The Economics of Rush Limbaugh

HE'S A FREEBIE

From HuffPo, worth noting that giveaways still make attractive programming, I suppose.

How much of the rest of the Right-wing media is on 'special' support? Well, there is the special case of the Weekly Standard subsidy. The National Review has reportedly and admittedly been a sink hole.

Yet, the Left is still supposed to "respond" to these publications' writers and so forth, from time-to-time, unqualified ...

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 -- that's right, no cash -- to local radio stations, mostly in medium and smaller markets, back in the early 1990's.

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.

It's a very sweet deal for local radio station owners, explained Bill Exline a respected radio broker (he helped people buy and sell local stations). "Not only does the local station get three hours of free programming," Exline explained, "but that's one less local talk-show host on staff they need. It makes small- and medium-market radio properties more profitable and attractive by cutting down staff expenses."

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