Imus Guests Will Return, But Advertisers are Less Certain
Many of Don Imus' former guests appear ready to return when his new show debuts on WABC AM on December 3. But what about his former advertisers?
Steve McClellan of Mediaweek recently dug into the question. Along the way he found some former advertisers who said they wouldn’t return to Mr. Imus (Sprint) some who are waiting on the sidelines (General Motors) and some who are committed to getting back in on the action (the Hackensack University Medical Center).
But, according to some industry experts, even with those advertisers who do return, Mr. Imus may not command the same high ad rates that he did before the controversy.
"According to ad agency executives, there will likely be a roster of Imus advertisers if, as expected, his previous audience tunes in to his new program," reported Mediaweek. "But some buyers also say WABC won't be able to command prices anywhere near as high as CBS outlet WFAN did before the host was fired."
"That's the fallout in all this," Dennis McGuire, vice president, regional spot director for Aegis Group's Carat told Mediaweek. "He's being given another chance, but he's not going to command the [price] premiums he once did."
I'm waiting to find out who the new sponsors will be of the new show so I can get shopping...I haven't bought one Proctor & Gamble product since April.
I'm waiting to find out who the new sponsors will be of the new show so I can get shopping...I haven't bought one Proctor & Gamble product since April.
Wishful thinking. Advertisers don't pay for programming they pay for audience. Value of Imus audience remains, there are only so many spots you can run in 4 hours. Supply and demand, broadcast is an efficient market...
Imus Advertisers will reach the most loyal audience radio has ever seen. That means fewer spots to get the frequency needed to change our habits.
Wish what you want....the Spring ratings book will be out the 3rd week in July (as always).
Imus will show the longest time spent listeneing for any radio show...period.
Get ready America...the last true voice of reason will return with advertisers & politicians lining-up.
greetings Don Imus is the last of his breed. Everything else is yada yada. He is a pioneer. This is his last rodeo. I;m sure he plans to make a final impression. Those who have wronged the IMAN beware. He does not forget or get mad; he gets even. Those who never listen to him are the harshest critics. Those who know him understand..Good luck to the Imus family.
Imus fans put their money where their mouths are and we buy the CDs, books and anything else Imus is selling. We trust him and he's turned us onto some great music over the years.
Still boycotting GM, P&G, Staples, American Express et al who betrayed ME when they hypocritically took off my favorite program in April
Like a deer caught in the headlights, CBS & MSNBC were unable to outrun Sharpton & Company last April. Rather than standing firm behind the principal of forgiveness or in the alternative, freedom of speech, they folded up the IITM tent and ran leaving IMUS & his fans to twist in the wind. Their performance was pathetic and not at all what I expected from a couple of large corporations.
IMUS should have been left to serve his 10 day suspension while the suits worked on damage control. His firing has only muddied the waters between folks of different backgrounds whose understanding of each other was already pretty murky.
December 03 is a new beginning for IITM. Loyal supporters are still on board. Ready to tune in & enjoy our choice of entertainment & news & spend money with the sponsors-both old & new. We will not soon forget this sad period and what was done to IMUS, his family & his charities.
This debacle will bring new listeners & viewers as well. In the end this episode will have dramatically increased Don's influence and his ability to sell cars, beverages or whatever.
Lord Hear Our Prayer!