Bad Timing for Newsweek, Imus

It seemed a good example of media navel-gazing when Newsweek took the trouble to issue a press release on Dec. 7 announcing that the magazine had "officially" become an advertiser on the "Imus in the Morning" radio program. For 26 weeks, the release said, Newsweek's commercials would air on Imus' New York station (WFAN-AM). They would highlight the magazine's cover story and other features in that week's issue and would be "read live by Don Imus in his indomitable style."

Ah, but Newsweek's appreciation of the irreverent I-Man and his radio reach has soared since then. Last week's six-page cover story was "The Importance of Being Imus." Newsweek spokesman Roy Brunett said advertising was suspended on Imus' New York affiliate this week and last week so there would be no suggestion that the ad buy had anything to do with putting Imus on the cover.