MEDIA MATTERS: Limbaugh Is FINISHED: "The Damage Has Been Done"
For Rush Limbaugh, The Damage Is Done
Blog ››› 4 hours and 11 minutes ago ››› ERIC BOEHLERT
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.
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Just look at what would likely happen to Limbaugh in New York City, the largest radio market in America. He's currently heard on WABC-AM, which has broadcast Limbaugh for decades and has served as his unofficial flagship station in America. But Cumulus owns the station and it's one that Limbaugh would get yanked off if the two sides can't come to an agreement. Where would Limbaugh likely end up in New York? On WOR-AM, a talk station that Clear Channel purchased last year, many observers believed, as a way to make sure Limbaugh would have a New York home if his deal ended at WABC-AM.
So what's wrong with Limbaugh moving to WOR-AM? Only the fact that the station's currently a ratings doormat, ranked 25th in that market with less than half the audience of WABC-AM. Yes, it's likely Limbaugh would improve that station's ratings if he moved over there. But at this stage in his career for Limbaugh to have to start over in the most important radio market in the country and do it on such a low-rated station? If you don't think that kind of demotion would sting, you don't understand the oversized egos that fuel talk radio in America.
the rest:
http://mediamatters.org/blog/2013/08/05/for-rush-limbaugh-the-damage-is-done/195228
= new reply since forum marked as read
He's sooner or later got to realize that the game is up. Hate no longer sells the way it used to. And the party he supports is no longer the party of Reagan. OK it is in that it's run by racists and ideologues whose only job it is to toy the line for the evil bidding of the upper 1%. But the simple fact is: he has become officially irrelevant, and that's a good thing! 
Nobody!
He has millions of listeners, someone else will pick up his show.
The main point of the article is not that Limbaugh's show is actually going to be cancelled. They're speaking in abstracts, about his reputation (such that it is). Their point is that even after he negotiates a new contract at a reduced rate (which, admit it, he obviously will), he'll be damaged good. Damaged to whom, exactly? The assholes who agree with the hate he spews aren't going to suddenly change their minds. They'll still be haters, tuning in to hate and fear every day, and happily rolling in it like a Labrador rolling in turds at the dog park. But Rush will get a new contract. And because of his rejection, he'll likely emerge and even angrier, more hateful specimen. But he ain't going away.
Thanks. I agree...the timing seems ripe to get it going again. I'm working on stuff for a couple of upcoming art shows right now, but I've often envisioned doing some new HOO Cares! strips. Maybe your post was the kick I needed!
"Damaged to whom, exactly?"
Sponsors. Hence, market share. Thus, profits... 
...one with a full bladder. Other than that, the world's got enough liars.
Fortunately, his message is about to become nostalgia radio.
The markets have decided.
Any demotion for the arrogant, ignorant blowhard is welcome. He knows damn well that everything out of his mouth is offensive. he counts on it. He's playing to a very specific crowd. The same idiots who would like to take us all backward in time - to the Dark Ages. 