The recent comments by Rush Limbaugh has some business owners and listeners asking themselves, is it worth it?  Should we have our business advertising in his program?  Several national companies have pulled their sponsorship’s of Limbaugh’s program including a couple mattress companies.

It’s not the first nor will it be the last time that Rush Limbaugh has stuck his foot in his mouth.  If you’re a small business that has been buying the station that airs him, nothing has really changed.  As a business owner your media buying decisions should come down to audience.  As a business owner do you check individuals voters registration cards as they enter your place of business?  When they whip out their wallet or purse to pay you is their money red or blue?

With Rush Limbaugh It’s The Audience Not The Isle:

Rush Limbaugh

photo credit Gage Skidmore via flickr

We have clients that sit on both sides of the aisle, I don’t care what political persuasion you are, as long as you run a good business and are a good person we’ll represent and consult for you.  Not only do we put our clients in programs that they or we don’t watch, but we do the same when we’re advertising as Paradux Media Group.

The same can be said for Rush’s show.  If the demographic was good for your business two weeks ago, it hasn’t changed much with the exception of the spot light.  The spot light has always been there.  Back when Air America first came upon the scene there were individuals on the right that called the business to complain, called the radio stations to complain which is the same thing the left had been doing with the right leaning programs for years.

I had always thought if you dislike this program so much why are you listening to it and noting everyone who’s ads fall in the program? Afterall, just because an ad falls in that program doesn’t mean that I buy that program exclusively, it most likely means that I buy that particular station during the day and it fell into that program.

If You Like Rush Limbaugh You’ll Like NPR:

Typically if the demographic for Rush Limbaugh, Hannity and O’Rielly are good for your business then NPR probably is as well.  Same demo just the other side of the isle.  These are the same group of business owners that put the community first.  Play a large role in ‘buy local’ campaigns, as well as play a part in the Chamber, the individuals and business owners that sponsor so many of your areas non-profit organizations and benefits, the volunteers and the people who do what they can to help drive tourists and business to the area.

So as a business owner, put politics and programming decisions aside and leave that up to the professionals who right now are doing a mediocre job of delivering us decent programming, but that’s another topic.  Remember it’s about demographics and lifecycle lifestyle that is going to purchase your products not Rush Limbaugh, or Bill Maher.  We don’t look at products being right or left, we look at products as a need or a want…

About the Author:

Mike Frey

Before co-founding Paradux Media Group, Mike spent more than 15 years in the world of marketing and advertising. While working with hundreds of locally owned businesses, he developed an appreciation for minimizing clients’ dollars while maximizing tangible results for those clients.

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  1. Mark on March 8, 2012 at 10:10 am

    I dont really know what are his views but I think that opinionated people are the best ones on this kind. I would definitely look for him.

    • Tisha Oehmen on March 11, 2012 at 4:12 pm

      Mark, you’re right. Opinionated people tend to have large and loyal following and from an advertising standpoint, can be very helpful. Thanks for stopping by!

  2. Greg on March 10, 2012 at 6:52 pm

    If it is really just the audience that matters, then that should give even more reason for advertisers to be concerned with who they associate themselves with.

    AOL understood this when they left, stating “one of our core values is that we act with integrity. We have monitored the unfolding events and have determined that Mr. Limbaugh’s comments are not in line with our values.”

    • Mike Frey on March 11, 2012 at 10:42 am

      Thanks for stopping by and commenting we truly appreciate it. Personally I agree with AOL, what they did and said. My problem with advertisers running, is the audience didn’t change two weeks ago with Rush’s comment, it’s been pretty much the same demo for 20 years, are they just now realizing that. Thanks Greg and have a great weekend.

  3. Paradux Media Group on March 12, 2012 at 8:30 am

    It’s always nice when your post gets picked up on a curated news source. This post was re-published on The Customer Collective

  4. chris on March 18, 2012 at 5:35 pm

    I think this is just the same as saying that you have to study or know your customers to be able to effectively to sell or make them buy your products.

    • Paradux Media Group on March 19, 2012 at 10:16 pm

      Exactly right Chris… Thanks for stopping by and commenting..

  5. Kate Brown Wilson on May 14, 2012 at 11:04 pm

    This is really a great article that will help a lot of people.I think that before we can sell we need to find or to make a unique brand. this will attract a lot of interested costumers.

  6. Philbeaux on June 26, 2012 at 5:40 am

    I remember when all this first happened and it was reported that many advertisers had dumped Limbaugh. My first reaction was ‘What idiots”. They’re throwing away potential customers in the name of political correctness.
    With the audience that conservative talk radio has, I’m sure that for every advertiser on those shows, there 2 more that would love to have their slot. The audience isn’t going anywhere. As a matter of fact, I bet 90% of his listeners agree with what he said.

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