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Marissa Lingen

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Please to be clearing up confusion now thank you. [Mar. 6th, 2012|09:20 am]
Marissa Lingen

I am confused, so I turn to you, o livejournal, to help me.

Why are advertisers pulling their ads from Rush Limbaugh's show?

Specifically, why were any advertisers who cared even a little bit if he had any shreds of humanity left still advertising on Rush Limbaugh's show in the first place?

Of course it was horrible of him to call that poor woman a slut for daring to have a friend with such poor judgment as to get ovarian cysts and possibly even to choose to use birth control herself. He is a terrible human being who uses his radio show for terrible things. But here is where I get confused: what year is this? I know it's disorienting, what with Newt Gingrich running for president and all, but seriously, what year is this? In what universe might someone look up and say, "Wait! Rush Limbaugh! Not a contributor to civil discourse after all? Not someone we wish to associate our product with? Well, I never! Why didn't someone tell me? I thought he read the weather."

("Slutty feminazi showers that hate white people are brewing over the Northeast this weekend, probably to ruin capitalism....")

Sleep Number? Sears? Where have you been for the entirety of my adult life and incidentally much of my childhood? Rush Limbaugh has been this bad for quite some time now. Yes. This bad. Really exactly this bad. Why is now the time to notice? I guess better late than never, but...this late? Really? And you want a cookie? It's going to be one of the floor cookies the dog turned her nose up at, guys, because the rest of us? The ones with at least one neuron firing? Were well aware.

[User Picture]From: greybar
2012-03-06 05:33 pm (UTC)
Half-speculating here as I'm not a marketing specialist, half-factual from what I've heard from folks who are in marketing but were not referring to this case. Bottom line is that the marketing isn't as specific as people may think.

I think a lot of companies buy advertising in chunks with a venue. For instance, I buy 24 30-second slots on your channel for the next month. As part of the contract you agree that 6 of those will be during primetime and further that 6 more will be on this specific show that I know resonates with my customers. I want to be a named sponsor who the host of that show acknowledges in her own voice - and I pay extra for that. The other twelve you promise won't be between midnight and 5 am. We both sign the contract and walk away until renewal time.

Then I find out that some of those other 12 are on a show that really pisses off my customers. Crap. I never told the channel explicitly that I didn't want that show, and in fact part of my lower price was that they could fill in the empty slots wherever they needed it. From the channel's point of view if they had to specifically negotiate every slot one by one it would be a nightmare. "Yes, Mr. Customer, you can have the 12:15:30 slot during the Wicked Smaht News Analysis show."

So there's a lot more going on behind the scenes. Is the advertiser pulling all 24 slots off the channel - a big, ugly, contract thing with lots of impact to shows that aren't the objectionable one. Or are they saying. "Look, I know we signed this contract, but I want none of my free-floating 12 to be on that show, and now let's talk if I owe you something in return for that favor."
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[User Picture]From: greybar
2012-03-06 05:57 pm (UTC)
Following up on myself as I've been googling this lunchtime. I'm thinking that the larger the company is the more likely they have the time and expertise to control this, whereas the advice to small companies on a tight budget include things like this: "ROS commercials, otherwise known as rotator spots, are lower-priced commercials with a broad window of airtime although there are usually no guarantees when your commercial will air" (inc.com). But a lot of the media stories I see refer to customers as "sponsors" of the show, which implies a closer relationship and choice - I'm not 100% convinced that implication is accurate. On the other hand I'm not seeing any companies saying "we didn't mean to advertise there." On the other other hand, best practice for PR nowadays is to try to close the issue as fast as possible rather than try to make excuses - the excuses just keep you in the spotlight and make people mad.
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[User Picture]From: apis_mellifera
2012-03-07 02:52 am (UTC)
As someone who used to work in the media department of an advertising agency: yes, that more or less exactly how it works. You buy x number of ads to run at particular times of day and you can pay extra to get on particular programs or you can specify that you do not want your ads run during a particular program (at I think no extra charge, it's been a decade since I worked in advertising).
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[User Picture]From: dichroic
2012-03-07 02:54 pm (UTC)
This is what I think is happening too. Further, in cases like satellite radio, the ads may be spread over different stations, not only different shows, so they could run on radio shows with a wide range of content.
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