For Rush Limbaugh, The Damage Is Done

One week after it was first reported that talk radio giant Cumulus Media might cut ties with Rush Limbaugh and pull his show from 40 of its stations nationwide, the end result of the contractual showdown remains unclear. But we do know this: The damage has been done to Limbaugh and his reputation inside the world of AM radio as an untouchable star.

By opting to publicly negotiate its contract and making it clear the broadcast company is willing to walk away from his program, Cumulus has delivered a once unthinkable blow to Limbaugh's industry prestige. (Cumulus is also threatening to drop Sean Hannity's syndicated radio show.)

Even if Limbaugh wins in the end, he loses. Even if Limbaugh manages to stay on Cumulus' enviable rosters of major market talk stations, Limbaugh comes out of the tussle tarnished and somewhat diminished.

Recall that one year after Limbaugh ignited the most severe crisis of his career by insulting law student Sandra Fluke for three days on the air, attacking her as a "slut," the talker's team announced the host was unhappy with Cumulus. Angry that its CEO had been noting in the press how many advertisers Limbaugh had lost over the Fluke firestorm (losses that continue to accumulate), an anonymous Limbaugh source told Politico the host was so angry he might walk away from Cumulus when his contract expired at the end of the year.

Well, last week Cumulus called Limbaugh's bluff, plain and simple. And now the talker's side appears to be scrambling to make sure his show remains with Cumulus. But again, the damage is done. If Limbaugh really were an all-powerful source in AM radio, he would walk away from Cumulus. But he's not, and he can't.

Cumulus is reportedly driving a hard bargain and wants to reduce the costs associated with carrying Limbaugh's show, especially since he's unable to attract the same advertisers he used to. If in the end a deal is struck and Limbaugh stays with Cumulus for a reduced rate, what happens when the talker's contract expires with another large AM station group? Of course they're going to demand the same deal Cumulus got in exchange for keeping Limbaugh's show, or they'll threaten to drop the talker, too. And then on and on the process will repeat itself as broadcasters realize that maybe they can get Limbaugh on the cheap.

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