Bob Quick looks at the recent controversy surrounding Rush Limbaugh in this week’s Programming To Win. Specifically, Quick examines how Premiere Radio Networks handled the troubles surrounding Limbaugh and his comments and notes that Limbaugh did his job: to create good content for his show.
By Bob Quick, Quick Radio Consulting
Bob Quick
Rush Limbaugh, prostitutes, and sluts.
Never thought I’d see those words used together in a sentence. Or for that matter, use them as an example for an article on radio station content.
I am a huge supporter of our Freedom of Speech, as are most broadcasters. We wouldn’t have an industry as we now know it without this freedom.
I believe that Freedom of Speech is the very core of our nation’s belief system. After-all, it is guaranteed in the First Amendment of the Bill of Rights in the United States Constitution. Without it, there is no basis for the Freedom of Religion, Freedom of Assembly or Freedom of the Press.
Rush is free to say what he feels. No one in his audience was offended by what he said, especially in the context that it was said. The FCC had no cause for an investigation. So, the Politically Correct Police tried to use the “power of the purse” to punish one of radio’s biggest stars.
It didn’t work.
Rush’s sponsors pay big money to advertise on his program because of who he is, what he represents, and the audience he attracts. Other sponsors have requested, on both the local and national level, not to be placed within his program for years, all because they are afraid of the controversy he can create.
Calling one “private” citizen a slut may be in bad taste, but it is well within Rush’s Freedom of Speech to do so.
As far as I’m concerned, calling a “public” figure a slut is in bad taste. But, that is also covered by our rights as citizens of the U.S.
To Rush’s credit he apologized and was an adult about the situation when he could have refused to do so. It was the right thing to do, even if he didn’t have to.
Controversial talent is paid to cause controversy. Premiere Radio Networks (and Clear Channel, its parent), by how they handled this situation, supported their talent. They didn’t have to. They could have folded and ran from the controversy like others have in the past. (Look up Imus on Wikipedia.) But, they didn’t and I commend them for it.
So, what lessons does this teach us about content?
Good content does three things…it entertains, provokes and engages.
Rush’s comments accomplished all three.
You don’t have to agree with the talent for it to be considered good content. As a radio company or station manager, you must support and foster your talent so they can create good content. Our content, as an industry, is what sets us apart from other media.
The television and newspaper pundits couldn’t kill Rush off. Neither could the social media frenzy he caused with his comments. A weaker company would have folded and fired Rush over this “bad press.”
Rush is still on the radio.
So, like Bartles and Jaymes used to say…and I say to Premiere…“Thank You for Your Support!”
Bob Quick is Chief Consulting Officer at Quick Radio Consulting. He specializes in medium and small market stations, mentoring future top 10 market PD’s. He can be reached at (706) 358-9103 or at bob@quickradioconsulting.com.
