Advertisers Hold the Key To Imus's Future

In 1986, while talking about Martin Luther King Jr.'s birthday being made a national holiday, he said that if someone had "shot four more" everybody would get a whole week off. That comment lost him his job, but he later landed a new spot on the airwaves.

In 1999, he was back in the headlines when he played part of a Lauryn Hill hip-hop tune and said, "No wonder people drag them behind trucks" -- alluding to the torture-murder of black Jasper, Texas, resident James Byrd Jr.

That comment also caused him to lose his job, but today he is back on the air.

With Imus, it's still too early to tell what type of financial fallout there will be. But Dezenhall says: "The problem with Imus: he wasn't going after gangster rappers. He was going after women who by most standards are exemplary people."

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