With all the media attention given to radio talker Don Imus over the past several days, one might think he's about to be fired.

But don't bet on it. He may well survive this second brouhaha over racial references on his morning talk show.

Or that's how media planners and buyers see it.

In a Media Life poll yesterday, readers were asked their reactions to Imus's reference to a black pro football player and his six arrests (Imus: "What color is he?” Warner Wolf: "African American." Imus: “There you go. Now we know.”)

Just 15 percent of respondents thought Imus would be axed.

Nearly half, 48 percent, believed it would blow over, agreeing with the statement:

"Yes, and quickly. This is a made-up controversy. Anyone who actually heard the audio knows that Imus was being sarcastic, it was just part of his bit. This is a total witch hunt."

And 36 percent thought this incident would die down but that bloggers and activists would be keeping a closer eye on Imus.

In a closely related question, just over half, 51 percent, said they accepted Imus' contention that he was being sarcastic when he made the remark.

Less than a third, 31 percent, thought Imus was spinning the truth, agreeing with this statement: "Imus hasn't earned the benefit of the doubt. It was pretty clear to me what he really meant by those comments."

The remaining 18 percent were undecided.

And if Imus has learned anything from this incident and the previous one, in which he referred to the Rutgers women's basketball team as "nappy-headed hos," that's not likely to tone down his provocative chatter, in the eyes of media people.

Asked how long it would be before Imus stirred up another controversy, nearly two thirds thought it would be just a matter of months--17 percent within three months and 42 percent in six months. Another 20 percent put it at within a year.

Also, it doesn't appear Imus is any less desirable of an ad venue in the eyes of media people as a result of this latest flap.

The question: From an advertiser's perspective, is Imus still a good buy?

Almost a third, 28 percent, said yes, agreeing with this statement: "You reach a desirable audience on a show that receives national attention, good, bad or otherwise."

Just 25 percent thought not, agreeing with this statement: "I would not want my client's products associated with someone so controversial."

The largest share, 47 percent, said it all depended on the advertiser, agreeing with this statement: "I would not recommend the show for some advertisers, those who avoid controversy, but for others I would. They don't care. They want the ears."

Still, if Imus does get fired by his new boss, Citadel Broadcasting, which syndicates his show, it could well be because advertisers pulled out, media people believe.

The question: If Imus does get the boot, what will be the deciding factor?

"A flight of advertisers from the show" was the top choice at 33 percent, and right behind that was "Citadel deciding it doesn't have the stomach for the controversy," at 31 percent.

Interestingly, media people don't seem to think public outrage would play a big role.

Just 10 percent thought protests from the likes of Al Sharpton would be the deciding factor, and just 14 percent thought that it would be a feeling on the part of the American public that Imus had to go.

That's about the same number, 12 percent, who thought Imus himself would decide to quit the show.