Advertisers skittish over Imus scandal, pull ads
By Sue Zeidler
Reuters
Tuesday, April 10, 2007; 8:17 PM
LOS ANGELES (Reuters) - Companies including Staples Inc. are pulling their advertisements from Don Imus' show due to the furor over the shock jock's on-air racial slur about the Rutgers University women's basketball team.
Imus has apologized for referring to members of the team as "nappy-headed hos" on his April 4 show. CBS Radio and NBC Universal, which broadcasts the show on MSNBC cable television, suspended the popular personality for two weeks, beginning next Monday.
But that was not enough to satisfy Staples, the world's largest office supplies retailer, which had recently sponsored the Imus MSNBC TV show.
"Based on recent comments that were made on the show, it prompted us to kind of take a look at our decision to advertise and as a result we decided to stop advertising on that program," Staples spokesman Paul Capelli said.
Bigelow Tea, a maker of specialty teas, also said it was reviewing its advertising commitments.
"We're looking at whether we would or would not sponsor future advertising or sponsorships," said spokeswoman Deborah Graves, noting Bigelow's current cycle of ads had already been completed.
An executive for a leading media-buying agency said various clients were asking to pull their commercials from Imus' show, a ratings heavyweight for both MSNBC and CBS, but declined to give names.
"He's put himself in a tenuous position. Clients have asked us to pull their advertising because it's controversial and offensive," said Dennis McGuire, vice president and regional broadcast director for Carat USA, a unit of Aegis Group Plc which manages more than $6 billion in U.S. billings.
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