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Depending on what side of the political divide you stand on, the news site, Breitbart, is either a beacon of light delivering the truth the mainstream media ignores or distorts, or a right wing rag full of fabrications and half truths that promotes racist, sexist and anti-semitic views-- or something in between.
Whatever the case, some advertisers, including Kellogg of Battle Creek have decided to stop advertising in the publication. Steve Bannon, Breitbart's chief executive, is one of the founding members of the publication board and is now President-elect Donald Trump's chief strategist and senior counselor.
Breitbart has declared war on Kellogg for withdrawing its advertisement and is calling for a boycott of the company, Mother Jones magazine reports.
"For Kellogg's, an American brand, to blacklist Breitbart News in order to placate left-wing totalitarians is a disgraceful act of cowardice," Breitbart announced in a statement on Wednesday. "They insult our incredibly diverse staff and spit in the face of our 45,000,000 highly engaged, highly perceptive, highly loyal readers, many of whom are Kellogg's customers."
Kellogg Co. spokeswoman Kris Charles told the Associated Press:
"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."
Inae Oh, associate engagement editor at Mother Jones writes:
The #DumpKellogg campaign marks Breitbart's most significant response to a slew of national brands that have said they would be pulling advertisements for similar reasons. Last month, a Twitter account called Sleeping Giants was launched to alert brands that their advertisements were being displayed on the site. Many companies are unaware of where their advertisements run because of programmatic advertising, a practice in which software automatically places ads in media outlets.
