[BC] Re: Imus Firing

[Robert Meuser]

Maybe you do not understand how that kind of advertising works.  Those 
advertisers had long term contracts. Two weeks would have made little 
difference and the account rep would have discounted spots during those 
two weeks or offered bonus coverage. The advertisers already knew that, 
they do deals like that all the time.  Sometimes points based on 
ratings. Sports coverage has this kind of thing built in as you don't 
know if a game is rained out or is a blow out or what. Rich Wood can 
explain in further depth WHY they pulled out.

R

mitters at aol.com wrote:

>Hello:
>
>I am rather confused about something and maybe you can help me sort this out:
>
>Imus was suspended for two weeks and _then_ his advertisers pulled their 
>commercials. HELLO! I'm sure those advertisers were paying a premium price to 
>advertise in the Imus show. If Imus is suspended, you would have to be one stup
>id 
>advertiser to continue paying those prices when the main draw for the 
>demographic that you're paying for, is not on the air. The news coverage is mak
>ing 
>this removal of sponsors sound as it those sponsors are protesting to what was 
>said.
>
>Then MSNBC decides not to carry the Imus show. Same reasoning! Imus is 
>suspended, why carry his show!!
>
>Today, CBS fires Imus because of the sponsor reaction supposedly to his 
>comments. Does CBS have memory failure?? They are the ones that gave Imus a 
>suspension. What did they expect the advertisers to do? Continue to pay top dol
>lar 
>for an Imus fill-in? Who would be dumb enough to do that?
>
>I just do not understand this part of the Imus ordeal. I have  my own 
>opinions about what he actually said and respect those who object to the commen
>ts and 
>those who don't. I am not confused about the offensiveness of what he said. 
>
>I AM confused about how CBS handled the suspension/firing; that's the part 
>that makes no sense.
>
>Help me unravel this.
>
>
>
>
>Jeff Glass
>
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