Bad Ratings Cause WRKO in Boston to Drop Rush Limbaugh from Airwaves

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WRKO is dropping Rush Limbaugh from its Boston radio lineup after negotiations stalled with the affiliate. The radio station has now become the second major affiliate in recent weeks to drop the talk show host, according to Mediate

“We were unable to reach agreeable terms for The Rush Limbaugh Show to continue on WRKO. A final broadcast date will be announced in the near future.”

Limbaugh was dropped by longtime Indianapolis affiliate WIBC in April. Rush was told by WIBC’s parent company that the talk show host’s absence could actually improve its advertiser prospects.

The commercial viability of the syndicated show has suffered since 2012, when advertisers began fleeing the program in the wake of his prolonged attack on then-law student Sandra Fluke. The Wall Street Journal has reported on the millions of dollars in advertising revenue stations who carry his show lose, as well as the industry-wide damage resulting from toxicity to advertisers.

Limbaugh also faced the exodus of national advertisers who played a significant part in reducing talk radio advertising rates. Rush saw revenues drop to about half of what it costs to run ads on music stations, even though the two formats have “comparable audience metrics.”

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Source: News Oxy | 

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