By Craig Kwasniewski
I agree with Brett, "this was a radio bit that was planned ahead of time."
Plus, the reaction within blogoshpere plays right into "that DJ's" hands. Think about it; the speed with which "that DJ's" audience crashes a website and the uproar from blogoshpere shows to advertisers how effective "that DJ" is in influencing the desired 18-35 demographic.
I'm not sure how radio advertisement works, but I'm guessing the people who handle "that DJ" will point out their effectiveness when selling the show.
So the only way to properly counter such activity is to simply ignore it altogether. People like "that DJ" live for a reaction of any kind and the worst thing for "that DJ" to ever hear is (as Ricky Fitts said in American Beauty), "you're boring, and you're totally ordinary, and you know it."
So to my beloved blogoshpere, ignore "that DJ" and he'll go away.