by John M. Curtis
(310) 204-8700

Copyright April 13, 2007
All Rights Reserved.

ixty-six-year-old radio shock-jock Don Imus completed his own electrocution, after CBS canned him April 12 for calling Rutgers' 2007 NCAA runner-up women's basketball team “nappy-headed hos.” Stirring social outrage was bad enough but riling the Rev. Al Sharpton and Rev. Jesse Jackson spelled the end to Imus' inept damage control. Ultimately, powerful commercial interests—the same ones that made Imus rich—pulled the plug on his celebrated radio career, voted in 1989 into the Radio Hall of Fame. With the bottom line shrinking, management couldn't afford to alienate advertisers or risk unsightly boycotts led by media savvy civil rights leaders. “He has flourished in a culture that permits a certain level of objectionable expression that hurts and demeans a wide range of people,” said CBS President Leslie Moonves, announcing Imus' firing.

      Imus crossed the line calling Rutgers' lady basketball players “nappy-headed hos,” something the 40-year broadcasting veteran should have known. Even his radio nemesis Howard Stern, whose own irreverent show moved from CBS to Sirius Satellite Radio Inc. Jan. 9, 2006, didn't utter racial slurs. Stern's shtick made be ribald, salacious and vulgar but it's not racial. Unlike Imus, when Howard Stern left CBS Dec. 16, 2005 for his $100 million deal with Sirius, CBS sued Stern for fraud and breach of contract. “I believe you are working for one of biggest jerks on the planet,” Stern told David Letterman Feb. 28, 2006 on his CBS late-night show. “You've worked for jerks and bullies who hide behind their press agents. Les Moonves is a bully.” Stern blames Moonves for sabotaging the careers of former “CBS Evening News” anchor Dan Rather and “60 Minutes” executive producer Don Hewitt.

      Both MSNBC and CBS gave Imus the ax because of repercussions from advertisers who didn't want to go to war with Sharpton, Jackson and the whole politically correct shake-down crowd, whose intimidation tactics bully high-profile businesses into making concessions. CBS made millions off of Stern whose show was syndicated by Infinity Broadcasting, the parent of CBS radio, in 1991. Imus was with CBS since 1979—28 years broadcasting what Moonves characterized as “objectionable expression.” Sharpton lauded Moonves for canning Imus, pledging to end the practice of degrading other people. “I think we've got to really use this to really stop this across the board,” said Sharpton, forgetting his incendiary remarks against New York prosecutor Steven Pagones, calling him a racist and rapist in the 1987 Tawana Brawley hoax, accusing six white men, including police officers, of rape.

      Imus handled his racial outburst poorly, chocking in up to trying to be “funny.” Appearing on Sharpton's radio show, he tried to apologize but got defensive. “Our agenda is to be funny and sometimes we go too far. And this time we went too far,” Imus told Sharpton, getting defensive when Sharpton asked for his resignation. Imus said he couldn't win with “you people,” a clear reference to Sharpton as a black man. If Imus couldn't contain his ire, he should have never appeared in public, no less speaking on Sharpton's radio show. “We the Rutgers University Scarlet Knights basketball team, accept—accept—Mr. Imus' apology, and we are in the process of forgiving,” said coach C. Vivian Stringer reading a team statement. Before Imus met with the Rutgers' team face-to-face, Moonves had already given him the ax, ending a predictable drama, hours after meeting with Sharpton and Jackson.

      When Moonves termimated Imus April 12, some questioned whether the punishment fit the crime. African American CBS board member and former head of the NAACP Bruce Gordon urged Moonves to fire Imus. “He's crossed the line, he's violated our community,” Gordon told the AP. “He needs to face the consequence of that violation,” sounding like he took Imus' remarks too personally. Imus was not convicted of rape, fraud, domestic abuse, child molestation or embezzlement. He committed the crime of shooting off his mouth, calling innocent young women “nappy-headed hos.” There's no specification in any federal or state law or any human resources manual that says it's automatic termination for making racially insensitive remarks. If it weren't for the prospect losing ad revenue or facing protests by Sharpton and Jackson, Imus would have received rehab.

      Imus added to his own demise by offering a feckless mea culpa. Had he profusely apologized, agreed to rehab and made amends with Rutgers' basketball team, he might have given his sponsors a reason to show mercy. Sharpton and Jackson might have softened up had Imus donated some cash to Rutgers' basketball program or some other worthy charity or non-profit. “When I look at it from my position as a director, where my responsibility is to represent the best interest of shareholders, it's more complex,” said Gordon, stating the exact opposite. “But at the end of the day, the image of CBS is at risk . . .The ad revenues of CBS could be at risk,” stating the simple—not complex—truth about why Imus got the ax: Moonves was worried about the bottom line. Instead of letting professionals do the mop-up, Imus jumped on the airwaves, tried to do his own damage control and self-destructed.

About the Author

John M. Curtis writes politically neutral commentary analyzing spin in national and global news. He's editor of OnlineColumnist.com and author of Dodging The Bullet and Operation Charisma.

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