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Will Mike Huckabee’s New Radio Show Hurt Rush Limbaugh’s Numbers?
Mediaite ^ | March 12, 2012 | Josh Feldman

Posted on 03/12/2012 11:29:14 AM PDT by 2ndDivisionVet

Mike Huckabee is expanding his media reach to a radio program scheduled to start airing in April. However, the show is scheduled to be in direct competition with none other than Rush Limbaugh. In a column for The Daily Beast today, David Frum thinks Huckabee’s new show might end up hurting Limbaugh’s numbers, and gave some insight into the reasons surrounding decisions by advertisers to leave Limbaugh’s program.

Last month, Huckabee announced he would be doing the radio show for Cumulus Media Networks, while continuing to work the weekend shift on his Fox News show, Huckabee. His show has been distinguished as not a “conservative talk show, ” but “a talk show by a conservative.” When asked about the fact that his show will be broadcast opposite Limbaugh’s, Huckabee said he doesn’t see Rush as a competitor, and acknowledged that Limbaugh has a very loyal audience that has stuck with him for years.

That was last month. In the aftermath of Limbaugh’s huge controversy and advertisers leaving his program in droves, some are wondering if this will end up benefitting Huckabee’s show and giving him an advantage. Media Matters suggested that Huckabee would offer a “safe harbor” to advertisers who have no problem with buying ad space on conservative talk radio, just not where Limbaugh is concerned. Frum took it one step further today by laying out exactly why Huckabee will end up being a more serious challenge to Limbaugh’s radio dominance than previously imagined.

Frum explains that unlike most other radio hosts, Limbaugh charges radio stations for his content and charges incredibly high advertising rates. However, these deals are reliant on Limbaugh delivering strong numbers, and Frum says he has been “notably failing” in that respect. One metric advertisers really care about is TSL (time spent listening). Here’s how Frum breaks it down:

Here’s how this operates in the real world. Limbaugh knows that his share of big markets like Dallas or Atlanta has dropped from his old 5 percent in any given hour to, say, 3 percent. But if he can entice that 3 percent to listen twice as long, he can more than make up the loss.

That imperative explains why Limbaugh kept talking about Sandra Fluke for so long. He was boosting his TSL to compensate for his dwindling market share. Few things boost TSL like getting the old folks agitated over how much sexy sex these shameless young hussies are having nowadays.

So why are Limbaugh’s advertisers fleeing? Because according to Frum, advertisers are starting to “revolt… against the TSL strategy” and ask “that their purchased minutes be placed on some less-controversial program. And that’s exactly what Huckabee is offering. A show that’s “more conversation; less confrontation.” But any shifts won’t come quietly. As one radio veteran told Frum, “if just one station in a top-20 market replaces Limbaugh with Huckabee, it’ll be an earthquake.”


TOPICS: Business/Economy; Music/Entertainment; Politics
KEYWORDS: billmaher; davidfrum; fluke; gomerhuckleberry; limbaugh; mediaite; mediamatters; mikehuckabee; rush; rushlimbaugh; sandrafluke; talkradio
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Anyone here think Gomer Gantry's new show will hurt Rush?
1 posted on 03/12/2012 11:29:24 AM PDT by 2ndDivisionVet
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To: 2ndDivisionVet

WRKO counter Rush with Paid Programming.


2 posted on 03/12/2012 11:32:28 AM PDT by massgopguy (I owe everything to George Bailey)
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To: 2ndDivisionVet
Nope.


3 posted on 03/12/2012 11:33:21 AM PDT by PBRSTREETGANG
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To: 2ndDivisionVet

No, and no.


4 posted on 03/12/2012 11:33:41 AM PDT by jps098
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To: 2ndDivisionVet

He’d hurt Rush’s numbers a lot...if Rush retired. Otherwise, zero point zero percent chance.


5 posted on 03/12/2012 11:34:02 AM PDT by albie
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To: 2ndDivisionVet
Maybe he can talk about all the violent criminals he helped release from prison.

Maybe he can talk about the people they killed. Maybe he can talk about the police officers they killed.

I will never listen to that phony. I can't stand Huckabee.

6 posted on 03/12/2012 11:34:31 AM PDT by detective
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To: 2ndDivisionVet

Lol.


7 posted on 03/12/2012 11:35:49 AM PDT by chris37 (Heartless.)
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To: detective

him , Hannity etc are all the same.

They go with the establishment, have no balls and all they really care about is not picking a fight with the left, keep in with their elitist liberal pals like Colmes, Beckel , their own pockets and power


8 posted on 03/12/2012 11:36:07 AM PDT by manc (Marriage is between one man and one woman,It's not a conservative view but a true American view)
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To: 2ndDivisionVet

Divorces
Drug addiction
Phoney soldier - Harry Reid
Sandra Fluke

now,
Limbaugh faces his greatest challenge....
< echo chamber=on> Huckabee < echo chamber=off>


9 posted on 03/12/2012 11:36:51 AM PDT by kidd
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To: 2ndDivisionVet

Not a chance.


10 posted on 03/12/2012 11:36:51 AM PDT by John W (Viva Cristo Rey!)
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To: 2ndDivisionVet
Two chances:
Slim and None - and Slim took the last train out of town.
11 posted on 03/12/2012 11:37:17 AM PDT by grobdriver
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To: 2ndDivisionVet

I won’t even watch him on FOX News.


12 posted on 03/12/2012 11:37:20 AM PDT by FrankR
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To: 2ndDivisionVet
Will Mike Huckabee’s New Radio Show Hurt Rush Limbaugh’s Numbers?

No.

13 posted on 03/12/2012 11:37:55 AM PDT by Mikey_1962 (Obama: The Affirmative Action President.)
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To: PBRSTREETGANG

Vertical stripes are slimming. (That is one good look’n dog).


14 posted on 03/12/2012 11:39:40 AM PDT by DManA
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To: 2ndDivisionVet

Maybe it would help if he put an exclamation point after the name of the show, to generate enthusiasm in a tough time slot. You know,

Huckabee!


15 posted on 03/12/2012 11:40:08 AM PDT by kidd
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To: 2ndDivisionVet
gomer huckabee, gomer huckabee
16 posted on 03/12/2012 11:40:08 AM PDT by FrankR
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To: 2ndDivisionVet

Who is Mike Huckabee and why should I care?


17 posted on 03/12/2012 11:41:33 AM PDT by Gabz (Democrats for Voldemort.)
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To: 2ndDivisionVet

Huckaphony vs. Rush? What a laugh. Rush has been the king of radio for 20+ years, and shrill liberal feminazi hags like Gloria Allred and Jane Fonda are not going to dethrone him. Huckabee cant hold a candle to Rush.


18 posted on 03/12/2012 11:41:40 AM PDT by Astronaut
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To: 2ndDivisionVet

Two months and he’s gone from the airwaves.


19 posted on 03/12/2012 11:41:51 AM PDT by Peter W. Kessler (Dirt is for racing... asphalt is for getting there.)
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To: 2ndDivisionVet

Cannot stand the Rush wannabe!
Boy, Michelle, (my bell), should be their dietician.


20 posted on 03/12/2012 11:42:14 AM PDT by Bibman (Tea Party since 1976)
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To: 2ndDivisionVet
Anyone here think Gomer Gantry's new show will hurt Rush?


21 posted on 03/12/2012 11:42:26 AM PDT by humblegunner
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To: 2ndDivisionVet

heck NO!


22 posted on 03/12/2012 11:42:34 AM PDT by Rolltider
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To: 2ndDivisionVet

Cannot stand the Rush wannabe!
Boy, Michelle, (my bell), should be their dietician.


23 posted on 03/12/2012 11:42:39 AM PDT by Bibman (Tea Party since 1976)
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To: PBRSTREETGANG

I can not stand listening to Huck. Mr Civility. No thank you.

Anyone know how his tv show is doing in ratings? UGH. Watched it a few times and had to puke - especially during the “music” at the end.


24 posted on 03/12/2012 11:43:15 AM PDT by Reagan69 (I supported Sarah Palin and all I got was a lousy DVD !)
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To: 2ndDivisionVet
Not in a million years. Huckabee is, shall we say, a bit less than interesting.
25 posted on 03/12/2012 11:44:34 AM PDT by Dave W
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To: 2ndDivisionVet
So this hack goes to Media Matters to get their opinion of Rush Limbaugh?
26 posted on 03/12/2012 11:44:42 AM PDT by TexasCajun
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To: 2ndDivisionVet
Milquetoast will never trump True Grit.
27 posted on 03/12/2012 11:44:42 AM PDT by fish hawk (NAACP = Native Americans Against Corrupt Politicians)
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To: 2ndDivisionVet
Another Fox News channel lightweight tries his hand at radio.

In the near future, he and Bil O'Reilly will be sitting around wondering why their shows didn't do as well as they thought they would.

And in other news, Frum's opinion was sought out and published for insight into conservative talk radio?!?!?!?!!?

That's like asking Chaz for tips on picking up chicks.

28 posted on 03/12/2012 11:47:16 AM PDT by N. Theknow (Kennedys=Can't drive, can't ski, can't fly, can't skipper a boat, but they know what's best for you.)
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To: 2ndDivisionVet

How did that work for Bill O’Reiley?


29 posted on 03/12/2012 11:47:48 AM PDT by rwilson99 (Please tell me how the words "shall not perish and have everlasting life" would NOT apply to Mary.)
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To: N. Theknow

It worked so well for Bill... no one can even spell his name.

(see my post above)


30 posted on 03/12/2012 11:49:07 AM PDT by rwilson99 (Please tell me how the words "shall not perish and have everlasting life" would NOT apply to Mary.)
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To: 2ndDivisionVet

Huckabee beat out Rush?

Not unless people go for a goober playing a brown jug for three hours while spinning yarns about days past with some guys named Bubba and Cooter eat’n BBQ squirrel and chugging moonshine.


31 posted on 03/12/2012 11:51:01 AM PDT by dragonblustar (Allah Ain't So Akbar!)
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To: 2ndDivisionVet

ROTFLMAO!!!!!!!!!!!!!!!!!


32 posted on 03/12/2012 11:53:39 AM PDT by US_MilitaryRules (Unnngh! To many PDS people!)
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To: 2ndDivisionVet
Huckabee is about as entertaining as watching paint dry...So no...
33 posted on 03/12/2012 11:54:01 AM PDT by apillar
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To: 2ndDivisionVet
Anyone here think Gomer Gantry's new show will hurt Rush?

When this guy went on the radio, years back, he said publicly, loudly and over and over again that he'd crush Rush.

When did big mouth bill crush Rush?

O, reilly isn't on the radio any longer, so he gave up that top radio show?

Dingleberry, hahahahaha.

34 posted on 03/12/2012 11:55:18 AM PDT by USS Alaska (Nuke the terrorists savages.)
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To: 2ndDivisionVet

>> “Will Mike Huckabee’s New Radio Show Hurt Rush Limbaugh’s Numbers?” <<

.
No.


35 posted on 03/12/2012 11:59:09 AM PDT by editor-surveyor (No Federal Sales Tax - No Way!)
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To: 2ndDivisionVet
Will Mike Huckabee’s New Radio Show Hurt Rush Limbaugh’s Numbers?

No more calls please - we have a winner for stupidest question of the day!

I'm sure Mediate, as well as others, think this might happen.

36 posted on 03/12/2012 12:02:10 PM PDT by capydick (''Life's tough.......it's even tougher if you're stupid.'')
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To: 2ndDivisionVet

Well, Huckabee shouldn’t be betting the farm or his family’s fat-farm memberships on having any luck whatsoever against Rush. If he does, the farm will be lost.

Seriously, does anyone know if somebody (such as myself) who listens to Rush now on their iPhone gets counted in “the ratings”?


37 posted on 03/12/2012 12:04:55 PM PDT by House Atreides
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To: DManA

>>” (That is one good look’n dog).” <<

.
That’s his daughter!


38 posted on 03/12/2012 12:04:55 PM PDT by editor-surveyor (No Federal Sales Tax - No Way!)
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To: 2ndDivisionVet

The only numbers he may hurt are Jerry Springer’s ...


39 posted on 03/12/2012 12:06:40 PM PDT by tx_eggman (Liberalism is only possible in that moment when a man chooses Barabas over Christ.)
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To: 2ndDivisionVet

LOL! Yeah...he’ll have the same impact that Butthead O’Reilly had when he tried.


40 posted on 03/12/2012 12:09:56 PM PDT by pgkdan (Rick Santorum 2012. Conservative's last, best chance!)
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To: 2ndDivisionVet

Huckabee is such a bore...I’ll never listen to him...I detest him because he and his antics ushered in McCain last time....


41 posted on 03/12/2012 12:12:48 PM PDT by cherry
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To: 2ndDivisionVet

Huckabee on radio = Dukakis with a helmet in a tank


42 posted on 03/12/2012 12:15:33 PM PDT by N. Theknow (Kennedys=Can't drive, can't ski, can't fly, can't skipper a boat, but they know what's best for you.)
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To: 2ndDivisionVet

I can hear Rush now saying, “Come on in Huck, the water’s warm.”

Frum ignores the fact that the radicals with their hair on fire organized and jumped into attack mode threatening to boycott Rush’s advertisers. Not mentioning that fact (especially since some advertisers have asked to be reinstated) doesn’t evidently fit with Frum’s template - especially since most of Rush’s audience is 100% behind him in the Fluke dust-up.

Pssst: Frum, we LIKE that Rush can be confrontational. It’s what drives the left absolutely bonkers and drives more listeners to his audience (whether or not he talks about the left’s sex stories). Huckabee’s show will attract a completely different audience. I like Huckabee and wish him well. He will probably come to be known as the Lawrence Welk of radio.


43 posted on 03/12/2012 12:21:55 PM PDT by demkicker (My passion for freedom is stronger than that of Democrats whose obsession is to enslave me.)
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To: 2ndDivisionVet

It doesn’t matter what kind of ratings Huckabee pulls. He will be off the air in August when he joins up as Romney’s VP. As nauseating as it is I stand by my prediction.


44 posted on 03/12/2012 12:32:39 PM PDT by azcap (Who is John Galt ? www.conservativeshirts.com)
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To: kidd

< echo chamber=on> Huckabee < echo chamber=off>

I can just hear the parody playing now! Rush, is that you?


45 posted on 03/12/2012 12:40:47 PM PDT by poobear
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To: 2ndDivisionVet

Don’t make me laugh.


46 posted on 03/12/2012 12:41:36 PM PDT by rushmom
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To: 2ndDivisionVet

no.


47 posted on 03/12/2012 12:41:48 PM PDT by Yaelle (Santorum 2012 - we need a STEADY conservative President)
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To: 2ndDivisionVet

No competition. He isn’t that interesting.


48 posted on 03/12/2012 12:43:51 PM PDT by outinyellowdogcountry
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To: detective

You make it sound like Huckabee only has one topic for his new show (how the prisoners he released went out and killed cops). I don’t think you are being fair.

He can also talk about puppies his son tortured and hung to death. And how he tried as governor to help his son escape the bounds of justice. he could spend an hour or two on how he fooled all those people that he didn’t have a bypass and lost the weight through hard work — and how those suckers bought his dishonest book about it. he’s got lots of fun topics.


49 posted on 03/12/2012 12:46:25 PM PDT by Yaelle (Santorum 2012 - we need a STEADY conservative President)
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To: PBRSTREETGANG

While indeed the “slimming” striped shirts are the most jarring part of the photo, the most telling part is the poor dog. If your son had been arrested for torturing and then killing by hanging a poor hound, would you really want your Christmas card to show you choking your dog and yanking its leg to keep it in the photo????


50 posted on 03/12/2012 12:48:19 PM PDT by Yaelle (Santorum 2012 - we need a STEADY conservative President)
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