Ironic, isn’t it?
Over Christmas week, we ran a “Best of” JacoBLOG post about the most admired radio personality – based on the votes of 1,000 American radio personalities.
If you didn’t read the post, I’ll spare you the suspense:
It was Howard Stern – and he won by a wide margin.
So, the strange coincidence is that his long-time nemesis, Don Imus, passed away the next day.
And of course, that started a torrent of response – good, bad, and yes, ugly – on social media.
I’ve written about Imus numerous times in this blog over the years. While he had little influence on me personally, he was worshiped by radio pros of a certain age whom I respect.
I’ve always been in awe of Imus’ ability to “jump shift” from one environment to another – a top 40 bad boy in Cleveland, the WNBC phase, his transition to WFAN 
mornings, and his remarkable years on MSNBC where we got to watch great radio in action. (Decades later, most air talent is still reluctant to show their faces, their teammates, their inner workings in a video format.)
The eulogies came pouring in as the news of Imus’ passing spread. And immediately, it started. The vitriol, the yelling, the debating, the love, and the hate.
Who was Imus?
On the one hand, he helped revolutionize “shock jock” radio while raising millions to help cure Sudden Infant Death Syndrome and other important causes. And on the other, his sarcasm, edginess, and tasteless comments hurt millions of listeners.
How can anyone say anything kind or respectful about a guy who routinely offended pretty much everybody at one time or another?
And yet, wasn’t he also a pioneer in personality radio broadcasting?
Since the news broke about his death, these diametrically opposed sentiments on social media have cascaded liked a broken sewer, spurring arguments and disagreements. Everyone has an opinion about whether Imus should be revered or reviled. And these questions began to surface:
Why was Howard Stern trending on Twitter?
Who was the bigger talent – Stern or Imus?
How will we remember Rush Limbaugh (and those in his wake), another personality who is both worshiped and despised at the same time?
In fact, much of the static, noise, anger, and love had little to do with the Imus’ talent and accomplishments. It became about us. How did Imus make us feel? Was he funny, influential, and an example for thousands of fledgling broadcasters? Was he a racist jerk, not always apologizing for his missteps later on?
I get it – when you make your reputation as a so-called “shock jock,” you deserve the brickbats, bombast, and bows that come your way. After all, it’s how your career was made.
It took Don Imus dying for Howard Stern to finally trend on Twitter. pic.twitter.com/KIdiRFuFgf
— Rob El (@RobEl77LGBTQ) December 28, 2019
When it’s time to go to that radio studio in the sky, the social media “community” contains the full spectrum of opinion – those trying to remember his career for what it was, with so many others arguing about what the guy said about this guy or that group?
Imus wasn’t a good guy on the air. He was racist. Openly. More than once. A homophobe. Openly. More than once. Death doesn’t change that.
— andy lassner (@andylassner) December 28, 2019
Some are inclined to let Imus off the hook – admitting that he was racist, sexist, and every form of “ist” there was. And like Stern, Limbaugh, and yes, Donald Trump, Imus managed to offend, piss off, and rankle just about everybody during his long career. But Imus transitioned – making the pivot from shock to substance (not unlike how Howard Stern is a very different performer today than he was on DC101, WNBC or WXRK earlier in his career).
Steve Goldstein – longtime radio programmer and now head of AmplifiMedia – was one of Imus’ biggest fans. Steve interviewed Imus while writing a story for his high school newspaper. Steve reminds us of the famous 7:30 block on WFAN where routinely, some of the biggest names in politics vied to sit down and schmooze with the I-Man. We’re talking John McCain, Bill Clinton, Mitt Romney, John Kerry, and other luminaries. And then there were the media stars – Andrea Mitchell, Tom Brokaw, Cokie Roberts, Jeff Greenfield, Bob Schiefer, and so many others who shared a mic with Imus and his team.
As Steve notes, “The maturation of Imus is similar to Stern’s trajectory. He knew he needed to move past dick jokes and duck quacks, and as part of his reinvention, he brilliantly broke new ground for commercial radio with his interviews. No one had done anything like that before. They were revealing conversations that in some ways are the model for so many podcasts today.”
If you watch “Morning Joe” on MSNBC – ironically, the show that succeeded “Imus In The Morning” – you clearly see the Imus influence: an informal round table, a smart cast, a sarcastic host, and a frank discussion of the world around us.
Morning Joe obviously owes its format to Don Imus. No one else could have gotten away with that much talk on cable news. Thanks for everything, Don, and Godspeed.
— Joe Scarborough (@JoeNBC) December 27, 2019
But sadly, Imus would drift back into those old, familiar, and offensive patterns. His passing is a reminder of those who courageously stood up to him – notably, journalist Gwen Ifill and Rutgers women’s basketball coach C. Vivian Stringer. They are as much a part of his story as any the rich, famous, and powerful who fawned all over Imus.
And so his death brings out the full rainbow of emotions, stirring perhaps the best and worst in all of us:
Don Imus was a legend in broadcasting. He gave money to charity. He had a family. Don Imus was also an abusive man who used his power to silence others. All of these statements can be true at the same time.
— Janice Dean (@JaniceDean) December 28, 2019
These are the times when social media becomes excruciating. Yes, everyone deserves a voice and the right to be heard. But when it turns into an angry, incoherent cacophony, what is being accomplished and who is being served?
Don Imus’ legacy will forever be debated for his role in personality radio as well as our culture. Imus is one among many amazing talents behind the mic with the ability to impact millions of listeners. Like Imus, some are highly polarizing figures who remind us how the airwaves can be a place where good and evil can be both spread and amplified – simultaneously.
Social media has become the virtual town hall where our innermost thoughts can be shared, often without any sense of responsibility or accountability. It remains a largely unpatrolled, unmanaged flea market of opinions that are the catalysts for love, hate, truth, and lies.
Sadly, Imus’ passing on Twitter and other social spaces reads like a reality TV shit show. But in a way, it captures the dichotomy that was his career. Put a pin in this one. There will be many other so-called “shock jocks” that will follow Imus in the coming years. It will be fascinating to see how they are remembered.
So long, Imus. Rest comfortably in the notion that you stirred up the emotional intensity in all of us. On a 1-to-10 scale, no one ever gave you a “5.”
A radio broadcasting original who helped others. A racist pig who routinely hurt others. A brilliant innovator who cleverly navigated a rapidly changing radio environment. A manipulative host who used his powerful mic to stir up hatred, while generating profitable ratings and making advertisers wealthy.
All of these statements can be true at the same time.
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Fred was inducted into the Radio Hall of Fame in 2018.
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One of the most intimidating parts of my job, when I was EVP/ Content & Programming at Cumulus Media and Westwood One, was to talk to it meet with Imus. He wasn’t Don. He was Imus. He was the I-man, he was Mr. Imus or he was Imus. I found him to be the ultimate professional. Once you weathered the initial testing and pushing what this crabby irascible man brought forward purposely to see who you were deep down. I enjoyed his talent, his understanding of who he was and what his show was and his openness to listen and talk. He influenced my career as an early programmer and talent when I listened to him on WGAR/Cleveland and I was in Wheeling, WVa. He taught me how to better understand great talent … when I met with him in-person. Say what you will … there was much to learn from who he was.
It’s great to hear from radio pros who knew and worked with him. It’s always easy to imagine what entertainers are like, based solely on their performances. Thanks for giving us insight about Imus, something so missing from the social media ranting and raving, Mike.
As always, Fred, you nailed it. I wasn’t sure how I felt when I heard the news of Imus’ passing. He hurt a lot of people along his way. He also inspired. It bothered me as people would say, “He was racist and said mean things *but* he was a great talent.” That makes me cringe. As if having talent dismisses his manipulative ways. Anyway. Thanks for this piece, Fred. Great read. -Lori
Like a lot of shock jocks (and you have a unique perspective on the “art form”), it’s always a tricky line to walk. There are multiple sides to all of us, and for a performer like Imus, that is very true. Thanks for taking the time.
Having worked with Imus for 4 years, I knew the “sober” Imus and the creative genius he was. He only did what he was expected to do as a radio pro, at a time when what he did was not only cutting edge, but many days, quite brilliant.
Don worked from 4am till 2pm every day, spending about an hour after his morning show taking a nap, and then bringing his crew into the studio to produce his next show. He would “circle file” about 1/2 of what they created each day, as he was his own worst critic.
The work he did for us on and off air for the Tomorrow’s Children Fund, should be his legacy. To simply call him a racist, is to unfairly define his brilliance.
RIP Don Imus.
Scott, appreciate your perspective from someone who got to know him professionally and personally. Thanks for the comment.
This 2006 Vanity Fair article on Imus is really good, The writer, Buzz Bissinger, spent a week with the I-Man, at work, at home, riding in his limo and meetings with his “boss”. During that week Imus was pissed off at MSNBC and refused to do his show on TV. Read it, it is very telling about who Imus was as a human being.
https://archive.vanityfair.com/article/share/2aaad6fb-d323-4949-9c1e-c509d59ea8b0
Robert, thanks for this. There’s also a good story in Medium by David Hinckley – here
Fred — Thank you for your thoughts about the life of Don Imus. They helped me understand my own mixed feelings about him. When he made his “career-pivot” to MSNBC, I recommended that NPR hire him to be host of Talk of the Nation.
That would’ve been a tough putt for NPR (but interesting how the late Cokie Roberts was a regular on his show). There are lots of emotions spinning around the I-Man.
He was abrasive as hell but with just as much love spewing through his veins after becoming sober, but he didn’t cross the lines of decency that Stern pioneered. Karmazin kept paying huge FCC fines for ratings and revenue and ultimately infected what we’re allowed to say on air today. Imus had more humanity in his fingernail than Stern will ever have.
Thanks for the comment, Jimmy. It’s amazing to me how these bigger-than-life personalities produce factions and tribes.
Great piece Fred. Thank you. I saw Imus standup at Jimmys while visiting Manhattan when I was a teenager. He was a big influence on my career path into radio. Had never heard such creativity on air or vinyl at that point in my life. Only regret is I didn’t listen to more of him when I was in the business.
Appreciate the thoughts, Todd. A one-of-a-kind personality, to be sure.
I am reminded that Imus was good friends with the late Robert W. Morgan, and they were interviewed together (!) back in the 1970s for one of the all-too-few issues of “Broadcast Programming and Production”.
The best line was when they were asked about the latter’s “Morganization” bit (a sort of “good luck” proclamation for a randomly chosen listener) and Morgan remembered that for several months when he was between gigs, Imus used the bit on his WNNNNNNNNNBC show. He remembered all too well, responding “I was gonna ‘Imusize’ them, but that sounded more like I was waxing their car.” (Run that in your head in his growly voice.)
That is the side of Imus I want to remember. Yes, he made more than his share of missteps, but at least he owned up to them, unlike a certain guy in DC who blames everyone but himself for his mistakes.
R.I.P., I-Man.
Well said, KM. There are many artists who have been guilty of bad behavior over the years, making it more difficult to appreciate their work. Imus has that effect on many. Appreciate you providing perspective.
Don Imus was original and highly polar, but in the years of working with more than 100 morning shows, I understood what he was doing. Create attention, build a cume and hope some of it converted to fans. Where else but America would an Urban cowboy, just a drinking buddie giving his opinions do that well? RIP cowboy, dd
Truly an amazing dude, and a great radio story – warts and all. Well put, sir.
Fred,
Great work. I became a fan of Imus during his first go-around at WNNNNNNNNNBC. He, certainly, brought out emotions from every part of the brain – anger, amusement, shock, gut-busting laughter, etc. No matter what one thinks of him, good or bad, he was, certainly, three things throughout his career: interesting, entertaining and compelling. Isn’t that what we ask of any air talent?
Excellent summation of an icon who was an influential and pivotal personality in our industry. I suspect Don would be fine with every word you wrote.
I hope so, Dave. As you can see by the array of comments this post generated here and FB/Twitter, all is in the eye of the beholder. Thanks for taking the time to weigh in.
When interviewed on Al Sharpton’s radio show to apologize for his “nappy” gaff, Imus said, “I don’t have any – we don’t have an agenda. Our agenda is to try to be funny. And sometimes we go too far and sometimes we go way too far. In this case, we went way too far.”
Probably a lot of truth there, Bobby. It’s easy to cross the line when the humor, by definition, is edgy. Thanks for this.
Let Imus’ passing be a call to address legitimate offense. Let it also be a call to not fear saying “lighten up” when appropriate.
Complicated balance, to be sure, especially in these complicated times. Even trying to determine what’s “appropriate” is a challenge.
Your post brought the paradox of Imus back to life for me. Like so many others, I grew up listening to him on WNBC. He was one of those responsible for my infatuation with radio from a young age. I remember, at age 12, being so excited to see him when he was scheduled for a personal appearance at a department store in Connecticut. I bought his “10,000 Hamburgers to Go” album and was first in line for him to sign it. After waiting about two hours, we were told Imus was running “a little late” because of traffic. Two more hours later passed, and he came flying into the parking lot in his Caddy and stumbled, completely bombed, over to the table where we eagerly waiting to meet our idol. He was drunk, belligerent and clearly annoyed that he had to waste his time with this collection of pesky fans. Imus burst my adoration bubble that afternoon, but I never lost appreciation for his talent. He was far from perfect as a person, but a brilliant performer. That description could apply to many politicians and celebrities, could it not?
It could. People are complicated, and talented people are perhaps even more so. Sometimes, it’s best NOT to meet an idol. Thanks for weighing in, Bruce.