Imus Coming Back? Will Sponsors Follow?
By Eric L. Hinton
October 08, 2007
He's back?
Not yet. But a recent report indicates infamous radio broadcaster Don Imus may be poised to make his inevitable return to the airwaves, just six months after a racially insensitive remark aimed at the Rutgers women's basketball team saw him bounced. Farid Suleman, CEO of publicly held Citadel Broadcasting, which owns ABC Radio Networks in New York City, said Imus had been punished enough and deserves a second chance, according to The New York Times.
"He did something wrong," Suleman said in a telephone interview with the Times. "He didn't break the law. He's more than paid the price for what he did. I think he should be evaluated by what he does going forward."
Imus' "punishment" for his "nappy-headed hos" remark was a $20-million payout from CBS Radio following his firing. And this second chance would be more like his 10th.
Then again, perhaps Imus would fit in nicely at Suleman's ABC Radio, which is also the broadcast home of conservative pundit Rush Limbaugh. Limbaugh stirred up controversy in 2003 by baiting Philadelphia Eagles Quarterback Donovan McNabb and more recently broadcast a video on his show created by satirist Paul Shanklin called "Barack the Magic Negro," referring to Democratic presidential contender Barack Obama. (See also: Obama Speaks Out on 'Barack, the Magic Negro' Parody)
Imus' brick bouquet at Rutgers' women's basketball squad was just the latest comment in a long history of racist and sexual commentary that include a 1997 "60 Minutes" interview, where he admitted he chose one white staffer to tell "nigger jokes" on his show and referred to PBS anchor Gwen Ifill as a cleaning lady. (See also: Don Imus Called Her a 'Cleaning Lady,' Journalist Gwen Ifill Answers Back)
With all his baggage, why bring Imus back? Money. Before the Rutgers debacle, it's estimated Imus was responsible for generating some $15 million in annual revenue for CBS Radio from corporate sponsors. If Imus does stage a return, it's unclear whether these sponsors would sign back on, according to Advertising Age.
Matthew Warnecke, vice president of local and national radio for MediaCom, told Ad Age he "wouldn't be surprised" if clients who had bought into Imus' shows previously signed back on once the firestorm passed. "It's up to the clients to decide what they think is right. We can guide them and will, but those who have been sensitive to an environment will continue to be sensitive," Warnecke said.
Among the advertisers Imus lost were Procter & Gamble, American Express and General Motors, Nos. 14, 23 and 34, respectively, on The 2007 DiversityInc Top 50 Companies for Diversity® list.
"At P&G, we're accountable to our consumers," said P&G spokesperson Jeannie Tharrington, explaining the company's rationale for pulling ads from the Imus show in April. "Any venues where our ads appear that is offensive to our target audience is not acceptable, which is why we're evaluating this situation further."
American Express had a similar response. "Our policy is not to advertise on controversial or offensive programming, and we work with various networks and media buyers to make sure that this policy is understood and followed," said company spokesperson Judy Tenzer.
But will those same policies apply now that the media spotlight isn't quite as hot?
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