In the past 72 hours, while I’ve struggled with work, school, my kids’ schedules and a migraine, a great exodus has taken place among Rush Limbaugh’s national advertisers after his abuse of law student Sandra Fluke for trying to stand up for basic health-care rights for women. I won’t rehash the merits of the issue, which by now are pretty well settled among those with ears to hear. (I’ve tweeted about it a bit if you want to go look.)
The question now is: What else can we do to put pressure on Rush and his parent corporations? One thing we can do is pressure the local advertisers on the stations that carry his show. Commenter “Jager” at Balloon Juice provides instructions on how to go about this [I've added a few clarifications in brackets], and as a former radio guy I can say he’s more or less on the money:
Go after the local advertisers on his show. There are very few local advertising [slots] on Rush’s show and they sell at a premium. Monitor the Rush station, make a list of the local advertisers and do the following:
1. Call the advertiser; be polite.
2. Write a letter to the advertiser; be polite.
3. Copy the station and the Federal Communications Commission with the advertiser letter.
4. Politely call the General Manager of the station, tell the GM what you are doing and why, tell them you have contacted the advertiser and copied the FCC.
5. If the local advertiser uses an agency, contact the agency, as well. Just ask the local business [whether] they use an agency.
[It's not clear to me why the commenter thinks calling the agency will help, unless you're also threatening to boycott any of the agency's other advertisers, or any other stations with which the agency places advertising, or in some other way putting pressure on the agency's revenue stream. -- Lex]
It won’t take many letters and phone calls to get their attention and remind the station that the letters need to be placed in the station’s public file. (the public file is an FCC requirement)
Local stations don’t get many local [advertising slots] in Rush’s show and many [stations] pay a huge fee to Premiere [Radio Networks, the Bain Capital/Clear Channel Communications subsidiary that syndicates the show] to run the show. If they start losing business because of that [expletive], they will raise hell with Premiere.
Although I don’t think there’s any guarantee of that because I think 27% of Americans would be happy if Rush killed infants and ate their entrails live from noon to 3 weekdays, I do think the commenter’s suggestions are about the likeliest approach of any to get results. So if you want to apply financial pressure to Rush to at least start behaving like a civilized member of society, target the local advertisers on your local Rush station. I’ll update this post when I’ve had the time to even figure out who that is in this market — that’s how out of it I’ve been lately.
UPDATE: Well, duh, it’s Rush Radio — WPTI (94.5 FM).
2-B PAI Park
Greensboro, NC 27409