Fox News host Laura Ingraham could be facing an existential threat to her brief tenure as the host of a primetime TV show over her handling of a tweet mocking Parkland, Florida, school shooting survivor David Hogg, according to industry insiders.
“Her apology has been inadequate so far,” Joe Peyronnin, a former president of Fox News, told TheWrap. “If it is dragging down their revenues significantly and she has not addressed it in such a way that advertisers will return it could be fatal for sure.”
As of Friday, at least 10 sponsors had announced they would stop advertising on “The Ingraham Angle” despite her Thursday apology to Hogg for a tweet accusing the 17-year-old of whining about his rejection from four California colleges to which he had applied.
“It’s going to be a business decision,” Peyronnin said. “Look at how long Fox News hung on with people being charged with sexual harassment or mistreatment. It took them a while but ultimately when they saw their business being damaged for the long term, they made decisions.”
Also Read: Laura Ingraham Loses 8 Sponsors After Parkland Survivor David Hogg Calls for Boycott
One senior Fox News staffer said that the imbroglio is a major distraction for the network. “It’s disappointing. Just when we were out of the spotlight we find ourselves right back in the center. It’s distracting. It’s embarrassing,” the insider told TheWrap.
Though Ingraham has long been a fixture in conservative talk radio, she is a relative newcomer to TV hosting, only taking the helm of her own show in Fox in last October.
While she debuted to impressive ratings and scored an average of 2.6 million total viewers in February, she has lagged behind both her primetime colleagues, Sean Hannity and Tucker Carlson, as well as MSNBC rival Rachel Maddow.
Targeted advertiser boycotts are no laughing matter at the network. A sustained 2016 campaign led by the liberal watchdog group Media Matters for America ultimately led the channel last spring to cut ties with Bill O’Reilly — then its top ratings star.
Reps for Fox News did not respond to multiple request for comment over the matter.
Also Read: Michael Rapaport Rips 'Dog-Faced Animal' Laura Ingraham After David Hogg Dig (Video)
Others industry insiders were more hopeful that Ingraham could weather this firestorm, noting that the network was unlikely to want to be seen caving to left-wing pressure over a single tweet.
“Minus any new tweets from her I believe her job is secure. If she was fired over a tweet at the hands of what the right sees as an anti-2nd amendment zealot, Fox’s base (and the right in general) would revolt,” Jon Nicosia, a former managing editor of Mediaite and Independent Journal Review, told TheWrap via text.
“I think Fox saw 8 (and counting) advertisers pulling ads from her show and pressured her to say something,” he said. “Fox, no matter how much they want to stand behind their talent is not going to do It with a tweet like hers.”
Another former senior Fox News executive put it another way. “All you have to do is look at Roseanne’s success,” the individual said. “This [boycott] won’t mean a thing.”
Also Read: David Hogg Moves for Ingraham Knock Out, Urges Boycott of More Than 100 Advertisers
Jeff Jarvis, a founder of Entertainment Weekly and current professor of journalism at the City University of New York, said the Ingraham imbroglio was just another example of why advertisers needed to rethink traditional models of how to reach conservative audiences.
“I would propose to advertisers who want to reach conservative America that they would be well-served by pledging support to a new and less divisive and more responsible outlet,” Jarvis told TheWrap.
“When brands could not find the environments they wanted for their messages, they helped create soap operas and shows such as ‘Northern Exposure,'” he said. “Wouldn’t it be to their benefit to help fund an alternative to Fox News?”
The Evolution of Roger Ailes, From 'The Mike Douglas Show' to Fox News Innovator (Photos)
Roger Ailes, who died Thursday at age 77, began as a producer on a daytime show and went on to become a willy successful cable news network boss
The television executive has evolved from producing a talk-variety show to running one of the biggest satellite news television channel in the U.S.
Roger Ailes, who died Thursday at age 77, began as a producer on a daytime show and went on to become a willy successful cable news network boss
Born and raised in Ohio, Roger Ailes attended Ohio University as a young man, majoring in radio and television. During his time there, he served as station manager for the university's WOUB radio for two years.
Roger Ailes, who died Thursday at age 77, began as a producer on a daytime show and went on to become a willy successful cable news network boss
Ailes worked his way up to executive producer on the syndicated daytime talk show "The Mike Douglas Show," which began as a local program in Cleveland before expanding nationwide.
Roger Ailes, who died Thursday at age 77, began as a producer on a daytime show and went on to become a willy successful cable news network boss
In 1968, Ailes got an Emmy nod when "The Mike Douglas Show" was nominated for Outstanding Achievement in Daytime Programming, ultimately losing to NBC's "Today" show.
Roger Ailes, who died Thursday at age 77, began as a producer on a daytime show and went on to become a willy successful cable news network boss
After first meeting Richard Nixon on the set of "The Mike Douglas Show," Ailes was hired by the then-presidential candidate to be his media advisor during the campaign, which marked his first professional foray into politics.
Roger Ailes, who died Thursday at age 77, began as a producer on a daytime show and went on to become a willy successful cable news network boss
Ailes continued consulting on presidential campaigns, serving as media consultant for three successful Republicans: Nixon, Ronald Reagan and George H.W. Bush.
Roger Ailes, who died Thursday at age 77, began as a producer on a daytime show and went on to become a willy successful cable news network boss
Ailes produced the famous "revolving door" ad for Bush, which painted Democratic nominee Michael Dukakis as soft on crime. The piece was widely regarded as the most influential ad of the political cycle.
Roger Ailes, who died Thursday at age 77, began as a producer on a daytime show and went on to become a willy successful cable news network boss
In 1988, Ailes co-authored a self-help book with Jon Kraushar. "You Are the Message" shared Ailes' tips for effective communication and public performances.
Roger Ailes, who died Thursday at age 77, began as a producer on a daytime show and went on to become a willy successful cable news network boss
In 1992, Ailes served as executive producer on a syndicated late-night talk show hosted by right-wing radio host Rush Limbaugh, which ran for four years before coming to an end in 1996.
Roger Ailes, who died Thursday at age 77, began as a producer on a daytime show and went on to become a willy successful cable news network boss
Ailes was named president of CNBC in 1993, where he launched the new cable network America's Talking, which was shut down and replaced with future Fox News competitor MSNBC.
Roger Ailes, who died Thursday at age 77, began as a producer on a daytime show and went on to become a willy successful cable news network boss
Media mogul Rupert Murdoch hired Ailes to serve as founding CEO and Chariman of the Fox News Channel in 1996, which soon grew to become the most popular cable news network in the country.
Roger Ailes, who died Thursday at age 77, began as a producer on a daytime show and went on to become a willy successful cable news network boss
In 2016, Ailes was accused of sexual harassment by ousted Fox News host Gretchen Carlson. In July, Carlson filed a lawsuit against Ailes, claiming years of inappropriate behavior and sexual advances.
Roger Ailes, who died Thursday at age 77, began as a producer on a daytime show and went on to become a willy successful cable news network boss
On July 20, 2016, Ailes was forced to resign from Fox News amid the growing outcry over the sexual harassment allegations.
Roger Ailes, who died Thursday at age 77, began as a producer on a daytime show and went on to become a willy successful cable news network boss
Ailes died on May 18, 2017 at age 77.