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Don Imus will inherit a comically small audience on Fox Business Network

September 04, 2009 8:07 am ET by Eric Boehlert

The host probably sees his promotion this week as something of a career coup. But honestly, Don Imus could probably launch a lower power FM radio station that has a radius of five miles and land a bigger audience than the one Fox Business currently attracts.

We highlighted this recently, but with the Imus announcement this week it's worth circling around again for another laugh at Fox's expense.

Fact: Nobody watches the Fox Business Network. Okay, not nobody in the literal sense. But nobody in the sense that it's audience is so small it almost defies logic, let along statistics, or cable viewing tradition. Because according to the most recent Nielsen numbers, Fox Business Network averages 21,000 viewers between 5 a.m and 9 p.m.

You read that correctly: 21,000 viewers, in a nation of nearly 300 million people. Honestly, Don Imus could join the morning team on a top 40 station in Portland, ME., next week and have a bigger audience than the Fox Business Network.

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- by raine315 (September 04, 2009 8:46 am ET)
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  OH i have a feeling that will change. "Mr. Nappy Headed H0" is thought of somehat a maytr in the wingnut battle of free speech- many felt he should not had been fired for his comments about the women's basketball team. He will attract new viewers of the Fox Business Channel in the morning hours.
  
  Reply Report Abuse
  - by Morris (September 04, 2009 9:01 am ET)
    2
    
    Hmmmmm. DirectTV, which has significantly more subscribers than 21,000, has FBC as one of it featured channels on the "NewsMix" panel of channels. Maybe they see FBC as a potential growth channel. Worth thinking about.
    
    Reply Report Abuse
    - by bintx (September 04, 2009 11:27 am ET)
      2
      
      DirecTV was formerly owned by Murdoch . . . he sold it to a good friend in 2006.
      
      Reply Report Abuse
  - by bintx (September 04, 2009 11:26 am ET)
    1 1
    
    Imus is like old dynamite, very unstable. The folks at Fox supported him when he was fired . . . the whole false "free speech" argument that they promote. The problem is that Imus, while he considers himself a moderately conservative Republican and his wife is a RABIDLY conservative Republican, will say whatever he feels like saying. He's not afraid to attach Republican interests. I think that his tenure at FBN will be limited.
    
    Reply Report Abuse
    - by bintx (September 04, 2009 11:26 am ET)
      1
      
      that would be "attack."
      
      Reply Report Abuse
      - by John Paradox (September 04, 2009 1:21 pm ET)
        
        Works either way, though.
        
        Reply Report Abuse
    - by bintx (September 04, 2009 4:56 pm ET)
      
      Hey, why the thumbs down? I like Imus. I listen to him all the time. I just think that he will say something that the folks at Fox are not going to like. Imus says what he thinks . . . not much into niceties or political party interests.
      
      Reply Report Abuse
- by epkklk851 (September 04, 2009 8:56 am ET)
  2 1
  
  I don't like Don Imus, I had a radio station that I really liked, but they played Imus in the morning, so I listen to a different station in the morning. The station just changed format, he may not be there, so I may be able to listen in the morning, too. I need some good old rock and roll to get up in the morning, the mellow stuff I am listening to now doesn't wake me up, but the DJ's are okay and traffic reporting is really good.
  
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- by TheOneUnspoiledAmerican (September 04, 2009 9:25 am ET)
  1 2
  
  Don is old and antiquated and no one really listens to him but 50 plus right wing males and even that audience has dwindled considerably over the last 5 years. If his show was a television sitcom it would have been cancelled years ago due to poor ratings. He has less than stellar ratings now but yet he still earns millions a year even with his small monolithic audience- go figure.
  
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  - by wookie (September 04, 2009 10:25 am ET)
    1 1
    
    If his show was Happy Days this move would be Joanie Loves Chachi.
    
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  - by dmhack (September 04, 2009 11:26 am ET)
    1
    
    I can't believe people still listen to Imus, let alone watch him. The show is a snooze-fest from beginning to end. If I had to listen to Imus while in the car, I fear I'd fall asleep at the wheel.
    
    Reply Report Abuse
  - by omegamonkey (September 04, 2009 12:06 pm ET)
    1
    
    Imus guests include the likes of Senator Orrin Hatch, Carl Jeffers, Senator Chris Dodd and Jim Nantz, Mike Barnicle, Paul Begala, Michael Beschloss, James Carville, Bob Dole, Maureen Dowd, and senator Pete Domenici - just to name a few. His show is relevant and more bi-partisan than many would expect. He is "old" but he is not antiquated. I am Right of center on most issues but I've been around the block long enough to listen to folks who have been around the block on both sides of issues. I think Imus is a treasure to the uninitiated. Open your minds.
    
    Reply Report Abuse
  - by teddy_tucker (September 04, 2009 12:20 pm ET)
    1
    
    Chris Dodd and a lot of the liberals are on his show all the time. He obviously appeals to more than just the right wing.
    
    Reply Report Abuse
  - by bintx (September 04, 2009 4:57 pm ET)
    
    Hey, I"m not a 50 plus right wing male and I listen to Imus on occasion and have given money to his charities. He does good works.
    
    Reply Report Abuse
- by lvcp1524 (September 04, 2009 9:39 am ET)
  1
  
  I just can't understand how a person who claims to be in successful recovery can be in such deep denial regarding his own defects of character.
  
  Making amends is supposed to be the beginning of a new start, not a license to continue the same old behavior.
  
  He seems to be able to rationalize away all his hurtful actions and lies. Probably tells himself he's, "doing it for the family."
  
  Reply Report Abuse
- by ukelelelady11 (September 04, 2009 9:58 am ET)
  1 1
  
  I am sorry it took FOX anything to bring back Don Imus. I will one of those "nobody"s watching him. It's been much too long.
  
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  - by worrierking (September 04, 2009 12:25 pm ET)
    
    It was hasn't it?
    
    Reply Report Abuse
- by SLRTX (September 04, 2009 11:33 am ET)
  1
  
  Prerequisites to working for Fox (must answer at least 1 question "yes" in order to qualify to work for Fox):
  
  1. Have you ever been implicated in a felony, or lied under oath?
  Example: Oliver North
  2. Are you a racist?
  Example: Mark Fuhrman
  3. Are you a radical conservative?
  Example: Just pick anyone who works for Fox.
  4. Do you believe that facts are irrelevant?
  Example: see 3
  5. Do you find it impossible to tie your own shoes?
  Example: see 3
  
  Reply Report Abuse
  - by John Paradox (September 04, 2009 1:23 pm ET)
    
    5. Do you find it impossible to tie your own shoes?
    
    I have either 'slip on' (e.g. 'penny loafers') or 'buckle/velcro' type shoes... not a good sign.
    
    Reply Report Abuse
    - by SLRTX (September 04, 2009 1:57 pm ET)
      
      Ok. I guess the idea may have been lost on some of the readers.
      
      So let's clarify #5 so everyone can understand the gist of the question:
      
      If given the opportunity to tie your own shoes, can you do it?
      
      Of course people who can't tie their own shoes would tend to wear shoes that don't need to be tied. Otherwise, they'd be barefoot.
      
      I hope there is no further confusion on what is being asked here.
      
      I can use smaller words, if that will help.
      
      Reply Report Abuse
  - by bintx (September 04, 2009 4:58 pm ET)
    
    Racist doesn't apply to Imus. He's not a racist, he just said something stupid.
    
    Reply Report Abuse
- by steeve (September 04, 2009 11:43 am ET)
  2
  
  Fox Business is just following the Fox News business model. Lose huge barrels of money for several years while some Daddy Warbucks keeps you afloat. Then you have time to find out which lies attract an audience.
  
  It all proves that the free market favors conservative ideas.
  
  Reply Report Abuse
- by foghornleghorn (September 04, 2009 12:02 pm ET)
  
  I watch Fox Business only for Alexis Glick in the morning. She could be reading the phone book and I'd still watch.
  
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  - by John Paradox (September 04, 2009 1:23 pm ET)
    
    Do you mute the TV?
    
    Reply Report Abuse
- by teddy_tucker (September 04, 2009 12:05 pm ET)
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  FNC started out the same way. Now look. They dominate cable news. Don Imus has a lot of followers. It can only help FBN.
  
  Reply Report Abuse
- by mrmimmo7 (September 04, 2009 12:16 pm ET)
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  I am from New york originally and Don Imus was and is a Icon, as far as being so Right wing Conservative, he was against Bush when he was running against Gore and Also when Bush was going against Carey, Don Imus was a big Carey supporter. Imus was great because he got a multitude of Politicians on his show, but Democrats and Republicans. Regarding him being fired, there is a hellof alot more people on TV and Radio that have said worse. Don Imus is a comedian and a talk show Host, not a News person , so his comments about Nappy headed hoes although tasteless, were intended as a comedy, not as commentary, Go look at the comedic licensure of Chris Rock, Richard Prior , and Mencia,they say alot worse, nobody gets bent out of Shape with them. Imus has bben a equal opportunity offender, including himself. Did anyone ask for Letterman to be fired when He was talking about A Rod banging Sarah Palin daughter(even if he meant the older daughter) ,in the Outfield. People need to be consitant and not chant racism or hate crime when it only applies to them. Or they need to develop a thicker skin and not be put out by a poor, tasteless joke. So its okay to make Jokes about white people since they are the majority but leave the following out,blacks,latinos,Gays,Women, Dwarves,muslims,druids. Come on America lighten up.
  By the way I am not a 50 year white right wing nut. I am a 40 year Man with a sense of Humour, who heard so preety good Politicians on the Imus Show(I.E president Bill Clinton,Senator Carey,senator McCain,Mario Cuomo, Mayor Koch, Vice president Gore). So Good for Fox, and good luck to Don Imus
  
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  - by John Paradox (September 04, 2009 1:25 pm ET)
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    When did Jim Carrey run for President?
    
    Reply Report Abuse
  - by bintx (September 04, 2009 4:59 pm ET)
    
    Imus is a registered Republican and his wife is a hardline conservative. Imus is unique in that he will say whatever he wants about whomever he wants. . . the letter in the () is irrelevant.
    
    Reply Report Abuse
- by shaggles (September 04, 2009 12:50 pm ET)
  
  Imus might boost their ratings.
  
  Reply Report Abuse
  - by dmhack (September 04, 2009 1:10 pm ET)
    1
    
    Personally, if I wanted to watch a conservative in a cowboy hat I'd watch a John Wayne movie instead.
    
    Reply Report Abuse

County Fair is a media blog featuring links to progressive media criticism from around the Web as well as original commentary, breaking news and rapid response updates to major media events from Media Matters senior fellows and other staff.

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