With the current advertiser exodus, the right-wing radio host market can no longer support the number of hosts it currently has. Expect the smaller, weaker hosts to jump ship, change their mantra, or disappear from the airwaves.
Meanwhile left-wing radio hosts are having a huge jump in popularity, averaging far more audience per station than their right-wing counterparts. Unlike right-wing hosts, the left-wing commentators are not gaffe-machines, spewing hate-filled rhetoric that no company wants to be associated with.
What the article is referring to is a presentation made by Courtside Entertainment CEO Norm Pattiz at the New Media Seminar:
Touching on a variety of bullet points, the former Westwood One honcho commented that, despite the fact audience size is unchanged, there is dwindling support for conservative talk radio from national advertisers.
The rise of social media has made left wing boycotts incredibly effective while right wing boycotts have become increasingly feeble, which is why, suddenly, the right HATES boycotts (It’s an attack on “free speech,” you see). Where once a few well placed and extremely well funded professional conservatives could claim to represent millions, the internet has made such deceptions almost impossible (the Tea Party being an obvious exception). You can call yourself “One Million Moms,” but when your bigoted petition only gets several thousand signatures, no one is going to pay attention to you.
On the other hand, even politically disengaged people will happily sign a petition against bigotry or hatred. When tens of thousands of people (and more) protest your advertising on Rush Limbaugh’s daily misogy-thon, you listen.
So now we’ll see just how much the right wing REALLY believes in the “free market.” The ”free market” dictates product that loses money or can be replaced by product that makes more money MUST make way. But, as we saw with Fox and Glenn Beck, the powers-that-be were more than willing to loses millions for almost an entire year to keep his propaganda on the air when Beck lost all of his major advertisers.
Similarly, Rush Limbaugh is far too important to the right wing agenda of keeping the base ignorant, angry and misinformed. He could lose every legitimate advertiser and his show would stay on the air. Strange how it’s the “free market” for us when it comes to protective regulation (it’s just gotta go!) but corporate welfare for the talking heads that lie on behalf of the 1%.
And the mantra of the right plays on: Do as we say, not as we do.