How much more rope can Rupert Murdoch afford to give Glenn Beck and his brand of race-baiting demagoguery?
Back in February, when his New York Post published a cartoon widely perceived to be a racist slur on the new president, the media grandmaster himself issued a statement of apology:
As the Chairman of the New York Post, I am ultimately responsible for what is printed in its pages. The buck stops with me.
Last week, we made a mistake. We ran a cartoon that offended many people. Today I want to personally apologize to any reader who felt offended, and even insulted.
Over the past couple of days, I have spoken to a number of people and I now better understand the hurt this cartoon has caused. At the same time, I have had conversations with Post editors about the situation and I can assure you - without a doubt - that the only intent of that cartoon was to mock a badly written piece of legislation. It was not meant to be racist, but unfortunately, it was interpreted by many as such.
We all hold the readers of the New York Post in high regard and I promise you that we will seek to be more attuned to the sensitivities of our community.
So where is Rupert Murdoch now that Glenn Beck has brought the issue of racism to the company's doorstep again with his attacks on President Obama and his green jobs adviser Van Jones?
Observers believe Murdoch will be guided by financial calculation more than political correctness. Beck is among the Fox Network's biggest draws, and his viewership has increased by almost 30% since he said President Obama has "a deep-seated hatred for white people" before going on to say that "this guy is, I believe, a racist."
But the comment also has prompted a backlash from advertisers who have pulled their spots from the show in response to a campaign launched by Color of Change, a grass roots organization co-founded by Jones that is dedicated to strengthening Black America's political voice. More than 145,000 people have signed on to the Color of Change ad boycott campaign, and 57 advertisers -- including HSBC, WalMart, CVS, Geico and Proctor and Gamble.
In retaliation, Beck launched a campaign against Jones, now in its second month, highlighting evidence of a radical past, connection to 9/11 truthers, and releasing a video in which Jones calls Republicans "assholes." Jones has already issued two statements, apologizing for his comments about Republicans in one and disavowing his belief in the truther point of view that "high-level government officials may have deliberately allowed the September 11th attacks to occur."
The White House is now on the defensive, protecting Jones and his effective work promoting green jobs, but no matter the outcome, Murdoch and his News Corp. brand are in a vulnerable position. When the dust settles on Pennsylvania Avenue, Murdoch will still have to contend with the Color of Change campaign.
The group has yet to call on its members to boycott products of companies that advertise on Beck's show or to bombard them with phone calls. James Rucker said his organization is first giving companies the opportunity "to be responsible corporate citizens."
In New York, where over 50% of the population is now comprised of people of color, Murdoch was quick to issue an apology over publication of a cartoon widely perceived to be racist in The NY Post. He acted quickly lest the taint of racism erode the profitability of a key property in the nation's media capital and its ability to compete with arch rival Daily News. Earlier this year, his New York Post reported a 20% decline in circulation.
For now, Fox has claimed that the ad boycott has not harmed overall revenues, with advertisers merely shifting their ad buys away from Beck's show but not cutting spending. If the Color of Change campaign continues to grow and intensify, however, Murdoch will have to assess if Beck is worth the viewers he draws. Beck could do permanent damage to both Fox News and the News Corp. brand by associating both with unapologetic racism.
For now, Murdoch is making a short-term buck on Beck's race-baiting. Longer-term, it's a losing corporate strategy. The color of demographic change is trending darker, and companies will be forced to be sensitive not to offend their own workforce or their customers by supporting race-baiting speech with advertising dollars.
That's Murdoch's bread and butter, and Beck's attack on Jones to protect his own revenue stream has only amplified the success of the ad boycott and has really let the genie out of the bottle.
Color of Change couldn't have asked for a better endorsement than Beck's attack on Jones, and a belated apology from Murdoch similar to the one he issued in February, if it even comes, may be too late.
