Two Weeks, Just Right

Don Imus gets a two week suspension, which is about right. 

Let me walk you through how this works at a radio station.  They gather the sales people and find out how many accounts have canceled or have called and complained.  If the number is minimal, which apparently it is, they sit Imus down, make him sign some document the lawyers thought up (largely to indemnify themselves and to have in case Imus says something dumb again, then it becomes cause) tell him to show contrition and tell him to go tend to his horses at the ranch for a couple of weeks until the news cycles to something else and Jesse Jackson finds a new photo op to attend.

In the meantime, the big guys and the programming people have reviewed his contract, figured out what the buyout would be  (if it came to that) and very quietly research and identify potential replacements in the event they have to take Imus out. 

They will, over the course of the next few months, monitor both revenue and ratings, and if they seem to go into steep decline, Imus will be encouraged to "announce his retirement." Either that, or sensing the end may be near, Imus announces his intent to join the satellite radio world, the last free frontier.  How many Howard Stern firestorms have there been since Stern went over to satellite radio?  Exactly none.

Firing Imus would not be in NBC's or WFAN's best interests, given Imus' popularity in the nation's top radio market and his long service to NBC.  Allowing him to go out on his terms (with a gun pointed at him as he reads the copy) is probably how this will eventually be dealt with. 

If this had been anyone else, some guy in Des Moines or Panama City or Lubbock, chances are that while the firestorm wouldn't be as hot, the guy would have been immediately terminated.  But Imus is what is termed "a valuable asset" and the reality is it would cost NBC and WFAN more money to replace him then weather the storm that Al and Jesse continue to rage.  The bottom line in broadcasting is the bottom line and as long as Imus has value (which he still does), he's probably okay, although he has run out of magic bullets.

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