Tuesday, March 6, 2012

Are Advertisers Making The Right Choice By Leaving Rush Limbaugh?

My latest on Mediaite: Are Advertisers Making The Right Choice By Leaving Rush Limbaugh?

Yes, I’m fully aware that Rush Limbaugh’s vitriolic and misogynistic comments have sparked a firestorm that has morphed into a full-on boycott. As of this writing, 15 advertisers have called it quits, and those who remain have few options — all of which are uncomfortable, and have the potential to affect the bottom line in one way or another. So which option should a company choose?
Should Advertisers Stay or Go?
It’s clear that if a company stays with Limbaugh, the negative press will continue and could lead to lower sales. No company can ever afford to embrace bad PR — especially if it’s due to something unrelated to their practices or products — particularly when the negative reaction is due to where they have chosen to advertise, a decision that is intended to create a positive consumer impression. On the other hand — and this is less spoken of — companies that quit advertising on Limbaugh’s show are almost certainly losing an opportunity to connect with Limbaugh’s estimated 15-20 million weekly listeners. (Admittedly, there are other shows and methods in which to reach this consumer segment.)

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