Imus in the Morning After Racist remarks may result in worse than suspension
Don Imus
Are MSNBC and CBS Radio being too easy on
Don Imus for
his racist remarks about the Rutgers University women's basketball team?
Other TV personalities and radio shock jocks have been yanked for making stupid, insensitive comments on the air that were not as incendiary as what Imus said — and the Imus in the Morning host is getting only a two-week suspension. NBC News executives say they believe that he truly regrets his comments and decided not to can him. "He gets why this is so wrong," one executive told the Biz.
But even though he's kept his job for now, Imus' career is doomed. The problem is that for too long, he's tried to have it both ways. In the 1970s and '80s he was inappropriate, outrageous and hilarious. Even if you considered yourself an enlightened person, you listened and laughed as if you were part of a secret club.
Then something changed. In 1992 Bill Clinton needed an image boost during his first run for the White House, so he called in to the program. The results helped Imus become a kingmaker. His show became a mandatory stop for political candidates who wanted to humanize themselves. Imus, who had a lot more time on his hands after he stopped drinking and using cocaine, started reading books and watching C-Span. He'd rave about Meet the Press as if it were Grey's Anatomy.
Meanwhile, the politically incorrect comedy continued unabated. The show became a bizarre mix of racist or sexist gags and serious segments with U.S. senators and Washington journalists. Imus doesn't get huge ratings on MSNBC (although they've been better lately), and his audience on the radio isn't as big as it used to be. But he has always been a favorite among older, upscale (and yes, mostly white) men who aren't all that easy for advertisers to reach. It's also an audience that still reads books. Journalists and politicians write a lot of books, and Imus is one of the few media outlets left that will give authors long segments, which can help them get on the best-seller list. That status has long inoculated him from any criticism of gags that crossed the line.
For some reason, the remarks about the Rutgers team pinned the needle. Imus has been exposed. Everything he does going forward will be parsed and examined. It's not so easy to be funny under those circumstances.
And his high-powered guests? Name a Democratic candidate for the 2008 presidential nomination who will go on the Imus program now. If they don't want to debate on the Fox News Channel, they sure won't be showing up on Imus. Sure, Republican candidate John McCain said he'll be back. People already think he's lost the election, so he's got nothing to lose. But every serious journalist — especially those who work for NBC News — will have to think long and hard before appearing again. Don't bet on it.
It's been a great run, Don. See you back at the ranch.