Imus; Advertisers

Earlier today, in a Salon "letters" column, I wrote:

The only thing that will keep Imus from saying offensive things on the air is for him to be taken off the air. The only thing that will make that happen is for the corporate media entities which employ him to realize that it will cost them more money to keep him than to get rid of him. Pressure on the companies who advertise with those entities is the only thing that will get Don Imus off the air.

Tonight, the Washington Post reports that this is exactly the pressure that Imus' employers are starting to face.

As skittish advertisers began to pull out and calls for his resignation reverberated, embattled shock jock Don Imus yesterday continued a campaign of contrition over racially and sexually insensitive remarks he made, even while insisting that he shouldn't lose his national television show and syndicated radio program.

[...]

Three advertisers -- office supply chain Staples Inc., Bigelow Tea and Procter & Gamble -- said late yesterday that they would stop placing ads on the show out of dismay over Imus's comments. Any further defections could significantly erode economic support for a program heard in about 70 radio markets, including Washington. CBS Radio, which syndicates Imus, has not announced how it will fill the time slot when Imus's suspension begins on Monday. MSNBC said it would program expanded news coverage during the time.

For the first time, I think the "nappy-headed hos" remark has the potential to cost Don Imus his job. His employers are willing to withstand criticism on behalf of his dumb ass, but they're not willing to lose money. Maybe he can say he's leaving to spend more time with Alberto Gonzales' family.