WIBC Highlights Advertiser Prospects Associated With Dropping Limbaugh

Media Matters .org wrote:
Indianapolis' WIBC has broadcast Rush Limbaugh's show for 22 years. Despite this long history, parent company Emmis Communications announced April 13 that they are dropping Limbaugh's show from WIBC's lineup.

Charlie Morgan, an executive for Emmis, indicated that the decision to drop Limbaugh was about the "long-term direction of the station," but also acknowledged that there was a "business element to the decision." Underscoring the business considerations, Morgan explained to the Indianapolis Business Journal that the absence of Limbaugh could actually help WIBC's advertiser prospects:

   ' While Morgan expects some WIBC listeners to be "hugely disappointed" by the change, he said losing Limbaugh could open up the station to more advertising opportunities.

   There are some--primarily national--advertisers that refuse to air commercials during Limbaugh's show, Morgan explained. Emmis officials began notifying its advertisers of the change Monday.

   "We believe this could open us up to a new group of advertisers," he said. '