In a development future historians may see as quintessentially 2016, Breitbart.com has declared war on Kellogg. The news site's declaration of "#WAR" and call for a boycott came after Kellogg announced that it will no longer advertise on the right-wing site because it isn't "aligned with our values as a company," the Guardian reports. Other companies including EarthLink, Allstate, and Vanguard have also removed their ads from the site, which critics accuse of running racist, inflammatory content and having links to white supremacists.
In an angry response to the Kellogg withdrawal, Breitbart said the decision would make "virtually no revenue impact" on the company, but it represented an "escalation" in a war on conservatives by "leftist companies." "For Kellogg, an American brand, to blacklist Breitbart News in order to placate left-wing totalitarians is a disgraceful act of cowardice," said editor-in-chief Alexander Marlow. Breitbart claimed to have 45 million "highly engaged, highly perceptive, highly loyal readers" that Kellogg had "declared hate" for, though ComScore figures state that the site had 19.2 million unique visitors in October, the Los Angeles Times reports.