The public will decide if Don Imus stays or goes

Imus biting, sometimes bitter, form of humor has made him a favorite of the more sophisticated radio audience and his guests often include the kind of politicians, authors and self-proclaimed (even, on occasion, real) intellectuals who wouldnt be caught dead trading barbs with the likes of Stern.

Things have changed, however.

On his April 4 show, Imus and his producer, Bernard McGuirk, were talking about the NCAA womens basketball championship between Rutgers and Tennessee that had been played the night before.

Rutgers lost the game to Tennessee. Imus was commenting on how ‘tough the Rutgers girls were in contrast to how ‘cute the Tennessee players appeared.

I wont repeat what Imus or his producer said. The comments have already been splashed all over the media and the actual video is available on YouTube for anyone who cares to watch. Besides, I dont want to have to go on Al Sharptons radio show and explain myself.

But I honestly dont think the remarks were racially motivated. They were racial, to be sure, in that they clearly referred to the fact that most of the girls on the Rutgers team are black. This is clear also from the reference to Spike Lees movie pitting one segment of black society against another. But I dont think Imus or his producer were motivated by racial prejudice.

No, the motivation was much simpler: a cheap laugh.

Anyone who has ever heard or watched Imus knows he can be mean. Sometimes very mean.

Hes far from the only media celeb who uses insults, name-calling and derision to get a laugh. Stand-up comedians have been doing it for years. TV hosts do it. And the tactic is rampant in talk radio.

Sometimes meanness can be funny, especially when skewing public figures or deflating oversized egos.

But it can also be very unfunny. When you insult, degrade or disrespect people who did nothing wrong. When you attack people for no reason.

Thats what Imus did last week. The Rutgers team made it to the finals and lost. They accomplished something. They had a right to be proud, even in defeat.

And Imus took some potshots at them for a laugh. I dont think he dislikes the Rutgers team heck, they probably didnt matter to him at all. The game was in the news and he made a comment he thought was funny. He likely didnt give it a second thought at the time.

He should have. Americans may enjoy insult humor, but they dont like bullies.

And Imus just threw out his most controversial comment without thinking it would have any impact at all. He made the mistake that a lot of whites make, assuming that because such words or phrases are so common today in pop culture that they could use them in a joke with impunity.

Well, that assumption came back and bit him hard.

Since the uproar started, Imus has been doing the ‘apologizing on steroids tour, insisting he isnt racist, admitting the remark was terrible, horrible, vile or whatever. The same thing every public figure who screws up has to do these days. Damage Control 101.

But a mere apology is never enough to please everyone. Its no big surprise that Sharpton and Jesse Jackson who have managed to make being offended a paying job are calling for Imus head on a platter. Both men are ministers. Arent they supposed to forgive? I always thought it was in the job description.

But they arent alone. Former NAACP head Bruce Gordon, who now sits on the CBS corporate board, also wants Imus fired.

Imus radio show originates from WFAN-AM in New York City. Westwood One syndicates the show nationwide. Both are run by CBS.

His TV show airs on MSNBC, which is part of NBC Universal.

For now, Imus hasnt been fired and starting next week will be sent for a two-week ‘time out to ponder his trespass.

And in the long run?

Well, lets just say as long as the money keeps talking, Imus will keep talking.

Big buck sponsors Proctor & Gamble and Staples have dropped Imus and Bigelow Tea is considering doing the same. Others, such as General Motors and American Express, are sticking around.

Now its up to the audience to decide if they will bail or still tune in.

And in the end thats what will determine whether or not Imus remains on the air audience and money.

All media radio, TV, the Internet and even we selfless scribes in the newspaper game makes its money from advertising. Anything that reliably gets eyes and ears then advertisers will pay for access.

So, should Imus be fired?

There is a lot of crap out there, on radio and TV, on the Internet and in print. But its only there because someone is listening, watching or reading.

So when you get right down to it, its up to you and me.

Its up to us to decide what we find acceptable, what we are willing to allow into our homes. Doesnt matter if its radio, TV, movies, online, music, print or whatever.

Figure out what your standards are and stick to them. Because we will get exactly what we show we want.