The Imus apology tour -- it's not enough!

Expect some time in the next few days to hear that Don Imus is in rehab. Isn't that where everyone goes when they make a serious error in judgment?

As most people probably know by now, Imus made racially insensitive comments about the women basketball players at Rutgers University. These women are among the best basketball players in the country, yet Imus diminished them with racist comments calling them "nappy-headed ho’s."

Both NBC and CBS have suspended him for two weeks, but is that really enough? If this were his first offense a case could be made for giving him a second chance -- but this is at least his third or fourth chance.

This is hardly the first time Mr. Imus has made racially insensitive remarks during a broadcast. In a 1997 interview with “60 Minutes,” he said he chose one white staffer to tell racial jokes on his show. He once referred to the PBS anchor Gwen Ifill as “a cleaning lady.” And in 2001 he took a pledge, guided by the Chicago Tribune columnist Clarence Page, to refrain from making further racist comments on his program.

I'd like to suggest it's time for Don Imus to go.

Mr. Imus tried to stave off calls for his resignation by appearing today on a radio program of which the Rev. Al Sharpton is the host and making a more complete apology for what he acknowledged were “repugnant, repulsive, and horrible” comments.

Mr. Imus also said he was trying to reach out to the team, their coach and parents to issue a direct apology to them. Earlier today on his own nationally syndicated radio show, “Imus in the Morning,” Mr. Imus said he was a “good person who said a bad thing.” His statement this morning was part of a 10-minute “explanation” of the comments.

This is classic behavior for people with abusive personalities. They attack women, with words or their fists, and then think a simply 'I'm sorry' is enough. Sorry Don, it's not.

Contact CBS radio and NBC and tell them to Dump Don.