CITRUS EXITS LIMBAUGH; NOW SEES STILL MORE AD VILLAINS

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Attention Sears, Snapple and Orkin: You could be next on NOW's hit list of "Rush Limbaugh Show" advertisers.

The Florida Department of Citrus is off that list. Last week, the state agency announced it wouldn't renew a $1 million buy on the conservative radio show, though it said protests by the Na- tional Organization for Women, National Association for the Advancement of Colored People and National Education Association weren't a factor.

NOW claimed victory and in a new direct mail piece accuses past Limbaugh sponsors Sears, Roebuck & Co.; Snapple Beverage Corp.; and Orkin Exterminating Co. of having "paid for him to accuse us of being Nazis."

While Mr. Limbaugh and fellow hosts Larry King and Dr. Dean Edell weren't paid spokesmen, the citrus department did place a 26-week buy ending next month on their shows. It will now focus on promotions and local ads. Saatchi & Saatchi Co., New York, handles.

"We have been very pleased with the results" of the buy, said Daniel L. Santangelo, the department's executive director. "While there are many factors that need to be taken into account ... orange juice sales this spring were the second highest they ever have been" at $121 million.

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