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The Most Expensive 4-Letter Word in Radio
RADIO ONLINE | Tuesday, May 8, 2012 | 6:54am CT
When Rush Limbaugh called Sandra Fluke a "slut" on the air he caused an onslaught of media and affiliate drama. We now know for the first time he also cost Cumulus Media millions in revenue. "A couple of million" dollars in ad revenue in the first quarter and "a couple million" in the second quarter" to be exact per Cumulus CEO Lew Dickey who talked about just how much the subsequent advertiser boycott cost his company during yesterday's company conference call. That comes to about a million a letter for one little four-letter word.
Of course America's short memory and propensity to forget and move on are the silver linings and Dickey says things look like they will be back to normal as of June. Limbaugh is aired in 38 Cumulus markets and Dickey blames 1% of the 3.5% drop in revenue for the quarter on the Rush boycott saying the company was "hit pretty hard by this." Dickey also said they used the controversy "put some winds at the sails" of the newly acquired Mike Huckabee show which Cumulus is busy marketing as a Rush alternative. (05-08-12)
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