Right after releasing an ever-growing-list companies that don't want anything to do with Rush Limbaugh on Monday (the count is at 140), the broadcaster's distributor has sent out a memo telling affiliates to suspend national advertising spots for the next two weeks. Though Premiere Radio Networks did not specifically comment on why the suspension was needed, but it does address one problem in particular: In the past week, several companies were unaware that their ads had aired during Limbaugh's show in the wake of his comments about Sandra Fluke.
"This memo was sent to traffic managers of news/talk affiliates as part of Premiere’s overall strategy to update our processes and services to better meet our clients’ needs," said Limbaugh's distributor in a statement posted on Radio Info. Radio Info adds, "Premiere Networks says the unusual two-week suspension 'does not apply to in-program commercials provided by Premiere within any of its live news/talk programming.'"
What the suspension does apply to are local affiliates' national ads, or what the industry calls "barter ads." Think Progress explains: "Rush Limbaugh is normally provided to affiliates in exchange for running several minutes of national advertisements provided by Premiere each hour. These spots are how Premiere makes its money off of Rush Limbaugh and other shows it syndicates."
The suspension in addition to the growing list of advertisers who want out is bound to make several people happy: the national advertisers who don't want the headache of being associated with Limbaugh, the local affiliates whose jobs are made simpler, and Rush's critics--everyone, it seems, except for Rush and his distributor.
This article is from the archive of our partner The Wire.