Friday, August 28, 2009

Is Howard Kurtz stupid or just in the tank for Fox News? Why can't it be both?

Look at this analysis:

Beck's charge was so incendiary -- and bizarre, considering that Obama's mother was white -- that even some conservatives winced. But boycotts rarely succeed in forcing anyone off the air, and indeed, Fox hasn't forfeited a dime. A Fox spokeswoman pointed to the network's statement: "The advertisers referenced have all moved their spots from Beck to other day parts on the network, so there has been no revenue lost."

Fox hasn't forfeited a dime? If the pre-sold spots go to different shows, then Fox is out the ad revenue that would have been collected from other advertisers who would have bought those slots, and Fox has to find new advertisers for Beck. Even if the pre-sold buys are adjusted to the higher rate for advertising on the other programs, Fox has to fill Beck's spots at the rate charged the companies who demanded to be taken off Beck's program in order to break even.

Did Howie confirm with Fox that that had happened? I don't see it if he did.

I just happened to be passing by Fox earlier in the week, and what did I see advertised on Beck? A product perfectly targeted for Beck's brighter viewers, but not one made by a company with the ad budget of an AT&T, Campbell's or Procter & Gamble, I suspect.

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