The fallout continues for Paula Deen.

The fallout continues for Paula Deen.

In a brief statement Friday, Ballantine Books announced it had canceled publication of “Paula Deen’s New Testament: 250 Favorite Recipes, All Lightened Up. Sears Holdings Corp and J.C. Penney Co. [announced] Friday that they’re cutting ties with Deen… – CBS News [update]

THE EMOTIONAL apology on the “Today” show has not helped Paula Deen mitigate the damage already done, which has caused a contagion of companies to drop her products.

From Forbes, Noov Nordisk has also suspended their relationship with Paula Deen.

Novo Nordisk and Paula Deen have mutually agreed to suspend our patient education activities for now, while she takes time to focus her attention where it is needed.

Novo Nordisk would like to acknowledge Paula’s involvement in our Diabetes in a New Lightâ„¢ campaign, where she has helped make many people aware of type 2 diabetes and the lifestyle changes needed to control this serious disease.

Walmart, too:

“We are ending our relationship with Paula Deen Enterprises and we will not place new orders beyond those already committed. We will work with suppliers to address existing inventories and agreements.” Wal-Mart Spokesperson

Caesars Entertainment:

“While we appreciate Paula’s sincere apologies for statements she made in her past … we have mutually decided that it is in the best interests of both parties to part ways at this time,” said Jan Jones Blackhurst, executive vice president of communications and government affairs for Caesars Entertainment.

Target…

“We have made a decision to phase out the Paula Deen merchandise in our stores as well as on Target.com. Once the merchandise is sold out, we will not be replenishing inventory.” – Target [TMZ]

Random House, who is publishing her book in October, is “monitoring the situation closely.” (See updated above)

Lucrative endorsement deals is how Paula Deen made $17 million in 2012.

Paula Deen made an amateur error of not getting out in front of this on day one. She let the media, with a social media engine, define her, especially when she bailed on the first “Today” show interview.

Whoever is advising her should be fired, sued and identified, so no one else hires him or her, who is likely family, unfortunately.

When you have an empire, you have someone on board who knows the brushfire social media world that can take down any corporation, let alone someone who doesn’t understand the trip wire of new media fury.

This post has been updated.