The bad news just keeps coming for conservative talker Rush Limbaugh.
Which bulletin was worse, though? The news in April that he was being dropped by WIBC in Indianapolis, a booming talk powerhouse that played home to Limbaugh's radio show for more than two decades, or the news this
week that the talker's new address on the Indianapolis dial is going to
be WNDE, a ratings doormat AM sports station that has so few listeners it trails the commercial-free classical music outlet in town?
The humbling, red-state tumble is just the latest setback for the
conservative talker who has seen his once-golden career suffer a steady
series of losses recently.
Divorced from successful, longtime affiliates in places like New York, Los Angeles, Boston,
and Indianapolis, Limbaugh's professional trajectory is heading
downward. That's confirmed by the second and third-tier stations he now
calls home in those important media markets, and the fact that when his
show became available, general managers up and down the dial passed on
it. Apparently turned off by the show's hefty price tag, sagging ratings, and disappearing advertisers, Limbaugh continues to be a very hard sell.
It's a precipitous fall from the glory days when the host posted huge
ratings numbers, had affiliates clamoring to join his network, and dictated Republican politics. All of that seems increasingly distant now. With his comically inflated, $50 million-a-year syndication deal set to expire next year, Limbaugh's future seems uncertain. "Who would even want someone whose audience is aging and is considered toxic to many advertisers," asked RadioInsight last month.