Why The Imus – Severin Flap Matters

 

Though some might be tempted to dismiss the Don Imus threat against fellow WTKK host Jay Severin as a Kerry-esque “botched joke”, there are reasons why it matters, especially from a media standpoint. Rather than boosting WTKK’s mediocre performance, this mess actually damages the station.

First, from the Boston Herald, the story:

(Image: Mark Garfinkel, Boston Herald)

Radio shock jock Don Imus insisted he was joking when he threatened to shoot WTKK host Jay Severin during yesterday’s St. Patrick’s Day broadcast in Boston – but Severin’s agent doesn’t buy it and called the I-Man’s explanation “pathetic.”

The early morning showdown at the Wilbur Theatre – where the 68-year-old Imus told Severin to get off the stage or he’d shoot him – sparked a war of words yesterday between the two camps.

“I heard that Imus’ spokesman tried to characterize this as an ‘obvious joke’ on Imus’ part. That’s pathetic,” said Severin’s agent and attorney, George Tobia.

“Leaving aside the utter inappropriateness of such threats in any context, including joking, that explanation does not fly,” Tobia said. “He threatened to shoot Jay. Twice. And in an agitated and menacing manner. It was not intended for the audience to hear, although a number of people did hear it. If he were joking, why did Imus order him away? That would not make sense.”

Imus spokesman Matthew Hiltzik shot back at Tobia. “With such a delusional, pitiful representative, it’s no surprise that Jay’s career is ‘shot,’ ” Hiltzik said.

The Herald disclosed online yesterday that the confrontation occurred shortly after 6 a.m. at the special Kiss Me I’m Imus event, when Severin went on stage during a commercial break to say hello to friends in the show’s cast.

What it means:

— This is NOT a stunt: it’s rare to see dueling agents lobbing grenades at the opposing side in such a vicious manner. They are normally FAR more careful and actually rarely intervene in public spats.

— When agents are stepping in, it means their clients are deeply upset, sensing potentially career-ending threats or some other danger.

— These particular representatives, especially Hiltzik, are well-known and have their own professional reputations to protect. That makes the language used here all the more unusual.

— Contrary to what you might believe, this is NOT good publicity for WTKK. Yes, we’ve seen Howie and The Felon take verbal jabs at one another, but on a far more subdued level and at a station widely considered an industry basketcase.

By contrast, WTKK may not be the most successful talk station out there, but it isn’t known for self-defeating public wars between key on-air hosts. It shows a lack of proper control over the station’s imaging and marketing.

— Beyond that, yesterday’s I-Man Boston show was bad radio, pure and simple. Driving to Providence, I caught quite a bit of it. The Andrew Dice Clay bit was sad and beyond pathetic. Imus is still hard to understand and the musical interludes are in the way. Sucking up to John Kerry and his other regulars was just not entertaining.

Though Imus has been on the wane for years, yesterday’s high-profile Boston visit was a disaster. There’s no other way to say it.

And with the talk fossil facing cancer, he had the potential for real audience goodwill, but instead ruined it by revealing he’s as unstable and frankly unentertaining as ever. His New England trip may accomplish what “nappy-headed hos” didn’t: the true end of a career.

As for WTKK, if they have a clue, station management should be preparing a Plan B for that morning drive slot. But this radio, where preparedness rarely makes an appearance.