Rush Limbaugh to Stay on KSCO in Santa Cruz

Saying Limbaugh has made mistakes and apologized, and that his audience voted to keep the broadcaster, KSCO-AM (1080) owner Michael Zwerling said he will keep Limbaugh's show.

Some callers said they would leave the station if owner Michael Zwerling canned Rush Limbaugh's 9 a.m.- noon morning show. Others wondered if Zwerling would keep a member of the Ku Klux Klan if he got good ratings.

After two hours of heated calls, Zwerling, who has owned Santa Cruz's only commercial AM talk station, said he would keep the controversial syndicated host on the air here.

"Rush Limbaugh is a great broadcaster," said Zwerling. "He's human. He's made mistakes. He's apologized."

Dozens of advertisers have walked away from the show after Limbaugh launched a three-day rant calling Georgetown law student Sandra Fluke a "prostitute" and "slut" because she said the campus health care center should supply birth control to students, the way it does other medications.

According to the website Think Progress, 77 of Limbaugh's 86 advertising spots last Thursday were filled by free ads, as reported by the Huffington Post.

Lifelock is still a heavy sponsor, while others have dropped out, including: AccuQuote Life Insurance, Allstate Insurance, American Heart Association, AOL, Aquarium of the Pacific, Bare Escentuals, Bethesda Sedation Dentistry, Bonobos, Capital One, Carbonite, Cascades Dental, Citrix, Consolidated Credit Counseling Services, Constant Contact, Cunningham Security, Freedom Debt Relief, Geico, Girl Scouts, Goodwill Industries, Hadeed Carpet, JCPenney, Legal Zoom, Matrix Direct, Netflix, New York Lottery, Norway Savings Bank, O’Reilly Auto Parts, Philadelphia Orchestra, PolyCom, Portland Ovations, ProFlowers, Quicken Loans, Regal Assets, Reputation Rhino, RSVP Discount Beverage, Sears, Sensa, Service Magic, Sleep Train, Sleep Number, St. Vincent’s Medical Center, Tax Resolution, Thompson Creek Windows, TurboTax and Vitacost, according to Politico.com.

KSCO can be heard throughout Santa Cruz and Monterey counties and as far north as the Silicon Valley.

steph March 11, 2012 at 02:58 PM
I assumed that Michael and Kay Zwerling's moral bottom line must be at least a smidge over Rush's.....clearly I was mistaken.
Dorene Henn Dawson March 11, 2012 at 03:10 PM
This is very disappointing.
Joan B Gonzales March 11, 2012 at 03:39 PM
I stopped listening to Rush when ( several years ago ) he let loose on Hillary Clinton. As a female I was and am shocked that he can say such degrading things about a woman and still lay down with one. You say he has been married 4 times ? Oh, and his ins. pays for his Viagra !!!!
Joan B Gonzales March 11, 2012 at 04:03 PM
I need to find out which sponsors are sticking with him ?
Jrey March 11, 2012 at 06:47 PM
wharts disappointing? that the zwerlings arent taking rush off the air because you dont agree with rushs opinions? it has nothing to do with morals, as always in sc people are so quick to judge and not look at the big picture
tommy davis March 11, 2012 at 06:47 PM
Didn't hear anyone complain about Bill Maher, another double standard for the libs
Jrey March 11, 2012 at 06:53 PM
I commened them for not succumbing to pressure and continuing to broadcast something that is so controversial
Mark L March 11, 2012 at 07:43 PM
For the Zwerlings... it's all about the money... short and simple... always was, always will be... If you call what Rush said an apology, you will overlook anything to have an excuse to keep what you perceive to be a lucrative program on the air. I wonder how far you would let anti-semitism go before you pulled the plug? Oh, but slander of women doesn't count for as much? Give me a flying break. The Zwerlings have been transparent in what matters to them since day one. Boycott KSCO until it changes... pure and simple
Jrey March 11, 2012 at 08:32 PM
boycott KSCO until they do what you want? !? wow! that is as anti free speech as it gets right there
Jrey March 11, 2012 at 08:35 PM
its very simple if you don't like the content change the station, as I said that's the beauty of living in America, you have the freedom to say what you want and if you don't like whats being said you have the freedom to choose not to listen!
Jrey March 11, 2012 at 08:36 PM
...pure and simple
Old Timer March 12, 2012 at 01:25 AM
Letterman talked about Palin's daughter being "knocked up," Sarah Palin described as dressed in a slutty flight attendant outfit, Keith Olbermann on conservative columnist S.E. Cupp: Said her parents should have had an abortion. Keith Olbermann on Hillary Clinton: Said the best way to get her to drop her 2008 candidacy was to literally beat her. Keith Olbermann on Michelle Malkin: Called her a “mashed-up bag of meat with lipstick”. Bill Maher on Sarah Palin: Called her a “dumb twat” and “c*nt”. Chris Matthews on Secretary of State Hillary Clinton: Called her “she-devil”, “witchy”, “uppity”, and “Nurse Ratched”. Matt Taibbi on Congresswoman Michele Bachmann: “Batshit crazy” Matt Taibbi calling Andrew Breitbart a "douche" in his obit, Chris Matthews on Congresswoman Bachmann: “Balloon head“. Bill Maher on Palin and Bachmann: “Boobs”, “two bimbos“. Ed Schultz calling Laura Ingraham a "slut." Anderson Cooper said, “It’s hard to talk when you’re teabagging. Rachel Maddow echoed the same. The list of truly offensive sexual commentary goes on and on. I'll stop here because it only gets worse the more one looks into it. I don't recall any outrage about these comments, calling for firing, etc. What's up with that? This is all just another ploy to create yet another wedge, with the intent of keeping voters off the main topic; that is Obama's complete failure as POTUS.
Just One Vote March 12, 2012 at 02:11 AM
"Sticks and stones will break my bones but names will never hurt me." At least that's the story my parents told me and apparently so did Rush Limbaugh and Bill Maher's parents. That must be why both broadcasters continually spew vitriol and call it commentary. I understand the value of shocking words when you're trying to make a point. Slurs and epithets grab attention while information and objectivity elicit yawns. Diatribes trump any civil discourse and bring big ratings (translation money). Mom and Dad tried to teach us society's pack manners but they didn't foresee us paying big money to listen to these media hacks disrespect each other and us. But when I allow these media bullies to define WHO I AM, then I HURT MYSELF just as much as if they hit me with a VERY BIG STICK.
Support or Shun March 12, 2012 at 02:28 AM
Free speech goes both ways. We're keeping track of sponsors and stations at: www.supportorshun.com so anyone can get the latest information and make an informed decision. Like Rush and KSCO, continue listening, patronize the sponsors and let them know you support them. Dislike Rush and KSCO then shun/avoid the sponsors, tell your friends, spend your money at competitors, and listen to KGO. Pretty straightforward way to reinforce your position with action.
Erik Orgell March 12, 2012 at 03:27 PM
I just wrote an email to Michael asking him to reconsider his decision. I was not rude at all and simply explained why Rush Limbaugh should be removed. Also that his local sponsors will be called and asked to remove ads from his show and possibly from the radio station altogether.
Sharon McArthur March 13, 2012 at 03:42 AM
Joan Gonzales, Local plumbers are on Fujitsu General America web site ConstantComfort.com. Whitlow Concete was on this morning 475-4499. Think Local First has a web site ThinkLocalSantaCruz.org with a list of members who would probably like to know they are at risk of being mentioned on Rush. The twitter account @stopRush has loads of referrals you can go to. They/I are in it until Rush is off the air. Mike Huckabee would make a great replacement, imho.
Sharon McArthur March 13, 2012 at 03:49 AM
There's a great article on Freedom of Speech at http://bit.ly/x77Yeh It makes the case that this is not a Freedom of Speech issue, but a commercial issue. Rush can say whatever he likes, and I'm free to ask all his advertisers to move their ads or lose my business.
Sharon McArthur March 13, 2012 at 03:56 AM
Dorene Henn Dawson, Please don't be discouraged. If you twitter, search #stopRush and you'll see lots of ways you can make a difference. Rush's national advertisers have already stopped advertising with him so we'll hear a bunch of locals' ads tomorrow morning. All are nice people who would like to know which potential customers won't buy from them as long as they support Rush. Glenn Beck is now on cable because others did the same and contacted his advertisers. The effort to let Rush and his stations know how we feel about his behavior is local and and national.
D Phillips March 13, 2012 at 06:00 AM
I will continue to listen to Rush on KSCO and support KSCO and its advertisers. Liberals don't buy anything. They wait for the government to take it from someone else and then give it to them.
Butch Cole March 13, 2012 at 11:43 AM
Here's hoping that you do keep listening to rush and ksco....keeping you uninformed, ignorant, uncaring is their mission and they seem to be accomplishing it.....oh..and be sure to watch fox news....studies have shown that fox viewers are the least informed people on the planet.
Summer Hemphill March 13, 2012 at 05:54 PM
I thought I saw Rush Limbaugh sitting on the curb last week,but it was just a large trash bag filled with putrid cottage cheese ! If Rush is cancelled it will give his listeners more time to obstruct women's reproductive rights,suppress minority voters & attack gay people ! In a state where the voters prefer marijuana to Meg Whitman the few right-wing imbeciles left have to rally around something ! If you spent all your time listening to FOX News & Limbaugh you'd have trouble distinguishing facts from fiction too !!! Half of Republican voters in Alabama & Mississippi believe President Obama is a Muslim & this is the Republican base ? Evangelical Christian & clueless are apparently the same thing ! Did you know that the toothbrush was invented in Mississippi ? If it was invented anywhere else it would be called a teethbrush !!!
Butch Cole March 13, 2012 at 07:32 PM
Rising together March 14, 2012 at 03:25 AM
Rush did not MAKE a mistake... he is a mistake. And I have made my choice a long time ago... I simply don't listen to his diatribe. No real information is shared by him, just a lot of angry, mean spirited rhetoric.
Daishin Sunseri March 14, 2012 at 08:10 AM
I would like to know what local businesses in the Santa Cruz area are actual Limbaugh advertisers? I wish someone would list them here. I don't want to be patronizing such places.
margaret Anderson March 14, 2012 at 08:24 AM
Rush's comments are not under "freedom of speech" but "slander". Changing the station is like saying it is OK for him to continue in this manner. I also would like to know the local sponsors.
Mark L March 15, 2012 at 02:05 AM
Thanks Summer Hemphill... Now that is a crack up... which is a term that also must have originated in Mississippi. To be informed takes some effort... reading for one. People who are followers of Fox and Rush are also known to be the least literate and simple rarely read anything beyond the comic page of the newspaper. They enjoy the confrontation of talk radio more than an allegiance to actual fact and data.
Mark L March 15, 2012 at 02:18 AM
I know this may come as a shock to you Jrey, but how about the concept of a bit more fair and balanced (beyond the words only approach of Fox fake news) programming on the ONLY AM station in Santa Cruz? Rush does not encourage people to think, only to hate and bitch and complain and to spew falsehoods as fact. Do you also condone a station dedicated to racism under the pretense that one can just change the station? At what extreme do you set YOUR limits Jrey? Do you have any boundaries Jrey? Is all programming regardless of how "vulgar" and hateful, fit your definition of free speech? If so, then the only action left is to boycott the sponsors and vote with your wallet. Certainly you don't have a problem with that do you? That's all I'm advocating here. It got Glenn Beck pulled (how did someone so ignorant ever get a platform to begin with?) and that is yet another way our great system of "capitalism" works. What is your problem with asking people to vote with their wallets? Isn't that what the right wing does all the time? Don't like the left playing your own game? Poor baby... pure and simple.
Mark L March 15, 2012 at 02:22 AM
Someone never learned that two wrongs don't make a right. Obama is a complete failure? Osama is no more, the economy is recovering, children that never had healthcare do now, the auto industry is solvent and healthy again, and it goes on. Do you only listen to Fox Views? Facts just don't matter do they?
Brad Kava (Editor) March 15, 2012 at 06:54 AM
Daishin: there are no local businesses supporting Limbaugh. No ditto heads here.
Brad Kava (Editor) March 15, 2012 at 06:55 AM
Ya, Bill Gates, Warren Buffet, George Soros...they don't buy anything.


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