Imus in The Morning - Influence and Demographics

Influence and Demographics

Originally considered a shock jock, Imus turned his show more towards politics and news and gained public influence as a result. During the 1990s, Imus in the Morning became increasingly important as a useful, non-traditional platform for politicians to express their views and gain exposure. Former U.S. Sen. Al D'Amato (R-N.Y.) was one of the first officeholders to ingratiate himself with "The I-man", as Imus was frequently called by cast and guests. The show's many guests included prominent politicians such as Barack Obama, Joe Biden, Mitt Romney, John McCain, John Kerry, Vice President Dick Cheney, J.D. Hayworth and Harold Ford, Jr., as well as reporters and columnists from Newsweek, NBC, MSNBC, CNN, Fox News and other media outlets. Among the cream of the press who regularly appeared on the show were Tom Brokaw, Tim Russert, Dan Rather, Brian Williams, Andrea Mitchell, Cokie Roberts, Sam Donaldson, Howard Fineman, Mike Barnicle, Frank Rich, Jonathan Alter and Jeff Greenfield.

In 1996 as MSNBC was being launched, the original plan for weekday morning programming was to rerun the previous night's prime-time shows. However, NBC Executive Producer of Special Events and Breaking News David Bohrman suggested to NBC president Andy Lack that putting the newsmaking Imus program on the new cable channel was the right thing to do. Bohrman contacted Imus, and over the course of several visits and business conversations a deal was struck so that the radio program would be simulcast on MSNBC. Cameras were installed in the WFAN radio studio, and remotely controlled from MSNBC headquarters in New Jersey. One of the unique features of the first few years of the program was that the television version's commercials and the radio commercials happened at different times, which allowed TV viewers a voyeuristic view of Imus and his team getting ready for the next segments. The program was a huge success on cable news for quite a while. Bohrman (who Imus referred to as "Moosebutt") produced the first few dozen programs, then hired Terry Irving to become the day-to-day Executive Producer of the television version of the program. In 1997, Imus was named as one of Time magazine's "25 most influential people in America"; he was also on the cover of Newsweek in 1999.

In 2005, Imus in the Morning was carried by about 90 radio stations across the United States, although at the time of its 2007 CBS Radio/MSNBC cancellation it was carried by 61 stations. Arbitron analysis put the program among the most listened to radio talk shows in the United States, with about 1.6 million radio listeners per week.

In an April 26, 2005 article, David Kiley wrote in Business Week magazine that Imus in the Morning commanded higher advertising rates compared to competing talk shows with larger audiences, because the Imus show was less politically partisan and its demographics were "affluent, educated and influential men". Kiley also quoted former CBS News anchor and Face the Nation moderator Bob Schieffer as saying, "I don’t know anyone in Washington who doesn’t listen to Imus or watch him on TV. I get more feedback off my spots on Imus than from my own shows." (This included the former Howard Stern terrestrial radio broadcast. In comparison, Stern attracted more than 8.25 million listeners on half as many stations and Rush Limbaugh attracts 13.5 million listeners).

At the time of its 2007 MSNBC cancellation, Imus in the Morning averaged 361,000 viewers in the first quarter of 2007 and was up 39 percent over the previous year, ranking third among cable morning news programs in the Nielsen ratings, compared to 769,000 viewers of Fox and Friends on Fox News Channel and 372,000 viewers of CNN's American Morning. The program was reported to generate $20 million in annual revenue for WFAN, representing approximately 25 percent of the New York anchor station's revenue. Total revenue, including affiliate advertising and MSNBC, was said to be $50 million. MSNBC is said to have paid CBS $4 million annually in simulcast fees and to have averaged $500,000 per year in production expenses.

Imus generally selects country and western songs as bumper music, often playing them at substantial length, and he often promotes artists he likes such as Delbert McClinton, Lucinda Williams, Levon Helm, Little Sammy Davis, and The Flatlanders. Rock music, blues, oldies, rock and the occasional jazz piece is also used as bumper music. Imus is known for playing bumper music at a length that is unusual for talk radio.