiere leaves the local affiliates few of the commercial avails to sell. On top of that, Premiere reserves the right to cancel on 90 days notice.

I know of at least one small-to-medium market station that does carry Rush. Despite the fact that they know perfectly well they could air Sean Hannity and get higher ratings in afternoons than they have now, they aren't about to give up their local afternoon franchise and all the commercial avails they get to keep for themselves.<P ID="signature">______________
SD</P>

 

[dampier]

> Premiere Radio got their spin to the national trade media
> first. Now the Baltimore Sun reports WBAL made the decision
> to cancel Rush because their audience research suggests
> people want local programming. (Clear Channel's own WTAM
> said much the same thing when they Jerry Springer in
> Cleveland.) Maybe the time has passed when major market
> blow-torches can get by just plugging into the dish.

Rush's ratings aren't what they used to be, but really... the audience demand for "local talk" forces the dumping of Rush? I dunno, it sounds like spin to me after Premiere yanked it away or upped the ante. Are we *really* seeing a resurgence of local talk hosts on stations around the country, forcing the corporates to pay salaries to talent again?

 

[zoey]

>
> Rush's ratings aren't what they used to be, but really...
> the audience demand for "local talk" forces the dumping of
> Rush? I dunno, it sounds like spin to me after Premiere
> yanked it away or upped the ante. Are we *really* seeing a
> resurgence of local talk hosts on stations around the
> country, forcing the corporates to pay salaries to talent
> again?
>

As Salty Dog said, Rush does not come cheap. Premiere charges a fee to stations and they give up avails (an additional fee in the form of lost revenue). WBAL is expanding the two adjacent shows to cover Rush's time slot, which may reduce their additional talent costs compared to what doing another local show from scratch would cost.

Pre-Rush and pre-ABC Talknet, there were not that many talk stations in the US. The format grew beyond major market blowtorches like WBAL because of satellite programming. The blowtorches decided they could make more money taking shows off the bird, as well. But except for Rush and Hannity, none of the other satellite talkers have made a huge splash. The others get cleared by non-blowtorches, by corporate mandate (when the station owner also syndicates the show) and by pay to play. And let's face it, Rush has been around for a while and (agree with him or disagree) his act is getting old (partly because so many others are doing it).

All politics is still local and I can believe the audience has noticed the lack of local content in talk radio (with a few exceptions noted like WGN and KGO). Despite WBAL's research, however, I still suspect most people would rather listen to a good syndicated host over a mediocre local host. It will be interesting to see if a good local host trumps a good national host.

 

[MediaBoy]

WBAL DUMPED RUSH...........

If you study WBAL's ratings over the past two years you will see that this

"Right" talking station has seen its ratings go south and go south.

They have been making some adjustments to their talk and news format during the

past few months to entice the listeners back.

They have the Orioles back for at least another year and they just nabbed the

rights to the Ravens.

When Rush goes to another station in the market....it will have fewer listeners

than WBAL......so why the happy spin from the Premiere network?????

WBAL is making an adjustment to its political stance and making itself an even

more local news talk operation.

This is a good move for WBAL and one that should be considered by more stations.

Being perceived as being a TRUE local source of news and talk is a sure way to

combat anything that XM and Sirius can throw at the terrestrial stations.


Here is more from the Baltimore Sun>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

By Rob Hiaasen
Sun reporter
Originally published March 14, 2006
Rush Limbaugh, one of the most popular and polarizing radio personalities of recent years, has been sacked in Baltimore.

WBAL-AM Radio has canceled Limbaugh's syndicated call-in talk show, saying it wants to focus on local news and hosts. It is the first station to cancel the show, which is heard in nearly 600 markets, according to Limbaugh's syndicate, Premiere Radio Networks.





"In this market at this time, we just think we can perform better without him," said Jeff Beauchamp, station manager and vice president at WBAL. "It was a great run, though."

After a decade in Baltimore, the conservative talk-show host will no longer be heard on WBAL after May 31. Sandwiched between local hosts Chip Franklin and Ron Smith, Limbaugh has been a WBAL mainstay in its noon-to-3 p.m. time slot. WBAL, fourth among adults in its market and fifth among listeners age 12 and older, has seen Limbaugh's ratings decline. According to Arbitron, which rates radio stations, Limbaugh's audience share on WBAL dropped 27 percent last fall compared to fall 2004.

Limbaugh, however, was No. 1 for his time slot among adult males, Beauchamp said. "But his ratings are not at the lofty level they once were.

"There's no doubt Rush is an American icon," he said. "It's not a personal thing, it's not a political thing. It's about being successful and giving listeners want they want."

Station research has shown WBAL listeners want more local news coverage and more local voices discussing community issues, Beauchamp said. Radio has become "homogenized and vanilla," and a syndicated program, such as Limbaugh's, does not fit into the station's plans for expanded local coverage, he said.

Limbaugh's departure doesn't necessarily signal that Baltimore has lost its taste for conservative radio, Beauchamp said. "Ron Smith is conservative," he said. "People still have a taste for conservative radio. Rush is an individual taste."

Jayson Loviglio, an assistant professor of American studies at University of Maryland, Baltimore County, said yesterday that he credits Limbaugh with inventing a new style of radio talk-show host, but that his cancellation in Baltimore might have been inevitable.

"Rush was really the Elvis of right-wing talk radio. But you just don't need him anymore with so many other places to get what Rush brought before anyone had it," said Loviglio, whose 2005 book, Radio's Intimate Public, discusses how the medium shapes American life and popular culture. "If this is a trend, he's a victim of his own success, because he's no longer a voice in the wilderness."

WBAL's decision to expand local coverage makes sense if local radio is to survive, Loviglio said. Listeners can get opinions from podcasts and other newer media outlets, but who is going to talk about electric rate increases or local athletes? Not a syndicated talk-show host, he said.

"WBAL is actually starting an important trend," he said. "The only thing broadcast radio has to offer in the next 10 years is localism -- as in providing voices of people from your community talking about issues from your community.

"There's no other point of broadcast radio."

Despite losing one local affiliate, Limbaugh remains popular nationwide.

He is heard by an estimated 2 million weekly listeners on nearly 600 radio stations, and the number of his affiliates has remained consistent, according to Premiere Radio Networks.

"The station decided to go all local, so the syndicated program goes -- whether it's the biggest talent in the business or somebody else," said Premiere spokeswoman Amir Forester. "We're looking forward to announcing a new home in the near future."

Premiere said Limbaugh will air on another station June 1, but declined to elaborate. Limbaugh is still carried on Maryland radio affiliates in Frederick, Frostburg and Salisbury.

Tim Graham, an analyst with the Media Research Center, a conservative media watchdog group, also played down the significance of the Limbaugh cancellation in Baltimore. "If you have 600 stations, losing one market is not something to worry about. If you go from 600 to 500, then you have a story," Graham said. He added that Limbaugh's publicized hearing loss in 2001 and rehab stint in 2003 were more cause for concern about the state of conservative radio.

"Those were moments when you could really worry, but I don't think now is one of those times," he said.

Still, Beauchamp said, WBAL's cancellation of Limbaugh's show was a "bold move." Over its 15-year history, The Rush Limbaugh Show has gone off the air in markets where radio stations have switched formats. But this is the first time his show has been canceled, according to his syndication company.

 

[k9ez]

Re: WBAL DUMPED RUSH...........

WBAL is making an adjustment to its politcal stance???? HUH??? That sounds like you WISH they were. But it states very clearly that they are maintaining as conservative talk format.



> If you study WBAL's ratings over the past two years you will
> see that this
>
> "Right" talking station has seen its ratings go south and go
> south.
>
> They have been making some adjustments to their talk and
> news format during the
>
> past few months to entice the listeners back.
>
> They have the Orioles back for at least another year and
> they just nabbed the
>
> rights to the Ravens.
>
> When Rush goes to another station in the market....it will
> have fewer listeners
>
> than WBAL......so why the happy spin from the Premiere
> network?????
>
> WBAL is making an adjustment to its political stance and
> making itself an even
>
> more local news talk operation.
>
> This is a good move for WBAL and one that should be
> considered by more stations.
>
> Being perceived as being a TRUE local source of news and
> talk is a sure way to
>
> combat anything that XM and Sirius can throw at the
> terrestrial stations.
>
>
> Here is more from the Baltimore
> Sun>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
>
> By Rob Hiaasen
> Sun reporter
> Originally published March 14, 2006
> Rush Limbaugh, one of the most popular and polarizing radio
> personalities of recent years, has been sacked in Baltimore.
>
>
> WBAL-AM Radio has canceled Limbaugh's syndicated call-in
> talk show, saying it wants to focus on local news and hosts.
> It is the first station to cancel the show, which is heard
> in nearly 600 markets, according to Limbaugh's syndicate,
> Premiere Radio Networks.
>
>
>
>
>
> "In this market at this time, we just think we can perform
> better without him," said Jeff Beauchamp, station manager
> and vice president at WBAL. "It was a great run, though."
>
> After a decade in Baltimore, the conservative talk-show host
> will no longer be heard on WBAL after May 31. Sandwiched
> between local hosts Chip Franklin and Ron Smith, Limbaugh
> has been a WBAL mainstay in its noon-to-3 p.m. time slot.
> WBAL, fourth among adults in its market and fifth among
> listeners age 12 and older, has seen Limbaugh's ratings
> decline. According to Arbitron, which rates radio stations,
> Limbaugh's audience share on WBAL dropped 27 percent last
> fall compared to fall 2004.
>
> Limbaugh, however, was No. 1 for his time slot among adult
> males, Beauchamp said. "But his ratings are not at the lofty
> level they once were.
>
> "There's no doubt Rush is an American icon," he said. "It's
> not a personal thing, it's not a political thing. It's about
> being successful and giving listeners want they want."
>
> Station research has shown WBAL listeners want more local
> news coverage and more local voices discussing community
> issues, Beauchamp said. Radio has become "homogenized and
> vanilla," and a syndicated program, such as Limbaugh's, does
> not fit into the station's plans for expanded local
> coverage, he said.
>
> Limbaugh's departure doesn't necessarily signal that
> Baltimore has lost its taste for conservative radio,
> Beauchamp said. "Ron Smith is conservative," he said.
> "People still have a taste for conservative radio. Rush is
> an individual taste."
>
> Jayson Loviglio, an assistant professor of American studies
> at University of Maryland, Baltimore County, said yesterday
> that he credits Limbaugh with inventing a new style of radio
> talk-show host, but that his cancellation in Baltimore might
> have been inevitable.
>
> "Rush was really the Elvis of right-wing talk radio. But you
> just don't need him anymore with so many other places to get
> what Rush brought before anyone had it," said Loviglio,
> whose 2005 book, Radio's Intimate Public, discusses how the
> medium shapes American life and popular culture. "If this is
> a trend, he's a victim of his own success, because he's no
> longer a voice in the wilderness."
>
> WBAL's decision to expand local coverage makes sense if
> local radio is to survive, Loviglio said. Listeners can get
> opinions from podcasts and other newer media outlets, but
> who is going to talk about electric rate increases or local
> athletes? Not a syndicated talk-show host, he said.
>
> "WBAL is actually starting an important trend," he said.
> "The only thing broadcast radio has to offer in the next 10
> years is localism -- as in providing voices of people from
> your community talking about issues from your community.
>
> "There's no other point of broadcast radio."
>
> Despite losing one local affiliate, Limbaugh remains popular
> nationwide.
>
> He is heard by an estimated 2 million weekly listeners on
> nearly 600 radio stations, and the number of his affiliates
> has remained consistent, according to Premiere Radio
> Networks.
>
> "The station decided to go all local, so the syndicated
> program goes -- whether it's the biggest talent in the
> business or somebody else," said Premiere spokeswoman Amir
> Forester. "We're looking forward to announcing a new home in
> the near future."
>
> Premiere said Limbaugh will air on another station June 1,
> but declined to elaborate. Limbaugh is still carried on
> Maryland radio affiliates in Frederick, Frostburg and
> Salisbury.
>
> Tim Graham, an analyst with the Media Research Center, a
> conservative media watchdog group, also played down the
> significance of the Limbaugh cancellation in Baltimore. "If
> you have 600 stations, losing one market is not something to
> worry about. If you go from 600 to 500, then you have a
> story," Graham said. He added that Limbaugh's publicized
> hearing loss in 2001 and rehab stint in 2003 were more cause
> for concern about the state of conservative radio.
>
> "Those were moments when you could really worry, but I don't
> think now is one of those times," he said.
>
> Still, Beauchamp said, WBAL's cancellation of Limbaugh's
> show was a "bold move." Over its 15-year history, The Rush
> Limbaugh Show has gone off the air in markets where radio
> stations have switched formats. But this is the first time
> his show has been canceled, according to his syndication
> company.
>

 

[JohnnyMorganWXJX]

> > Premiere Radio got their spin to the national trade media
> > first. Now the Baltimore Sun reports WBAL made the
> decision
> > to cancel Rush because their audience research suggests
> > people want local programming. (Clear Channel's own WTAM
> > said much the same thing when they Jerry Springer in
> > Cleveland.) Maybe the time has passed when major market
> > blow-torches can get by just plugging into the dish.
>
> Rush's ratings aren't what they used to be, but really...
> the audience demand for "local talk" forces the dumping of
> Rush? I dunno, it sounds like spin to me after Premiere
> yanked it away or upped the ante. Are we *really* seeing a
> resurgence of local talk hosts on stations around the
> country, forcing the corporates to pay salaries to talent
> again?

I don't think so. This scenario is really paralleling Pittsburgh. Rush was a long-time presence on 50kw news-talker KDKA, owned by Infinity. Clear Channel dumped the low-rated "jammin' oldies" format on one of their FMs and debuted an FM news-talker--with Rush Limbaugh.

This has got to be what's happening in Lord Baltimore's Mary's Land--otherwise, it defies reality. Local talk is great and all, but very few stations can do it all day (think WLW), and those that work do a combo of that and national shows. Rush is a national ratings leader for a reason.

***
Post 1620 dedicated to the Cleveland Hopkins International Airport information frequency...which the highways advertised in blue signs, but which I could never hear. <P ID="edit"><FONT class="small">Edited by Johnny Morgan on 03/14/06 07:30 PM.</FONT></P>

 

[sammy10002]

Re: WBAL DUMPED RUSH...........

> WBAL is making an adjustment to its politcal stance????
> HUH??? That sounds like you WISH they were. But it states
> very clearly that they are maintaining as conservative talk
> format.
>


The days of consrvative talkradio are dwindling. They have had their time in the sun and now, due in part to the onslaught of Air America and an inept President, they are on the run. I just feel bad for the latecoming Rush clones who haven't quite had a chance to make their bundle yet.

 

[ajhenderson]

Re: WBAL's Unsurprising Radio Survey

> I know of at least one small-to-medium market station that
> does carry Rush. Despite the fact that they know perfectly
> well they could air Sean Hannity and get higher ratings in
> afternoons than they have now, they aren't about to give up
> their local afternoon franchise and all the commercial
> avails they get to keep for themselves.

True, and Hannity now charges, although its somewhat of a pittance compared to Rush. Premiere's "less is more" mandate has reduced inventory in Rush and its other shows (although most of the reductions were net spots), while ABC's Hannity leaves a decent number of open minutes, some of which will, in most markets, be eaten up by service elements in PMD.

 

[Arbitorn]

Re: WBAL DUMPED RUSH...........

I guess it depends on the market, but really, Air America is responsible for dwindling shares on conservative talk? Their audience isn't big enough to start a decent fight in Cincinnati and you can't blame it on signal. They're on a 50k that doesn't change pattern until California time and then, they blow into Florida like Katrina.

Cincinnati may not be typical, but tell me - where is AA beating Rush or Hannity?

Liberal talk will not be as successful as conservative because most of their target doesn't listen to anything but NPR on the radio. The potential profitable audience leans to the right.

 

[k9ez]

Re: WBAL DUMPED RUSH...........

> > WBAL is making an adjustment to its politcal stance????
> > HUH??? That sounds like you WISH they were. But it
> states
> > very clearly that they are maintaining as conservative
> talk
> > format.
> >
>
>
> The days of consrvative talkradio are dwindling. They have
> had their time in the sun and now, due in part to the
> onslaught of Air America and an inept President, they are on
> the run. I just feel bad for the latecoming Rush clones who
> haven't quite had a chance to make their bundle yet.
>


BAWW HAWW HAWW... oh you are serious....

On slaught of AAR????? PUH Leeeze. At least be realisitc here. More liek AAR has had their time in the sun...again just MHO.

Both sides have can have a great "time in the sun". But they need to be ENTERTAINING and engaging. So far IMHO AAR does not do that. Some of the other non AAR talkers are coming around however. I would keep an eye on them instead.

 

[zoey]

You all don't get it

This is not about liberal or conservative. It's about local or syndicated.
WBAL is a conservative station. WCBM is a conservative station. If WCBM picks up Rush, you will have a horse race between a mostly local conservative talk station and a mostly liberal conservative talk station. I know you'd rather argue politics but that's not the issue here.

It's been pointed out here before: The Air America stations that get the best ratings have one or two local hosts in the line-up. Correct me if I'm wrong but I'm not aware of a market in which Air America competes directly with a mostly local - mostly liberal talk station (although it would be interesting to see it happen).

 

[k9ez]

Re: You all don't get it

> This is not about liberal or conservative. It's about local
> or syndicated.
> WBAL is a conservative station. WCBM is a conservative
> station. If WCBM picks up Rush, you will have a horse race
> between a mostly local conservative talk station and a
> mostly liberal conservative talk station. I know you'd
> rather argue politics but that's not the issue here.
>
> It's been pointed out here before: The Air America stations
> that get the best ratings have one or two local hosts in the
> line-up. Correct me if I'm wrong but I'm not aware of a
> market in which Air America competes directly with a mostly
> local - mostly liberal talk station (although it would be
> interesting to see it happen).
>

KGO and KQKE in SanFran do it. Of course KGO is takign KQKE to the cleaners.

Also, you are totally right about local versus syndicated!!

 

[Rad10phile]

Geoff and Johnny are right about this one -- it does boil down to cost. And it involves the cost of the sports programs WBAL airs.

Every year, WBAL renews with the Orioles. Every year, WBAL loses money airing the Orioles. Now, WBAL has signed up to air the Ravens. THAT was VERY expensive. It came down to a few of things: 1. The $$$ outlay to get the Ravens; 2. The revenue losses from the O's; 3. The cost of airing Limbaugh and his 27% ratings decline over the last year.

What's a shame is that PD Jeff Beauchamp is covering the hole by extending the shifts of his two talkers. That appears to be a move to save money as well. Ron Smith is ready to retire in a year and Chip Franklin, while he has his fans, still is underperforming. Perhaps, after Beauchamp can assess how the move goes over with the audience, will add another host. It's too bad they're not bringing back the news hour that they had at noon.

Eventually, WBAL could have a schedule where they air Dave Durian in mornings, someone local? 9-12 and Franklin 12-3 with Smith (or maybe Bruce Elliott when Smith retires) from 3-6. But that's not as strong a lineup as it used to be, and at some point, Durian will be retiring as well. Steve Rouse probably would step into that position, but he's not strong enough to take over any other daypart.

 

[zoey]

Radio Equalizer: Liberals react with predictable glee

Guess what! Radio Equalizer has linked to my post immediately above:
"WBAL says they cancelled Rush - Audience wants local shows (Updated)."

Brian Maloney provided the following lead-in to my original post:
"To news Rush Limbaugh has been dropped by longtime Baltimore affiliate WBAL-AM, liberals are reacting with predictable glee."

(1) I guess I have really arrived. (2) Glee is a state I reserve for life experiences like meeting "the one." I can't think of anything in radio that rises to the level of glee. (3) Any endorphin Rush (pun intended) I experienced was due to a possible resurgence of LOCAL-LIVE talk radio. My bias is local-live radio is a good thing. Local-live is terrestrial radio's unique selling point. I even think more local-live talk radio would be a good thing in the Seattle market - even on weekends - even on football weekends - even without Dan Rather to kick around any more. Brian, I guess when God was loaning out talent, you and O'Reilly had gone out for a few beers.

PS: Brian, link to my posts all you want. I won't report you to Radio-Info Security and have them send the cops to your trailer.