Because Hightower's problem, among other things, is that advertisers would be a lot less interested in his show than in Limbaugh's, even if they have similar ratings, because of what Hightower is saying.
Robert Waterman McChesneyThe range of debate between the dominant U.S. [political] parties tends to closely resemble the range of debate within the business class.
Robert Waterman McChesneyThe relationship between the media owner, their relationship isn't strictly with people and audiences. It's also with advertisers, and that's the most relationship in radio; in fact it pays the bills.
Robert Waterman McChesney