Don Imus Return Rumors, WABC Radio

WHY-MUS?

It's About Ratings, Not Race





*** NOVEMBER 1 UPDATE HERE ***


For the last few days, the mainstream media has been back into one of its periodic "Don Imus is returning to radio" rumor modes. And no I-Man coverage is complete without rehashing the now- tiresome debate over whether he has paid a sufficient price for his earlier misdeeds.

From today's New York Times, here's one such example:

The chief executive of the media company that is believed to be on the brink of returning Don Imus to broadcast radio said today that Mr. Imus’s firing by CBS Radio and MSNBC last spring was sufficient punishment for his derogatory comments about the Rutgers women’s basketball team and that he deserved another chance.

“He did something wrong,” Farid Suleman, the chief executive of Citadel Broadcasting, said in a telephone interview. “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.”

Mr. Suleman would not comment on widespread reports in recent weeks that his company was working toward an agreement with Mr. Imus. But three other people apprised directly on the status of the negotiations characterized the two sides as having reached an understanding for Mr. Imus to take over the 6 a.m. to 10 a.m. slot on WABC, its flagship AM station in New York City. Still, no contracts have been signed, which means that whatever agreement exists between the two sides could unravel.

If the negotiations proceed on course, though, Mr. Imus would return to radio in the New York City region on or around Dec. 1, said the three people, who spoke on condition of anonymity because the conversations are continuing. Mr. Imus would replace the morning talk team of Curtis Sliwa and Ron Kuby, whose next assignment — whether at WABC or elsewhere — has not been determined.

And from today's Washington Post:

Citadel Broadcasting, which owns 243 radio stations, including ABC Radio Networks, plans to put the I-Man in the morning slot on the powerhouse New York station WABC, the source said. The program would be offered in syndication to other stations around the country.

Imus is also seeking a television outlet to simulcast the show, but that is less definite. Imus has discussed the possibility that Fox Business Network, a new channel that Fox News is launching next week, would carry the radio show. The informal talks with Imus came at a lunch with Fox News Chairman Roger Ailes, according to a Fox executive, but there have been no serious negotiations.

Imus was fired in April by CBS Radio and MSNBC, which simulcast his show, after remarks that sparked a national debate about crude language and racial humor on the airwaves. He called the Rutgers University women's basketball team "nappy-headed hos," and apologized repeatedly after the comment was widely publicized. Members of the team later accepted his apology.

Here, it emerged that Imus is not likely to return to cable television at all and most certainly not at FOX.


What radio executives and the mainstream media are missing is the fact that Don's original comments and subsequent penance are completely irrelevant to whether he should return to the airwaves.

Instead, there are two key considerations completely left out here: ratings and revenue. Can Imus generate either one going forward? The easy answer is NO.

Before his high- profile termination earlier this year, the I-Man had slowly been fading in New York City's ratings for over two decades.

In syndication, he was almost a non- factor, primarily heard on a string of small stations in the Northeast. On the West Coast, he had never been a talk radio player.

As for revenue, he was generating good money for NBC via his MSNBC simulcast. But even if he is "forgiven" for past offenses, it seems unlikely advertisers will return to the show.

Keep in mind, many are afraid to sponsor political and issues- related talk radio as it is. Add the I-Man's baggage and finding advertisers becomes a futile effort.

It boils down to this: can a crusty voice of the past find a way to entertain today's 25-54 audience, or has WABC decided to compete with WOR for the 65 and older demographic?


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