The real reason advertisers should dump Rush
Who should advertise with Rush and who should not?
I've been thinking a lot about the recent Rush Limbaugh tirade against women lately and I think I've come to the conclusion that I've had it all wrong. I was lead by my emotions and anger over the treatment of a private citizen by this on air bully. But thinking more about the situation I can see how useful it is to have such a vulgar right wing personality around.
For several reasons:
- It wakes up women to the issues of equal rights that many might have believed had gone away.
- It exposes those who believe in the vile things Rush says when they rush to his defense. Better to have it out in the open instead of hidden in the locker room so you know where people stand especially elected officials.
- It highlights the far rights attack on women.
- It allowed President Obama a moment to show how decent a human being and father that he is.
- Shows how scared the GOP is of Rush.
Now as someone who has a degree in marketing and a work history in media specifically in area of buying advertising, I can say from a business standpoint the advertisers who are fleeing Rush are doing it from a public relationship standpoint but from a marketing standpoint they should never have advertised with Rush in the first place.
When you buy advertising there are two things that smart media buyers look for - reach and composition. Reach is the raw numbers. Rush reaches something like 20 million people. Composition is the percentage of that audience that meets your target.
For example if you were selling left handed toothbrushes, the composition of Rush's audience might be something like 10%. Where as if you advertised in "Left Handed Today" magazine the composition of the audience who are left handed might be 99%. If you are selling left handed tooth brushes, advertising in on the "New Products for Righties" TV show would be a waste of money.
Now you can imagine a profile of a regular listener to the tirades of Rush Limbaugh. Anyone who could listen to his rants on a daily basis instead of listening to say music or the thoughtful analysis on National Public Radio most likely has the following profile:
- Under educated
- Unsuccessful in relationships
- Unsuccessful financially
- People with too much time their hands (under employed, truck drivers, men over 30 who still live with their parents)
- List The Jersey Shore as classic entertainment
- Hate anyone who doesn't look like them
Advertisers throwing money at Rush must be just looking for reach. They just like the massive listener number and are hoping that in that millions of listeners they might just be a buyer of their product.
It's obviously a game for companies with too much money on their hands and not enough media savvy to target their messages better. Take Carbonite for example who recently dropped out of Rush's show. They sell online back up products. Do you think that people who listen to the rants of Rush day in and day out have anything important to back up? (Maybe their manifestos or porn collections). These listeners have most likely never graduated from high school, I don't think they are too concerned about losing computer files.
Sleep Number and Sleep Train I can understand. If you listen to Rush day after day its bound to lead to sleep problems. Who could go around all day hyped up on that anger and self pity and get a good night sleep?
Legal Zoom - ok here is a good match to Rush. No doubt living in trailer ville leads to all kinds of legal problems and anyone who treats women like dirt will end up with the need for legal help and when you only have your earnings from the 7 Eleven to pay for them it makes sense to turn to cheap legal advice.
Quicken Loans - Sorry advertising to people who can't qualify for a cell phone contact are not a good place to advertise mortgages.
The list goes on. Now who SHOULD advertise on Rush? Here is a list of suggestions:
- Tobacco Chew manufacturers - if anyone still dumb enough to tobacco it has Rush listeners.
- Adult diapers - For when listeners wet themselves over the things Rush says
- Truck Accessories - Like those steel balls loser construction guys hand off their trailer hitch
- Pajamagrams - For buying Momma a nice gift
- Self Help Books - because whistling at women who walk by the construction site just isn't working
- Rent A Center - for that big screen TV they want to get when they leave Momma's house
- No Doze - To stay away while driving that dynamite truck through populated areas
- Men's Magazines and Vaseline - To cool off after listening to a heated Rush show
- Chrome Auto Part dealers - For jazzing up that bomb of a car to get the ladies
- ED medications - Obvious.
Just thought. I'd love to hear your suggestions as to which advertisers should or should not advertise with Rush.
Please note, if Dittoheads post "I Love Rush so much I want to marry him but he's a dude and I don't go for that type" rants in the comments I'll probably just delete them. Keep it civil (look it up if that word isn't in your vocabulary).
Award for the Most Inappropriate Rush advertisers: Goodwill Industries, Girl Scouts of America
Company that took my advise and "rushed" in on an opening to reach this "quality audience": SeekingArrangement.com, a company that bills itself “the world’s largest sugar daddy and sugar baby dating website,