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Imus Returns: Will Advertisers Flock To Greet Him?

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Dec 3, 2007 7:07 pm US/Eastern

Imus Returns: Will Advertisers Flock To Greet Him?

Reporting
Pablo Guzman
NEW YORK (CBS) ― Don Imus returned to the airwaves Monday morning, adding two African-American voices to his cast. But how will advertisers respond to the "new-and-improved" Imus?

 During his reign at CBS' WFAN, right up to his dismissal in April over the remarks that were offensive to the Rutgers women's basketball team, Don Imus' morning show was responsible for more than half the station's nearly $51 million in revenue, making it one of the most profitable in the country. Advertisers flocked to the station despite Imus' controversial tendencies. So, how about now?

 "Well, there's controversy and then there's controversy," said Matthew Flamm, from Crain's New York Business. "I think most advertisers are taking a wait-and-see attitude."

While some in the public eye never got a second chance --- Jimmy the Greek comes to mind --- or are still waiting for act two --- Michael Richards --- both advertisers and guests loyal to Imus have stepped up.

Monday morning, historian Doris Kearns Goodwin was on the show, as were senators (and presidential candidates) John McCain and Christopher Dodd. Political operatives Mary Matalin and James Carville were also guests of Imus' first show back on the job.

Imus apologized on the air Monday and reassured listeners and members of the Rutgers women's basketball team that he would never say anything that would make them regret having accepted his apology.

After his apology, Imus also said that he had signed a five year contract --- and long-time listeners could pick up the gleam coming through the radio when he said, "that should give us enough time to get even with everybody."

Governor John Corzine issued a statement acknowledging Imus' apology today, but said he does not plan to appear on the show "any time soon." He does plan to see the Rutgers' women's basketball play tonight against Maryland.

(© MMIX, CBS Broadcasting Inc. All Rights Reserved.)

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© MMIX, CBS Broadcasting Inc. All Rights Reserved.