Breitbart News is now the enemy, according to advertisers. Joining Allstate, EarthLink, and others is Kellogg Co. which has pulled its ads from the conservative site because it is perceived as a breeding ground for hate speech.
An announcement was made by Kellogg spokeswoman Kris Charles:
“We regularly work with our media-buying partners to ensure our ads do not appear on sites that aren’t aligned with our values as a company. We recently reviewed the list of sites where our ads can be placed and decided to discontinue advertising on Breitbart.com. We are working to remove our ads from that site.”
Along with these companies, the online ad service AppNexus Inc. barred the conservative website earlier this month from using its ad tools claiming Breitbart violated the company’s hate-speech rules, Bloomberg reports.
This pushback intensified as Breitbart’s former chairman Steve Bannon was hired on as chief strategist to President-elect Donald Trump. However, Breitbart CEO Larry Solov maintains the site “has always and continues to condemn racism and bigotry in any form,” despite the condemnation of others to the contrary.
As Bloomberg noted, Breitbart’s traffic has risen significantly. That’s true for other conservative outlets, too, as more Americans are moving away from a biased mainstream media. With over 19 million unique visitors in October, up 6 million over last year, Kellogg apparently doesn’t want to make breakfast great again. Instead, the company caved to social media activists who watch for ads to appear on conservative sites, screenshot them, and then pressure the company to pull them off.
One company not bowing to that pressure is Nissan. So far, the car company prefers to “place ads in a variety of sites in order to reach as many consumers as possible,” adding, “The placement of Nissan advertising is not intended to be a political commentary, and there are no plans to change the advertising mix at this time.”
One thing is for sure, conservatives love capitalism and will support companies that don’t discriminate against their beliefs. But as more and more companies alienate buyers by calling them all kinds of phobic, the free market will do its job of weeding out the winners and losers. After all, Kellog’s doesn’t make the only Frosted Flakes on the block.