the buzz log

If you've ever wondered what it takes to make it as a radio personality these days, take a look at Don Imus (+454%).

Along with lame "jokes" and a distinct voice, it seems the Imus school of radio excellence prescribes the curmudgeonly bullying of young athletes. We doubt you missed it, but Imus called the Rutgers women's basketball (+472%) team a bunch of "nappy headed hos."

Imus' ill-conceived remarks caused his previously flat buzz to jump into our top 100 searches. Queries for his show, Imus in the Morning (+338%) also rose to new heights. After this week's requisite apologies and meet-and-greets with Al Sharpton (+867%), the Imus buzz rolled on.

Far be it from us to belittle a competing medium, but is this the best that radio can muster? It's true that Imus and others of his ilk will probably always rise to the surface of drive-time radio. But we're hoping the buzz will die down on the I-man before his two-week suspension plays out.