The thorn in Glenn Beck’s side
For an article on The Moderate Voice, I interviewed Angelo Carusone, a Media Matters employee who has spent virtually every day for over a year methodically pressuring hundreds of advertisers into dropping Glenn Beck:
The “campaign” he referred to was Stop Beck, a project he launched in July of 2009, inspired in part by the success of a civil rights group called Color of Change in getting advertisers to back away from Beck. Carusone was a University of Wisconsin law student at the time and the dedication and discipline in how he approached the project was impressive: Every day he’d pick a new Beck advertiser and start a slow and steady drumbeat on Twitter and Facebook to pressure it to drop Beck. Within months he had amassed thousands of fans and followers, and many of them would flood the Facebook walls of these major companies and publish hundreds of @ replies aimed at their Twitter accounts, making it nearly impossible for the advertiser to ignore the complaints. While of course some silently withdrew their support, many of them publicly announced that they would no longer sponsor Beck on any platform. Though it’s difficult to discern how many sponsors had dropped Beck, many journalists pegged the number at over 300, and in the UK his program was running without any outside advertisers at all. It wasn’t long after Stop Beck launched that the only advertisers on the show were less reputable ones, like the Superior Gold Group, which had its assets frozen recently by a judge in California. “The week when they made the announcement [of Beck's departure] I was just making some final touches on some data, and what the data showed was that for the few advertisers who were running on Beck who had ads running elsewhere on Fox News — the same ads from the same advertiser would get anywhere from three to eight times more money on another Fox News show. Mind you they tout how great Glenn Beck’s ratings are, and yet he’s getting grossly lower rates than any other comparable show on Fox.” It also became hard after awhile to measure how many advertisers were steering clear of Beck, since some of them were doing so preemptively. “That was in part because we were very proactive in communicating to media buying agencies in the hope they would prevent for their own client the blowback of advertising on Beck,” he said. “So instead of going after one advertiser at a time, we tried to convince a media buying agency that Beck was a toxic place to advertise.”
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