Rush Limbaugh and Sean Hannity are the two most highly-rated conservative personalities on the air.
Credit: Politico

The world of political radio may never be the same now that Cumulus, the second-largest broadcasting company in the country, is dropping major conservative names like Rush Limbaugh and Sean Hannity.

The move came after talks between Cumulus and a division of Clear Channel called Premiere Networks fell apart over the cost of distribution rights. While Cumulus has been known to drive a hard bargain on costs in the past, Clear Channel is known to seek out big-money industry names.

Industry insiders cautioned that while Cumulus and Clear Channel have engaged in heated contract negotiations in the past-and worked it out in the end-Clear Channel is unlikely to bring the cost of distribution rights down to a level that will tempt Cumulus.

To fill the impending void, Cumulus has been quietly searching for new and local talent through radio talent agents and political insiders. Cumulus is also expected to move some of its existing shows-such as those hosted by Mark Levin and Michael Savage-into one of the vacant slots.