If there is one thing you can say about Glenn Beck it’s that he is the consummate capitalist, practiced in the arts of Snake Oil salesmanship and Apocalypse Marketing. He has parlayed those skills into a commercial exploitation empire that spans television, radio, Internet, publishing, theater, merchandising, and of course, advertising.

As the survivors and victims of the Tucson massacre are still mourning and healing, Beck has reached out to new clientele in the pursuit of higher profits:

Note that this is not an advertisement for sporting gear or self defense. It is an ad selling “revolution.” As any marketing professional will tell you, the words and images in ads are deliberately chosen and tested to produce a desired response from their target audience. It is plain that Beck is seizing upon the recent tragedy to fatten his wallet. At the same time he is advancing his mission to arm his congregation for the approaching battle.

This new sponsor fits in well with the Apocalypse Marketing strategy Beck has forged. After acquiring your Food Insurance, stashing your valuables in Liberty Safes, and hoarding coins from Goldline, don’t forget to stock your armory.

It would be naive to assume that the timing of this is coincidental. Beck and his sponsor are taking advantage of current events to commence, not an ad campaign, but, as the ad says, a new revolution. In fact, Beck has already declared explicitly that…

“The revolution has begun – I never thought I would say those words, but I understand that it has today. […] You must understand, you are in a revolution, a global revolution whether you like it or not and the rules of the games have changed.”

This is the same man who recently said that the only way to stop the progressives in Washington is to “shoot them in the head.” This man is an imminent danger to society. It is the pinnacle of irresponsibility for Rupert Murdoch and Roger Ailes to continue to allow him this platform that he uses to foment hate and violence. And it only makes it worse when they brazenly profit from this madness.