AAPL Stock: 117.81 ( -0.22 )

Printed from

JC Penney CEO Johnson defends choice of DeGeneres

updated 02:30 am EST, Fri February 10, 2012

Says comic 'captures what America is about'

Former Apple head of retail Ron Johnson, now CEO of JC Penney, has had to defend one of his first decisions in the face of an online campaign to force the company to abandon its new spokesperson, comic and talk show host Ellen DeGeneres. Accusing the company of "jumping on the pro-gay bandwagon" by hiring DeGeneres, who is an open lesbian, the 40,000-member group "One Million Moms" posted a note on Facebook and called on its members to call the retail chain.

The controversy has sparked a backlash that has brought calls of support for JC Penney, which is undergoing a revamp under Johnson. In addition to DeGeneres' own video posted to her nine million Twitter followers and a statement from the company saying they will not fire DeGeneres, Johnson came out strongly defending the choice, saying "We stand squarely behind Ellen as our spokesperson and that's a great thing, because she shares the same values that we do in our company."

"Our company was founded 110 years ago on The Golden Rule, which is about treating people fair and square," Johnson continued. "We think Ellen represents the values of our company and the values that we share." He went on to say that DeGeneres was picked as "the perfect [spokes]person, because we all kind of trust her. She's a very honest, straight-forward person ... it's been unbelievably wonderful to work with someone who is so kind, so gracious, so funny, and who I think captures what America is about."

The "One Million Moms" group is actually a front for the Mississippi-based conservative group American Family Association, which has long been critical of gay people and causes promoting equal rights for homosexuals. In a statement on its website, it threatened the company with sentences such as "JCPenney has made a poor decision and must correct their mistake fast to retain loyal customers and not turn away potential new, conservative shoppers with the company's new vision" and "Unless J.C. Penney decides to be neutral in the culture war, then their brand transformation will be unsuccessful."

In a rebuttal (seen below), DeGeneres announced that Penney was retaining her as a spokesperson and pointed to comments on the "Million Moms" Facebook page that supported her and called the group "bullies." The AFA has since removed the "Million Moms" page from Facebook. A vote on the LA Times' website showed 90 percent of its readers supporting JC Penney's decision.

Johnson has already made sweeping changes to the department store chain, promising extensive remodelling, an end to excessive sales and packaging changes borrowed from his decade at Apple, building on the kind of success he brought to Target stores prior to joining Apple. He will also be implementing a concept similar to the "store-within-a-store" that let Apple into electronics and speciality stores and helped give the company a more mainstream appeal. His interview with CBS is seen below (Flash required).

by MacNN Staff



    Comment buried. Show
  1. MyRightEye

    Joined: Dec 1969


    As a CEO

    You're meant to bring the company profits, not make social statements. Bloody glad you left Apple. Just in time it seems.

  1. Haroscarfel

    Joined: Dec 1969



    Maybe she has a great personality, a good following, and could bring success to JCP.

    Some people are g**, get over it.

  1. Haroscarfel

    Joined: Dec 1969


    Oh yeah

    and as if apple hasnt made it clear that the are cool with g@y people

  1. jpellino

    Joined: Dec 1969



    "the 40,000-member group "One Million Moms""

    'nuff said.

  1. kerryb

    Joined: Dec 1969


    lie from start to finish

    "One Million Moms" is really 40,000 moms I call that a big fat lie. Do these "moms that I would not want to call mom" own JC Penny stocks? Otherwise shut the h*** up.

  1. climacs

    Joined: Dec 1969


    f the g** haters

    they've threatened to bring Disney to its knees over g** Pride day at Disneyworld, and we've seen how well that worked.

  1. mkral

    Joined: Dec 1969



    What on earth does this have to do with Apple? Aside from the fact that the CEO of JC Penney USED to run retail at Apple, there is no connection at all. What's next, a story on the pcoming presidential election (because Obama once got a pre-release ipad directly from Steve Jobs) or a story on the Greek financial meltdown because Apple sells compters in Greece?

  1. njfuzzy

    Joined: Dec 1969


    Give it a name...

    There's only one accurate name for this group: "40,000 Bigots"

  1. SierraDragon

    Joined: Dec 1969


    A Hate Group

    Yes it is really 40,000 Bigots. This is an organized, funded interstate hate group and should be legally pursued as such.

    And they probably consider themselves "Christians."

    Comment buried. Show
  1. Mr. Strat

    Joined: Dec 1969


    Nothing to be proud of

    Being a sexual deviant is nothing to be proud of. Penneys can choose a Sodomite as a spokesperson if they choose, but they should realize that there may be consequences at the cash register.

Login Here

Not a member of the MacNN forums? Register now for free.


Network Headlines

Follow us on Facebook


Most Popular


Recent Reviews

Ultimate Ears Megaboom Bluetooth Speaker

Ultimate Ears (now owned by Logitech) has found great success in the marketplace with its "Boom" series of Bluetooth speakers, a mod ...

Kinivo URBN Premium Bluetooth Headphones

We love music, and we're willing to bet that you do, too. If you're like us, you probably spend a good portion of your time wearing ...

Jamstik+ MIDI Controller

For a long time the MIDI world has been dominated by keyboard-inspired controllers. Times are changing however, and we are slowly star ...


Most Commented