Imus left in 'a no-win position' _____________________________________________________________
By Peter Johnson USA TODAY 04/11/07
Experts say that MSNBC's firing of radio talk-show host Don Imus on Wednesday came as no surprise, given the nationwide furor over his calling the Rutgers women's basketball team "nappy-headed hos."
"When you combine race, gender and advertisers, you are in a no-win position," said Tom McPhail, a communications professor at the University of Missouri-St. Louis. "Today, with bloggers, all-news networks and preachers looking for a sermon, Imus was a shock jock in a new era of instant judgment. He failed the test."
MSNBC's move puts added pressure on CBS Radio — which announced Wednesday that it is sticking with its two-week, no-pay suspension of Imus and his radio program — to punish him more, says Tom Taylor, editor of Inside Radio.
And, he says, it comes as the nation's founding radio shock jock just lost a longtime ally in CBS Radio chief Joel Hollander, who left the network recently. Hollander's replacement, Dan Mason, takes over next week. "Joel was Imus' longtime protector," Taylor said. "We'll have to see how CBS and Mason now feel about him."
CBS executives would not comment but issued a statement saying that they will "continue to speak with all concerned parties and monitor the situation closely."
"His roots are in radio. He has been doing it since the early '70s," Taylor said. "I think his support there is more solid."
For MSNBC, dropping its simulcast of Imus in the Morning comes as the program has been on a ratings roll: 358,000 viewers, a 35% increase in the past year.
Just last week, after watching Imus' audience recently pull to within about 20,000 viewers, executives at archrival CNN switched anchors on the show that faces him, American Morning.
Imus was gaining on Morning at a relatively inexpensive cost to MSNBC: a $4 million fee to CBS Radio, which syndicates Imus to more than 70 stations, and the nominal cost of running several cameras at the program's studios at WFAN in New York.
It was a bargain for the perennial also-ran in cable news, which like all NBC News properties is dealing with mandated 10% across-the-board budget cuts.
In dropping Imus, NBC News also loses a valuable vehicle on which it regularly promoted its news stars such as Tim Russert, Brian Williams and Andrea Mitchell. They appeared regularly with Washington Post and Newsweek writers to give Imus, 66, "a steady flow of political insiders" on his show, said network news analyst Andrew Tyndall.
MSNBC will now expand its live newscasts to fill Imus' 6 to 10 a.m. time slot.
One of the show's top 10 advertisers — Procter & Gamble — pulled its ads Tuesday, and four more — GlaxoSmithKline, Sprint Nextel, GM and American Express — followed suit Wednesday, increasing pressure on MSNBC to drop the show. A sixth top advertiser, TD Ameritrade, was on the fence.
Yet despite the advertiser pullout, Taylor said that as of Wednesday, none of the advertisers has forever ruled out advertising with Imus again, a good sign for the beleaguered host who is planning to meet with the Rutgers women soon at an undisclosed location.
General Motors, for example, said in a statement that while it appreciated Imus' pledge to clean up his act, it would "suspend our advertising while we continue to monitor the situation." And the company said it would continue to be a "strong supporter" of Imus' ranch for sick children in New Mexico, his "extensive and ongoing charitable efforts to assist children dealing with the challenges of cancer and autism."
Earlier Wednesday, two Democratic presidential candidates weighed in. Sen. Barack Obama called for Imus to be fired and said he would never again appear on his show. "There's nobody on my staff who would still be working for me if they made a comment like that about anybody of any ethnic group."
On her website, Sen. Hillary Rodham Clinton called Imus' comments "nothing more than small-minded bigotry and coarse sexism. They showed a disregard for basic decency and were disrespectful and degrading to African Americans and women everywhere."
And Imus' problems spilled over to his wife: Deirdre Imus was forced to postpone the promotional tour for her new book, Green This!Volume 1: Greening Your Cleaning, which was scheduled to begin next week. "It was postponed because of the enormous pressure she and her family are under, and their first priority right now is family," said Simon & Schuster's Kristan Fletcher.
Dierdre Imus was set to appear next week on The View and Martha Stewart's syndicated talk show. Those appearances have not been rescheduled. The book, a guide to cleaning your home in an environmentally friendly way, was published Tuesday.
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