August 22, 2008
LIBERALS ON THE TEEVEE.... Starting Sept. 8, MSNBC will feature two -- count 'em, two -- left-leaning voices in its primetime lineup. Plenty of people apparently don't know what to make of these shocking developments.
With the promotion of Rachel Maddow, the Air America radio host, to a prime-time television spot this week, the longtime third-place cable news network MSNBC cemented its identity as a channel for a liberal audience.
But is that what advertisers want it to be?
MSNBC, which is owned by NBC Universal, a unit of General Electric, does not trumpet its shift. But in the 12 years that MSNBC has competed head-to-head with CNN and the Fox News Channel, the partisan lines have never been drawn so neatly.
I can appreciate that MSNBC's lineup is outside the norm for American media, but asking whether advertisers are ready for the one-two punch of Olbermann and Maddow seems to miss the point. Advertisers turn to television shows that people watch.
If we turn back the clock a bit, we see that it wasn't too long ago that MSNBC added Tucker Carlson to its primetime lineup, apparently hoping to capitalize on Fox News' success appealing to a Republican audience. If cable-news viewers were flocking to a conservative, partisan network, MSNBC seemed to believe, then the answer was to keep up by putting more conservatives on the air.
The result was Fox News-lite -- a lineup with conservative Carlson, conservative Joe Scarborough, and the politically baffling Chris Matthews, who, within a single program, is capable of both praising Obama and criticizing him for drinking orange juice. (At one point, MSNBC even gave Michael Savage a show.)
Viewers didn't exactly flock to this lineup. There's already a Republican news network; no one needed a pale imitation. But with Olbermann's ratings continuing to blossom, MSNBC seems to think it's time to offer something different. It strikes me as good business sense, and a healthy dose of common sense.
"Is that what advertisers want it to be?" If viewers show up, and I'm confident they will, the advertisers will be fine.
—Steve Benen 3:21 PM
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Yes, advertisers don't care about content. They just care about eyeball count.
Off topic, but gotta say this. I love you Steve and am glad you're the new dood, but it's friday.
YOU GOTTA GET A KITTEH!!!!
Posted by: fourlegsgood on August 22, 2008 at 3:30 PM | PERMALINK
"Advertisers turn to television shows that people watch."
You are so naive.
Posted by: ~~~~ on August 22, 2008 at 3:31 PM | PERMALINK
But is that what advertisers want it to be?
I didn't click on the link but I can tell that passage was written by a member of the species Trollus Concernicus. O noes, the advertisers won't like it!
Fail.
Posted by: on August 22, 2008 at 3:32 PM | PERMALINK
Hopefully, MSNBC won't pull a Phil Donahue on us (i.e. cancel the liberal despite good ratings).
Posted by: CJ on August 22, 2008 at 3:32 PM | PERMALINK
The passage you quoted was clearly written by a member of Trollus Concernicus. Their numbers have been on the increase of late.
Posted by: The Answer WAS Orange on August 22, 2008 at 3:34 PM | PERMALINK
Steve, I realize corps are most deeply into dollars, but: I can't believe they don't think about the effect various policies (and as abetted by cheerleaders) affect their profitability, ability to make use of foreign markets and labor, etc. It is naive to think they don't have preferences and work to line them up. Please, Kevin had a similar weakness in that canniness area, and I was hoping you'd be shrewder and more "suspicious."
But yes it's great to see Rachel et al up there.
Posted by: Neil B on August 22, 2008 at 3:35 PM | PERMALINK
..the partisan lines have never been drawn so neatly.
Well, they were drawn...By Fox News.
Posted by: grape_crush on August 22, 2008 at 3:36 PM | PERMALINK
Can we please start referring to McCain's houses as his McMansions?
Posted by: lampwick on August 22, 2008 at 3:44 PM | PERMALINK
(insert hissing noise here) Wow, quite a few people very critical of Steve's job as a blogger. You should see his posts on TCR. I think they, and all of his posts on WM are brilliant.
Posted by: Katie Chop on August 22, 2008 at 3:46 PM | PERMALINK
"Advertisers turn to television shows that people watch"
Then why is Glenn Beck still on CNN Headline News?
Posted by: RollaMO on August 22, 2008 at 3:46 PM | PERMALINK
I've always wondered why one network doesn't try to go for a specific high-brow approach. I know there's only so much news that one person can cover in a week, but I always thought that the real way to beat FOX was not to try to copy the, but to out-class them. Sure, have a program like KO's on the air, followed by something like Maddow's. But then, at 10:00, why not have a different program each night of the week focused on a few different areas? Each show could have an individual host, which would allow the people to gather the information they needed. And no, the ratings might not be as high as they could be for KO's show, but if the audience was wealthy, perhaps that might make the difference.
Posted by: Brian on August 22, 2008 at 3:46 PM | PERMALINK
The other night on Countdown, there was a message saying that Countdown is brought to you by Amway. Amway is "owned" by the DeVos and VanAndel families, extremely conservative familes in West Michigan. Richard DeVos ran for Gov of Michigan, and is considering another run, His wife was the chair of the MI GOP. If they are willing to sponsor the show, that proves the point.
Posted by: newtonsthird on August 22, 2008 at 3:50 PM | PERMALINK
brian stick to trolling...
stick with what you know...
Posted by: mr. irony on August 22, 2008 at 3:51 PM | PERMALINK
I already grow tired of you, and will not tolerate your whining foolishness. I see why Steve banned you before, and don't be surprised if it happens again. --Mod]
Posted by: JRS Jr on August 22, 2008 at 3:54 PM | PERMALINK
Chris Matthews is not politically baffling. He identifies weakly with the Democratic party, hence can potentially say something nice about Obama. But his true allegiance is to the Village and his image as a regular "non-partisan" guy who would love to drink beer with George Bush and hates Al Gore. Therefore at the same time he has to slam Obama in order to demonstrate his "objectivity" and what a regular guy he is.
Matthews is a fucking weasel of the lowest order.
Posted by: The Fool on August 22, 2008 at 3:56 PM | PERMALINK
I remember one day being shocked, yes shocked when I happened to come accross Olbermann. I knew him well from ESPN, but had long written off being able to find any coverage/commentary on tv/cable news that would not make me chuck the remote at the tv. Love Keith. Love Rachel. Love MSNBC from 8-10.
Steve, where are the blog links? CBR was my lefty blog home page with that convenient list of all my favorite links. You had, by far, the most user-friendly landing page of any in the blog-o-shphere that I have come to rely on.
Posted by: Rob on August 22, 2008 at 3:59 PM | PERMALINK
Lampwick, I think Steve does a decent job overall. But there is this certain "naivete" about the level of darkness of what we fight against that many of the regulars used to dig Kevin over for some degree of good cause. I sensed the air of that in this post. It isn't the worst shortcoming a liberal blogger can have to be sure. (Hmmm, what would be?)
BTW, if you see this shortstop, I have an answer to you about Swan (I am not Swan) and etc. below your question:
http://www.washingtonmonthly.com/archives/individual/2008_08/014365.php#1318124
Posted by: Neil B on August 22, 2008 at 3:59 PM | PERMALINK
Ah, Kevin, you libreals never seen to laern. Americans don't go in for pontificanting blowhards when choosing media oultets. They want a sensible, evenhanded coverage of events that matter. Outright partisashnip on the airwaves would never sell.
Posted by: Egbert on August 22, 2008 at 4:04 PM | PERMALINK
"Egbert" the pretend troll (we need a cute name for such critters - is it out there? BTW Al had his share of "tribute" writers, didn't he?) shat forth in presumptive sheer sarcasm:
"Outright partisashnip on the airwaves would never sell."
Heh, it is amazing how Faux could get so far doing just that, or is it? What really shows their audacity is their motto "Fair and balanced."
Posted by: Neil B ☼ on August 22, 2008 at 4:10 PM | PERMALINK
And perhaps CB won't be able to silence me on this blog like he did on his last... perhaps -JRS Jr
Weren't you already slapped once today for this?
Nothing gets a mod to ban someone faster than a substance free taunting comment.
...I always thought that the real way to beat FOX was not to try to copy the, but to out-class them. -Brian
The Target approach to Wal-Mart. It might work, but from what I see on TV, and I watch far too much of it, high-brow just isn't in demand.
Posted by: doubtful on August 22, 2008 at 4:12 PM | PERMALINK
WORD IZ STEVE HAS KITTEH. LETZ SEE NOW!!!!
Posted by: nom on August 22, 2008 at 4:14 PM | PERMALINK
Yeah, advertisers don't want any of that dirty liberal money....
Wait a minute, what liberal money? Besides Soros, of course.
And this was in the New York Times. Whatever dirty liberal money there is, they have the prime share.
And Brian, Maddow continues on Air America. Which puts her one up on Limbaugh.
Posted by: ericfree on August 22, 2008 at 4:17 PM | PERMALINK
Sorry, it was JRS, not Brian. Begin as you mean to go on....
Posted by: ericfree on August 22, 2008 at 4:20 PM | PERMALINK
If pigs fornicating drew ratings, advertisers would flock. Donahue's cancellation is a rare exception.
One day, probably in Q2-09, Glenn "Roid Boy" Beck will follow Tucker, Savage, even the original drug-addled gasbag Limbaugh, into cable show history, never to be seen again.
MSNBC - ITS ABOUT GO%%&MNED TIME you gave Maddow a shot at the timeslot following "Countdown." Abrams "The Verdict", as entertaining as it can be at times, was a good placeholder, and giving Maddow her own show will be a good test to see if Olbermanns' ratings indicate a sustainable, transferable pool of viewers (particularly those in the highly sought-after 18-34 demographic).
The Amway ads are so cute. Pretty pictures, a new name, same old Ponzi scheme.
Posted by: GuyFromOhio on August 22, 2008 at 4:22 PM | PERMALINK
"I always thought that the real way to beat FOX was not to try to copy the, but to out-class them"
Outclassing FOX is like outrebounding my grandmother...and she's dead.
Posted by: The Fool on August 22, 2008 at 4:27 PM | PERMALINK
Hey Steve:
Welcome to your new digs.
Time to run this one (from the L.A Times) up the flag pole for further digging:
"The McCains spend weekends, if possible, in the remote rolling hills of Sedona. Their 15-acre compound features a modest residence and several guest cabins beside a creek sheltered in a verdant box canyon. The assessed value is $1.6 million."
Here's my problem with that: if that assessed value is supposed to represent market value (that varies from jurisdiction to jurisdiction), then it's a joke. 15 acres in Sedona "in a verdant box canyon" with a creek with no buildings at all has to be a steal for 1.6 million, so somebody's doing somebody a huge favor.
Posted by: retr2327 on August 22, 2008 at 4:27 PM | PERMALINK
Rob @ 3:59, scroll down to the bottom of the main page. There's a drop-down box on the left called 'Blog Role' that has all the links.
Including one to...(sniff)...to...The Carpetbagger Report...(sob)....
I'm sorry...I can't go on...must sit down...just for a moment...
Posted by: Curmudgeon on August 22, 2008 at 4:33 PM | PERMALINK
I'm not sure it is assured that advertisers only follow ratings. It remains to be shown whether advertisers have gotten over their fear of the same Republican strong-arm techniques that cowed the MSM; the threat of "boycotts" (yeah, those righties dig that free speech concept) used to work all too well with squeamish advertisers. I sense they may have overplayed that and it will no longer work like it once did, but I'd like to have more proof.
1) Did some posts get deleted or where did I miss all the fun and games with my ol' pal Jr?
2) Where are people dissing Steve's blogging, other than one relatively miled NeilB post above?
Posted by: zeitgeist on August 22, 2008 at 4:39 PM | PERMALINK
"(insert hissing noise here) Wow, quite a few people very critical of Steve's job as a blogger. You should see his posts on TCR. I think they, and all of his posts on WM are brilliant."
-Katie Chop
/signed
I recently found TCR and over the past 2-3 months I can safely say that Steve has a talent for pointing the hypocritical and is able articulate brilliant commentary that is biting and makes his point. Steve takes a "no non-sense" analytical approach peppered with precision humor for effect. He definitely brought a loyal TCR reader over to WM. Keep it up Steve.
Posted by: Mick on August 22, 2008 at 4:41 PM | PERMALINK
(and I forgot (3): really, no need for kitties. honest. although my dog likes them. for lunch. dogblogs are fine. Steve needs to get a sled dog - a whole team of 'em up where he's at!)
Posted by: zeitgeist on August 22, 2008 at 4:42 PM | PERMALINK
Posted by: newtonsthird
The other night on Countdown, there was a message saying that Countdown is brought to you by Amway. Amway is "owned" by the DeVos and VanAndel families, extremely conservative familes in West Michigan. Richard DeVos ran for Gov of Michigan, and is considering another run, His wife was the chair of the MI GOP. If they are willing to sponsor the show, that proves the point.
Posted by: newtonsthird
I'm in Michigan and wasn't sure if the these were going nationally or just locally, but the Devoses are DEVIOUS. I'm of the opinion that they are running these to try put a positive spin on the new Amway conglomerate with MOR and left-leaning voters so that when Mrs Devos tries for governor, people won't scratch their head at the mention of their ponzi-corporation like most Michiganders did when dickie ran last time out.
Posted by: G.Kerby on August 22, 2008 at 4:59 PM | PERMALINK
Kerby,
I am in MI as well, but I distinctly heard Countdown brought to you by Amway. This would not be a regional thing, I don't think. Amway just wants to open a new market, seeing that the GOP isn't growing, and that Countdown does so well in the demographic advertisers want.
Posted by: newtonsthird on August 22, 2008 at 6:11 PM | PERMALINK
I kind of "tune out" when that commercial starts, so maybe they do call it Amway (though I do recall that they rebranded the company when they got into that legal trouble a while back). But I still suspect that they're trying to bring about some respectability to "the brand" to prep for another politcal run.
I can't see them advertising for "sales" with a younger demographic, since their only real product is a franchise --- AMway has always been a pyramid scheme. But then again, maybe they figure that all "young liberals" are stupid and might buy into the ponzi !
Someone ought to buy some KO time to remind viewers that Blackwater aka Eric Prince is ALSO part of the DeVious family.
Posted by: G.Kerby on August 22, 2008 at 7:40 PM | PERMALINK