"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"

This quote by Robert McChesney is describing the unequal power characteristics between radio hosts Jim Hightower and Rush Limbaugh. Regardless of having comparable rankings, marketers are more interested in Limbaugh's program than Hightower's. This is because of the content of their shows; Limbaugh's program is more in line with the interests of advertisers, while Hightower's show is more critical of the status quo. This quote highlights the power of advertisers to shape the media landscape, and how they can use their impact to promote certain messages and ideologies while silencing others. It likewise talks to the significance of media literacy and understanding the power characteristics at play in the media.