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Rush: “Everything’s cool” on advertising.


Some advertisers may’ve pulled out of his show, but Rush Limbaugh says Premiere Radio Networks has signed three new sponsors for his show that will start later this month.  Two others that canceled have asked to return according to Limbaugh, who tells listeners, “One of them is practically begging to come back.”  And Limbaugh says many of the companies who say they won’t buy his show weren’t advertisers in the first place.

More than 30 advertisers have come forward to say they’ll either no longer buy time on Limbaugh’s radio show, or they’ve instructed their agencies to make sure run-of-schedule spots don’t end up on his program following his controversial remarks about a Georgetown University grad student.  Despite written and on-air apologies, marketers are still being flooded with complaints via social media.

The no-buy dictates are causing some other network to remind affiliate to be careful where they place their spots.  In a note to stations, Dial Global says none of its advertisers “are to air in or adjacent to Rush Limbaugh’s program.”

If there was some good news for Limbaugh it was that no more stations have dropped the program.  So far only two stations have canceled the show out of a base of more than 600 affiliates.

In a reminder that Limbaugh is on a level that few radio hosts reach, the controversy came up yesterday during a White House press conference. “I don’t know what’s in Rush Limbaugh’s heart, so I’m not going to comment on the sincerity of his apology,” President Obama said when asked by a reporter what he thought of the host’s apology.   He added, “All decent folks can agree that the remarks that were made don’t have any place in the public discourse.”   He declined to say whether he thinks marketers should pull their ads from the show.

Limbaugh responded to the President’s statements telling listeners, “He doesn’t know what’s in my heart, but you do — and that’s the key.”  Some supporters accuse Limbaugh’s critics of trying to use the controversy for political gain.

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