When the move to boycott Alan Jones began a week or so ago, the ‘savvy’ conventional wisdom of media experts was that advertisers might pull their ads for a while, but that they would be back as soon the fuss died down. The recent examples of Rush Limbaugh and Kyle Sandilands were cited in support of this claim. I don’t know about Sandilands (is there any info on advertisers who publicly dropped him, then returned?) but I don’t think Limbaugh’s case supports this claim, and the decision of 2GB to run Jones ad-free makes it even more problematic.
In the US, it seems that, far from returning to Limbaugh, big corporations have concluded that advertising on hate radio of any kind is a losing proposition, now that people outside the immediate audience are paying attention to what they are doing. Far from returning to Limbaugh they are pulling ads across the board, in favor of straight news shows, or away from radio altogether. The new model for hate radio is narrowcasting, as practised by Glenn Beck, who relies on his own merchandise and small advertisers. That’s commercially viable in a country as big as the US, but it ensures that Beck remains a marginal figure, with none of the influence he had in his days with Fox. Limbaugh hangs on, but he’s a much diminished figure, who no longer inspires terror, even among Republicans.
The 2GB “ad-free” strategy seems like a panic move. The obvious problem is that you are either ad-free or you are not. So, presumably they are planning on a relaunch, in which a bunch of advertisers return simultaneously, and with a fair bit of publicity. If I were the PR director of a major national company, I don’t think I’d be keen to be part of that. So, their best bet is to line a bunch of rightwing small businesspeople who are willing to take one for the team. Perhaps that will carry him long enough for some bigger companies to sneak back, but I doubt it. The boycott campaigners are seeking commitments to stay away through 2013. With no ads running anyway, making such a commitment, and getting loads of good publicity as a result, seems like a no-brainer for most companies.