Amidst the David Letterman scandal currently unfolding on late night TV—there is a bi-coastal feud emerging between new Tonight Show host Conan O’Brien and Mayor Cory Booker of Newark, NJ. 

For those not following—a brief synopsis. Conan insulted the city of Newark a few weeks back by making a joke about a city wide program to improve residents' health. The joke suggested that residents can improve their health by accepting a bus ticket out of Newark. Mayor Booker artfully responded to Conan via a YouTube video highlighting what the city of Newark has to offer and then essentially banning Conan from Newark airport and then the entire state of New Jersey (you can view the series of videos here: http://bit.ly/vIJEf  or via NJ.com).

The feud has continued over the last week or so and has resulted in a number of YouTube videos created by Mayor Booker and continued jokes about Newark from Conan. An article in the Star-Ledger this past Wednesday posed the question, “Is Newark mayor Cory Booker wise to keep feuding with 'Tonight Show' host Conan O'Brien?” 

Star-Ledger writer, Alan Sepinwall brings up a good point—perhaps this is not the kind of exposure that the city of Newark necessarily wants. However, I think Booker has done an excellent job at responding to Conan’s criticisms by using YouTube as a vehicle to deliver his message. Through the use of online video, Mayor Booker has been able to showcase the City’s efforts for revitalization on a national stage.  While some may argue that the Mayor’s time would be better spent on policy initiatives instead of making YouTube videos—I would argue that the time is well spent (about 250,000 unique views on YouTube).

The Mayor is using social media and online video to communicate and elevate the current image of his city. If this feud ends in Conan visiting or perhaps hosting a show from Newark—then this is a huge win for the City and the Mayor (assuming Conan does not ambush Mayor Booker on national television).  

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