Hello, Morning Joe?
Pol-Turned-Pundit, Scarborough is Eyed For Imus' MSNBC Slot
By Steve Donohue -- Multichannel News, 5/27/2007 8:00:00 PM
MSNBC is eyeing former Florida Rep. Joe Scarborough as a possible replacement for its Imus in the Morning program, which it dropped last month.
While network executives emphasize that they have not made a final decision on a replacement for Don Imus — whose simulcasted show was dropped from both MSNBC and CBS Radio after he directed a racial insult at the Rutgers University women's basketball team — they say Scarborough has impressed them on trial runs in the morning slot.
Scarborough currently hosts a one-hour newscast called Scarborough Country on MSNBC Monday through Thursday. He filled in the week of May 14 in the morning slot, with a show called Morning Joe that featured lengthy live interviews with notables such as Walter Isaacson, author of a best-seller on Albert Einstein, and banter with a collection of sidekicks with diverse professional backgrounds.
“Joe was on a week ago, and he put together a team of people [including African-American screenwriter and frequent National Public Radio guest John Ridley and MSNBC commentator Willie Geist]. And I think he really impressed people with his performance,” MSNBC general manager Dan Abrams said.
Scarborough was on vacation last week and not available for an interview, MSNBC vice president of media relations Jeremy Gaines said.
Abrams said Scarborough will take over Imus's old time slot again this week.
MSNBC has tested several replacement anchors and formats for the 6 a.m. to 9 a.m. slot since it dumped the Imus In the Morning simulcast on April 11. The network has tested other morning radio hosts, including ABC Radio's Larry Elder, liberal talk radio-program The Stephanie Miller Show, and Philadelphia-based radio host Michael Smerconish.
In addition to Scarborough, Abrams has also given NBC News talent David Gregory, Jim Cramer and Tucker Carlson a crack at the morning slot.
Cramer, who hosts Mad Money on CNBC, filled in during the morning slot on MSNBC last week.
He began the week on Monday sitting behind an anchor desk, but for the rest of the week walked around MSNBC's Secaucus, N.J., studio, relying on some of the props and sound effects that he uses on Mad Money.
“What we've been saying to all of the people that have been doing it in the morning is to do your own thing and try to make it work for you, and I think that's consistent with what Cramer has done,” Abrams said.
MSNBC's morning ratings have plummeted since it dropped Imus.
In March, the last full month it had Imus on the air, the network averaged a 0.4 rating and 316,000 households from 6 a.m. to 9 a.m., according to Nielsen Media Research numbers. So far in May (through last Tuesday), MSNBC is averaging a 0.2 rating and 177,000 households, down 50% from its March numbers.
Fox News Channel and its Fox & Friends program dominates the morning slot, compared to its cable-news rivals. Fox is averaging a 0.7 rating and 655,000 households in May during the 6 a.m. to 9 a.m. slot, while CNN is averaging a 0.4 rating and 351,000 households.
“There's no question that the numbers have been down since Imus left,” Abrams said. “I think the MSNBC morning viewers had become accustomed to seeing Imus in the Morning. And our goal now is to pick a new host and a new show and a new format, and build an audience again where people will come back to see that show,” Abrams said.
Asked if he missed Imus, Abrams said, “Sure we miss Imus. We miss Imus's program.”
While Abrams said the network hasn't set a solid timeline for picking a permanent replacement for Imus, he said a decision would be made “sooner rather than later.”
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Well, Well now I really believe that you and Ms. Brzezinski are really prejudiced. How in the name of God can either of you talk about race? I am sure that Ms. Brzezinski's family were born outside of the United States. At least Obama's mother was a person born within the United States as was he being born in Hawaii. How about you Joe(from whence did you come?) Obama has the best and worst of two races. He can think like the White man as well as a Black man. The hatred for Blacks shows on the face and in the words of both of you. Look at your video's and you will get the drift. Pat Buchanan is one prejudiced SOB and it shows in his words and demeanor. God will damn America (this is what will happen, it was probably worded wrong-read your Bible and draw your own conclusions) for all the wrong that was done to other countries. There is a difference in the wording that the media used. Say the words as they were uttered. Read your Bible and you will see what will be in the beginning of the end. Why do you think that the United States is superior to other countries? The United States has done crimes to others. Why do you think that the United States should be the only country in possession of nuclear weapons. The Bible said that the Land of Plenty shall fall. Who is the Land of Plenty? LETS QUIT PLAYING THE RACE CARD-DON'T LIE BECAUSE YOU KNOW THAT IT IS TRUE. THE WHITE RACE IS NOT SUPERIOR.
Anna M. Brooks - 4/28/2008 8:52:00 AM EDT -
Regarding Obama...Romney's religion was quite the issue, why is it so different for Obama? After watching Obama's minister, which scares me, do you think that Obama has distanced himself from a church and its teachings after being a member for 20 years? Give me a break. I'm Catholic and have been for over 62 years, do you think I could distance myself from the teaching of the Catholic church overnight. If Obama is elected, what office is this preacher going to hold. He seems a little radical to me. Shouldn't he be preaching togehterness, forgiveness, and integration like all the whites are suppose to do. This is an all black church, no whites allowed. Isn't this segaration in reverese? I watch the politics on all stations and everyone is afraid to say a bad word about Obama. Just like Geraldine Ferraro...I feel she was just stating a fact. If he were white with those credentials he would not have gotten this far. Look at the other candidates who do have more credentials...they have dropped by the wayside due to all the media hipe. The media chooses are candidates by the coverage they give and the news items that they run over and over and people eventually believe things they hear or read. Why is Obama untouchable and off limits to what the other candidates have had to answer to. Apparently, Obama's wife believes what their church preaches as this is the only time she has been proud of her country.
I believe the only smart one on the show is Meka.
Floyd Potteiger - 3/14/2008 8:44:00 AM EDT -
WHY DON''T YOU STOP BEING SUCH A PRICK JOE !!! MEKA IS TWICE AS SMART AS YOU ON MOST EVERYTHING.. YOU HAVE SUCH A ONESIDED ATTIDUE. JUST BECAUSE YOU WERE A REP. OR WHAT EVER YOU WERE. DON''T MAKE YOU SO DAM SMART. IF SHE SAYS SOMETHING THAT YOU DON''T LIKE YOU ACT LIKE AN ASS !!! AND STOP BASHING THE CLINTONS !! YOUR JUST JEALOUS BECAUSE BILL CLINTON IS 10 TIMES THE MAN THAT YOU ARE. HAVE YOU FORGOTTEN HOW MUCH BETTER THINGS WERE WHEN HE WAS IN OFFICE ?? AND YOU ARE A 2 FACED PRICK WHEN IT COMES TO JUST ABOUT EVERYBODY !! YA NEED TO GET IMUS BACK ON THERE !!!!!
Lee Reeker - 2/4/2008 8:36:00 AM EST -
McCain is too old, health not the best, a liberal, plus the immagration issue and his shady background in the past, we sure don't need that jerk as president.
Bill Scott - 1/29/2008 6:45:00 AM EST -
Its all Steve Capus and Lyne Pitts. We know that Immelt finally got to someone, and that moron with the dog turd on his head (Abrams) is going. Rosie was the bullit that put him under.
Jane - 11/8/2007 5:58:00 PM EST
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