HOME



Digby's Hullabaloo
2801 Ocean Park Blvd.
Box 157
Santa Monica, Ca 90405



Facebook: Digby Parton

Twitter:
@digby56
@Gaius_Publius
@BloggersRUs (Tom Sullivan)
@spockosbrain



emails:
Digby:
thedigbyblog at gmail
Dennis:
satniteflix at gmail
Gaius:
publius.gaius at gmail
Tom:
tpostsully at gmail
Spocko:
Spockosbrain at gmail
tristero:
Richardein at me.com








Infomania

Salon
Buzzflash
Mother Jones
Raw Story
Huffington Post
Slate
Crooks and Liars
American Prospect
New Republic
Common Dreams
AmericanPoliticsJournal
Smirking Chimp
CJR Daily
consortium news

Blog-o-rama

Eschaton
BagNewsNotes
Daily Kos
Political Animal
Driftglass
Firedoglake
Taylor Marsh
Spocko's Brain
Talk Left
Suburban Guerrilla
Scoobie Davis
Echidne
Electrolite
Americablog
Tom Tomorrow
Left Coaster
Angry Bear
oilprice.com
Seeing the Forest
Cathie From Canada
Frontier River Guides
Brad DeLong
The Sideshow
Liberal Oasis
BartCop
Juan Cole
Rising Hegemon
alicublog
Unqualified Offerings
Alas, A Blog
RogerAiles
Lean Left
Oliver Willis
skippy the bush kangaroo
uggabugga
Crooked Timber
discourse.net
Amygdala
the talking dog
David E's Fablog
The Agonist


Denofcinema.com: Saturday Night at the Movies by Dennis Hartley review archive

01/01/2003 - 02/01/2003 02/01/2003 - 03/01/2003 03/01/2003 - 04/01/2003 04/01/2003 - 05/01/2003 05/01/2003 - 06/01/2003 06/01/2003 - 07/01/2003 07/01/2003 - 08/01/2003 08/01/2003 - 09/01/2003 09/01/2003 - 10/01/2003 10/01/2003 - 11/01/2003 11/01/2003 - 12/01/2003 12/01/2003 - 01/01/2004 01/01/2004 - 02/01/2004 02/01/2004 - 03/01/2004 03/01/2004 - 04/01/2004 04/01/2004 - 05/01/2004 05/01/2004 - 06/01/2004 06/01/2004 - 07/01/2004 07/01/2004 - 08/01/2004 08/01/2004 - 09/01/2004 09/01/2004 - 10/01/2004 10/01/2004 - 11/01/2004 11/01/2004 - 12/01/2004 12/01/2004 - 01/01/2005 01/01/2005 - 02/01/2005 02/01/2005 - 03/01/2005 03/01/2005 - 04/01/2005 04/01/2005 - 05/01/2005 05/01/2005 - 06/01/2005 06/01/2005 - 07/01/2005 07/01/2005 - 08/01/2005 08/01/2005 - 09/01/2005 09/01/2005 - 10/01/2005 10/01/2005 - 11/01/2005 11/01/2005 - 12/01/2005 12/01/2005 - 01/01/2006 01/01/2006 - 02/01/2006 02/01/2006 - 03/01/2006 03/01/2006 - 04/01/2006 04/01/2006 - 05/01/2006 05/01/2006 - 06/01/2006 06/01/2006 - 07/01/2006 07/01/2006 - 08/01/2006 08/01/2006 - 09/01/2006 09/01/2006 - 10/01/2006 10/01/2006 - 11/01/2006 11/01/2006 - 12/01/2006 12/01/2006 - 01/01/2007 01/01/2007 - 02/01/2007 02/01/2007 - 03/01/2007 03/01/2007 - 04/01/2007 04/01/2007 - 05/01/2007 05/01/2007 - 06/01/2007 06/01/2007 - 07/01/2007 07/01/2007 - 08/01/2007 08/01/2007 - 09/01/2007 09/01/2007 - 10/01/2007 10/01/2007 - 11/01/2007 11/01/2007 - 12/01/2007 12/01/2007 - 01/01/2008 01/01/2008 - 02/01/2008 02/01/2008 - 03/01/2008 03/01/2008 - 04/01/2008 04/01/2008 - 05/01/2008 05/01/2008 - 06/01/2008 06/01/2008 - 07/01/2008 07/01/2008 - 08/01/2008 08/01/2008 - 09/01/2008 09/01/2008 - 10/01/2008 10/01/2008 - 11/01/2008 11/01/2008 - 12/01/2008 12/01/2008 - 01/01/2009 01/01/2009 - 02/01/2009 02/01/2009 - 03/01/2009 03/01/2009 - 04/01/2009 04/01/2009 - 05/01/2009 05/01/2009 - 06/01/2009 06/01/2009 - 07/01/2009 07/01/2009 - 08/01/2009 08/01/2009 - 09/01/2009 09/01/2009 - 10/01/2009 10/01/2009 - 11/01/2009 11/01/2009 - 12/01/2009 12/01/2009 - 01/01/2010 01/01/2010 - 02/01/2010 02/01/2010 - 03/01/2010 03/01/2010 - 04/01/2010 04/01/2010 - 05/01/2010 05/01/2010 - 06/01/2010 06/01/2010 - 07/01/2010 07/01/2010 - 08/01/2010 08/01/2010 - 09/01/2010 09/01/2010 - 10/01/2010 10/01/2010 - 11/01/2010 11/01/2010 - 12/01/2010 12/01/2010 - 01/01/2011 01/01/2011 - 02/01/2011 02/01/2011 - 03/01/2011 03/01/2011 - 04/01/2011 04/01/2011 - 05/01/2011 05/01/2011 - 06/01/2011 06/01/2011 - 07/01/2011 07/01/2011 - 08/01/2011 08/01/2011 - 09/01/2011 09/01/2011 - 10/01/2011 10/01/2011 - 11/01/2011 11/01/2011 - 12/01/2011 12/01/2011 - 01/01/2012 01/01/2012 - 02/01/2012 02/01/2012 - 03/01/2012 03/01/2012 - 04/01/2012 04/01/2012 - 05/01/2012 05/01/2012 - 06/01/2012 06/01/2012 - 07/01/2012 07/01/2012 - 08/01/2012 08/01/2012 - 09/01/2012 09/01/2012 - 10/01/2012 10/01/2012 - 11/01/2012 11/01/2012 - 12/01/2012 12/01/2012 - 01/01/2013 01/01/2013 - 02/01/2013 02/01/2013 - 03/01/2013 03/01/2013 - 04/01/2013 04/01/2013 - 05/01/2013 05/01/2013 - 06/01/2013 06/01/2013 - 07/01/2013 07/01/2013 - 08/01/2013 08/01/2013 - 09/01/2013 09/01/2013 - 10/01/2013 10/01/2013 - 11/01/2013 11/01/2013 - 12/01/2013 12/01/2013 - 01/01/2014 01/01/2014 - 02/01/2014 02/01/2014 - 03/01/2014 03/01/2014 - 04/01/2014 04/01/2014 - 05/01/2014 05/01/2014 - 06/01/2014 06/01/2014 - 07/01/2014 07/01/2014 - 08/01/2014 08/01/2014 - 09/01/2014 09/01/2014 - 10/01/2014 10/01/2014 - 11/01/2014 11/01/2014 - 12/01/2014 12/01/2014 - 01/01/2015 01/01/2015 - 02/01/2015 02/01/2015 - 03/01/2015 03/01/2015 - 04/01/2015 04/01/2015 - 05/01/2015 05/01/2015 - 06/01/2015 06/01/2015 - 07/01/2015 07/01/2015 - 08/01/2015 08/01/2015 - 09/01/2015 09/01/2015 - 10/01/2015 10/01/2015 - 11/01/2015 11/01/2015 - 12/01/2015 12/01/2015 - 01/01/2016 01/01/2016 - 02/01/2016 02/01/2016 - 03/01/2016 03/01/2016 - 04/01/2016 04/01/2016 - 05/01/2016 05/01/2016 - 06/01/2016 06/01/2016 - 07/01/2016 07/01/2016 - 08/01/2016 08/01/2016 - 09/01/2016 09/01/2016 - 10/01/2016


 

This page is powered by Blogger. Isn't yours?

Hullabaloo


Tuesday, April 26, 2016

 
Qapla! We've disrupted the RW radio advertising model

By Spocko

 My friends at Media Matters For America put up this video pointing out that Rush Limbaugh is no longer the goose that laid the golden egg. In fact, he hasn't been for years. It's news now since he is in contract negotiations.  It's too bad some media outlet won't dig deeper into what happened to Rush and the AM broadcast radio business.  Right wing radio is no longer a safe place for most consumer advertising. How this happened and what it means might be a good story--if they cared to write it.

They could examine the impact of the revenue decline, but also the reasons behind it.

I don't expect anyone in the media to "follow the money." since the money raised for political candidates goes into media buys. But if one did, they might find that lowered revenue expectations and dark money are now keeping Rush afloat.

The political press will talk about how powerful Rush still is and how he and his brethren (cistern?) helped bring us the extreme right wing GOP presidential candidates. They can ignore the lost advertisers, since that is not their metric for power.

The business press might write about the advertisers that left him. They will then dutifully report any details the new contract reveals. But they will only do macro-level reporting, since the corporations that distribute Rush's show are privately held.

If Rush was employed by a public corporation, with reporting guidelines and analysts covering the company things might be bit different.
But then again, as I pointed out to Rupert Murdoch during Newscorp's 2010 quarterly conference call, big public companies can hide losses too. (Rupert and Me: I question the Newscorp CEO about subsidizing Glenn Beck)
 In American, unless you have a different metric for success, your product or service is supposed to eventually generate revenue quarter after quarter. And if a product that did generate revenue stops or slows down, steps are taken to get the asset to return to profitability. If your product continues to lose more money than it generates, something has to change.

However, if your metric for success is not money, your product can lose 100's of millions of dollars each year and every year just like the New York Post and the Washington Times.

Expecting a specific product (or radio host) to make money is only a problem if they are expected to. Private entities can change the rules anytime they want to.

Take for example right-wing think tanks. Their job is to push the ideas and viewpoints of the funders. Nobody expects them to make money, if they do it's a lucky accident. Let's say one of their authors writes a book that the public actually buys. Score! If the book only sees the inside of swag bags at CPAC, the authors still get paid.

What was an asset is now a liability. 

Back in 2004 when I decided to "take on" right wing radio, I knew that nobody cared what I thought. I was told, "If you don't like it, turn it off!" But I knew that the people running the station did care what one group of people thought, the ones paying them money. The advertisers.

And the people with the money cared about their brands.  I simply showed them what they were paying for on the shows. Is this what your brand is about? If not, don't taint your brand. They could choose to stay or go. No threats, no boycotts.

The radio hosts could also choose to keep saying the same things, just not with that advertiser's money. No censorship, no government regulations, just market forces.

The hosts could have made different choices, but they didn't.

I imagine at some point Rush was asked to reduce his sexism and his bigotry. After missing forecasts for a few quarters distributors might have begging him to tone it down.
 "What!? Tone it down? Me, apologize!?  US Senators call me to apologize. Nobody tells me what to say on MY show!"
Maybe they tried to find some leverage to break his contract, because that is what they do with "labor" that is costing them money.  But maybe his lawyers were smarter, "You signed a contract, you have to keep paying Rush or we'll sue for breach."

So then the distributors had to take the very significant financial hit from the advertisers leaving. Over and over again. Lowering expectations again and again. There probably are some very pissed off people because of this. Will they take it out on Rush in the contract? Sure, somewhat, but no matter what is announced we won't really know the details.

Bullies think like bullies. They'll make verbal, legal or physical threats

I found out that when you impact a revenue stream people notice, and hit back, hard. Bullies don't just rollover and back down. Because if they can't fix the source of the problem, the host(s), they try to get rid of the people who pointed out the problem. In my case it was verbal and legal threats.

Instead of the distributors dealing with Rush's brand tainting comments, they went after the people who alerted advertisers to what he was saying.  My friends in the #stoprush group, who did all the real hard work contacting advertisers, got targeted by one of Rush's PR bullies.

In this story about what happened, that the media won't do, they might look at what the distributors and stations have done following these massive material hits to their revenue. They could look at how they found new revenue from places like the Heritage Foundation, conservative schools and other one-step- removed-from-dark-money people.

They could write about how stations bulked up on political advertising at full price from old rate sheets while making money for creating the ads as well.  They could document the barrel scrapping and the search for more and bigger boner pill companies. If there isn't a gold seller ad to run they fill up with PSAs, non-profit ads and annoying Kars for Kids spots.

They might even look into how their failure to address the real problem spilled over into successful stations which they then destroyed. These are the unintended consequences of a wildly successful program to defund RW radio.

Qapla! (Success in Klingon) 


Sometimes people point out that Rush is still on the radio, he still has tons of money and millions of listeners. Or that money still gets to him and his distributors, just via dark channels.

As I wrote back in 2007 when I got a letter from Bank of America about pulling their ads from KSFO, convincing mainstream advertisers to leave showed the money people that RW radio views are no longer safe to publicly get behind, is a very big deal.

To everyone who worked (and continue to work) to make this all happen I say. "Qapla!" and live long and prosper.