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“Regardless of one’s political views on the issue being discussed, we feel the delivery was degrading and the continued comments over several days to be egregious. As a result, we are discontinuing the Rush Limbaugh program on KPUA effective immediately,” New West president and general manager Chris Leonard said in a statement.

AOL said Monday that Limbaugh’s messages “are not in line with our values.”

ProFlowers, mortgage lender Quicken Loans, mattress retailers Sleep Train and Sleep Number, software maker Citrix Systems Inc., online data backup service provider Carbonite and the online legal document services company LegalZoom also left Limbaugh’s roster of advertisers. Allstate Insurance said on its Facebook page that it didn’t even know it was advertising on Limbaugh’s show and that it was correcting a media buy error by discontinuing its advertising there.

At the Pentagon, spokesman George Little said the military’s network will continue to air Limbaugh’s radio program and that he is unaware of any plans to review that decision.

The American Forces Network has consistently defended its inclusion of Limbaugh saying its programming reflects what the audience could hear at home, and that it doesn’t try to protect listeners from views with which they may disagree.

A 100,000-member veterans group, VoteVets.org, said it will be launching a petition Tuesday, calling on the Pentagon to take Limbaugh off the military’s network.

In Missouri, the state where Limbaugh was born, state House Speaker Steven Tilley defended a decision he made months ago to add the radio host to the Hall of Famous Missourians in the Capitol. Tilley said the hall honors famous Missourians, not “universally loved Missourians.”

Limbaugh sought to find some humor in the situation.

“I called myself to cancel my advertising. I got a busy signal,” he deadpanned at the start of Monday’s program.

Yet, he appeared defiant and suggested he’d have little trouble finding new sponsors.

“I reject millions of dollars of advertisers a year much to the chagrin of my hard-working sales staff,” Limbaugh said.

The tumult began last week when Limbaugh discounted Fluke’s appearance on Capitol Hill.

He said last Wednesday: “What does it say about the college coed … who goes before a congressional committee and essentially says that she must be paid to have sex? It makes her a slut, right? It makes her a prostitute. She wants to be paid to have sex.”

He dug in a day later, refusing to give ground.

“If we’re going to have to pay for this, then we want something in return, Ms. Fluke,” Limbaugh said. “And that would be the videos of all this sex posted online so we can see what we’re getting for our money.”

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