IF IT was meant as a show of defiance, the return of advertising to the Alan Jones breakfast show has been a mixed success at best, with some advertisers signalling their withdrawal from the show for the second time in a fortnight.
After a week in which 2GB management suspended all advertising on the show in a bid to take the heat out of a boycott campaign that had prompted more than 70 clients to withdraw anyway, Jones's experiment with ABC-style broadcasting ended just after 5.30am yesterday.
One of the first ads to go to air was for Dee Why Grand Shopping Centre. But by yesterday afternoon, the retail complex said it had not intended the ads to appear on the show and had asked that they not be played there again.
''Our contract is with 2GB and we're running ads throughout the day. We have advised and requested that our ads be removed from the Alan Jones show as of today,'' a spokeswoman said.
Suzuki also claimed its advertising had appeared on the Jones program by mistake. The ads were there as a result of ''a scheduling error through our media company'', said Tony Devers, the general manager of Suzuki Australia.
''We've corrected that and removed our ads from the schedule for the time being.
''We're not taking sides. We just don't want to be involved in any controversy.''
Retailer Paul's Warehouse also announced it was withdrawing the advertising that had started again yesterday.
Tony Raya, who runs solar energy installer Metro Energy Group, professed himself surprised at having received about 70 emails and 10 phone calls in protest at his support of Jones's show, ''including one from a lady who was so upset she was crying''.
Mr Raya said he had booked ''about 30 grand'' worth of advertising across the schedule for last week and this week and had no intention to cancel. Despite Jones's well-known scepticism on green issues, Mr Raya said the advertising had been effective. ''I've got about 15 jobs out of it.''
One advertiser holding firm in support of advertising with Jones is the Nine network, which yesterday morning ran promos for its A Current Affair.
A spokesman for the network said Nine was a ''regular advertiser with 2GB in all sessions'' and added that ''the strength of the 2GB audience gives us the ability to reach our target demographics''.
Meanwhile, organisers of the campaign against Alan Jones have revealed that they have struck an agreement with Macquarie Radio Network to not target small businesses that advertise with Jones' show.