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One of Rush Limbaugh's original affiliates drops him because of his "toxic brand"

California's KOWL has dropped Rush Limbaugh's radio show from its lineup. Describing the station as "one of the original Rush Limbaugh affiliates," the announcement release emphasized that the decision was based exclusively on "economic reasons," citing Limbaugh's "toxic brand."
The release elaborated on the economic reasons: "And now the free market has spoken. Rush has repelled local, regional, and national advertisers from KOWL costing the stations thousands of dollars in advertisers." It went on to state that "advertisers would rather just avoid the whole station then take the risk of being associated with Rush's increasingly toxic brand."

KOWL's explanation for dropping Limbaugh's show is very similar to reasons offered by Boston's WRKO and Indianapolis' WIBC, which both recently dropped Limbaugh from their lineups. 

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