Breitbart News, an ultraconservative website that has served as a platform for the white nationalist “alt-right” movement, is touting its growing readership and “main street American values” as a reason advertisers should stick with it.

Some marketers, however, are heading for the exits, directing their advertising dollars away from Breitbart amid the publication’s call for a boycott against Kellogg’s (K), which has pulled its ads from the site. That prompted Breitbart to declare “war” on Kellogg’s: Editor-in-Chief Alexander Marlow said on the site that “to blacklist Breitbart News in order to placate left-wing totalitarians is a disgraceful act of cowardice.”

Breitbart’s campaign against Kellogg’s is unusual on a number of fronts, not in the least because news organizations traditionally maintain a separation between their business operations and their editors and reporters so that journalists can operate independently from business interests.

And whether the boycott will help Breitbart financially appears questionable, given that attacking a major advertiser isn’t likely to make the site more appealing to other brands.