Originally Posted by Botnst
Yeah, that's more or less my understanding. Thanks for providing the details.
Essentially, the advertisers pay for the expense of the program, not the local station, allowing the local station to get national programming and also local advertising revenue. Why can't the people who hate Rush develop a similar approach?
I really don't think folks that dislike Rush really have a desire to develop a similar approach. As I have posted before, a bunch of surveys have shown for years, and Air America proved to those few that didn't believe the surveys that Liberals just don't listen to talk radio. No matter who the "host" is.
Broadcast analysts from Arbitron explained it that Liberals tend to listen to news, features and contextual stories on the radio [which explains All Things Considered and Morning Edition] but do not listen to someone expounding their view of the world, their beliefs/hates and have call-ins that reinforce those thoughts.
Only thing on your comment on Advertisers paying and not the local station, the local station DOES have to pay, either through their syndication fees or, if not part of a syndicate, through contract fees. That is churned through advertising, however so in the end, advertisers do pay for the shows.
Back in 1988, after I had been out for a year and a half, and just getting hard into consulting I looked at getting a small 5000 watt AM station with one of my consulting team. After all the research, we decided the $3.5Million initial costs were not really the way to go. Now, we would have done well in the long haul but initial costs bite. I still have most of the Gates Console equipment in storage that I had bought at an auction.