As much as we hated the King of Bombastic Liberal Self-Righteousness, it cannot be denied that MSNBC’s rating have spiraled downward since the network let Keith Olbermann walk out in 2011.
Hate him as much as you want — and I certainly do hate him — Olbermann was a franchise personality, and none of MSNBC’s moves since his departure have compensated for the loss of that evil bastard. Now we learn that a bloodbath is looming:
When President Obama was reelected in 2012, MSNBC was “leaning forward” and smiling wide as Obama 2.0 propelled it to record ratings and a firm grasp on the No. 2 spot in cable news.
Over two years later, the network has fallen backwards. January ratings revealed double-digit declines compared with January, 2014 in all ratings measurements. During the day, MSNBC was down 20 percent in viewers and 37 percent in the advertising-coveted 25-54 demo. In primetime, it fell 23 percent in viewers and 39 percent in demo. . . .
In January, [Chris Hayes] finished third behind Fox News’ “The O’Reilly Factor” and CNN’s “Anderson Cooper 360? in both total viewers and the demo. Among MSNBC shows, he finished third, behind Rachel Maddow and Chris Matthews. But Hayes’ struggles haven’t only impacted the 8 p.m. timeslot. Maddow’s 9 p.m. program has also slumped partly due to its weaker lead-in. In January, “The Rachel Maddow Show” was down 50 percent in the demo year over year. . . .
Ronan [Farrow] and Joy [Reid] — something has to change there,” another insider told TheWrap, adding that many within MSNBC believe one of the two — Farrow at 1 p.m. Reid at 2 p.m. — will see their shows canceled soon. The duo, who debuted on Feb. 24, 2014, have been major contributors to MSNBC’s daytime woes.
Last week, Farrow, 27, attracted just 26,000 viewers in the demo on Wednesday — finishing fourth behind HLN, CNN and Fox News. Reid’s program . . . has also struggled, partly because of the Farrow lead-in. On Thursday, it attracted just 36,000 demo viewers.
John Nolte at Breitbart comments:
Griffin is hoping to stop the bleeding when the dying patient is really MSNBC itself. The format of left-wing talk radio with pictures mixed with confirmation bias is tired and boring.
Morning Joe is in big ratings trouble. Ed Schultz is imploding. Since losing Chuck Todd to “Meet The Press” and replacing him with Jose Diaz-Balart, the impact of the “The Daily Rundown” on the day’s news cycle has vanished completely.
MSNBC is also dealing with CNN president Jeff Zucker’s decision to steal MSNBC viewers by turning his failing network even further to the political left than MSNBC.
Actually, I disagree with Nolte’s analysis of CNN. Most days recently, I’ve had my home office TV tuned to CNN and what they’re doing — very clever, actually — is picking one story (usually non-political) and hyping it hour after hour. Although wall-to-wall coverage of plane crashes and murders may seem dull to us political junkies, it has a wider appeal than the kind of fanatical partisanship that passes for “news” on MSNBC.
Grant that CNN is still a liberal operation, but they’re beating MSNBC with news, not politics. Or, to put it another way, MSNBC is losing with politics, not news. MSNBC has never been a news network. It’s a politics network and, six years into the Obama Age, the appetite for angry progressivism has been sufficiently sated that shuffling around personnel in the talking-head lineup isn’t going to fix what’s wrong.
What can Phil Griffin do, short of offering oral sex to Keith Olbermann in a desperate bid to bring back the old MSNBC magic?
- Give Rachel Maddow the 8 p.m. ET slot. I profoundly despise Maddow, yet my abiding hatred for her doesn’t prevent me from recognizing her unique market value as The Second-Most Famous Lesbian on TV (obviously, Ellen Degeneres is first). Make her the “face” of MSNBC the way Olbermann was back in the day. This would be a high-risk move, but when your ratings are as bad as MSNBC’s, risk is necessary.
- Make better use of NBC’s reporting assets. Instead of having your anchors do issues analysis and commentary with a bunch a pundits, start tapping into the local news-gathering mechanisms of NBC affiliates across the country. Look for stories out there in “flyover country” — Albuquerque, Akron, Allentown — that you can “nationalize” and rely on news reporting by NBC affiliates as a cheap and ready resource. Instead of having your anchors interviewing writers for Mother Jones or the Nation, have them doing live exchanges with an on-the-scene reporter in Wherever, USA, about an actual news story. Of course, your audience would prefer stories with a political angle, but the market for pure politics is finite.
- Expand your travel budget. Wherever else you have to cut corners to do it, you’ve got to start sending your marquee talent out on the road more often. Not just for the quadrennial political conventions and other “event” situations, but also to interact with your audience where they live. Find an excuse, a pretext, to have Maddow spend a week broadcasting from San Francisco or Seattle or Miami. Send Chris Matthews to Boston, Chicago, Philadelphia. Employ online social media to gather live audiences for these broadcasts, and make autograph-signing sessions part of the schedule before and after the broadcasts. A small network can benefit by these exercises in building ‘brand loyalty” among core viewers.
- Fire Ed Schultz. The World’s Angriest White Man has never been a real asset to MSNBC. He is a turn-off for your core audience of vegetarian bisexual anarchists with purple hair.
That’s my advice, Mr. Griffin. You’re welcome. Good luck.
The only alternative is to do whatever it takes to bring back Keith Olbermann, and I’m pretty sure that would involve you serving him breakfast in bed after he’s had his way with you.
“Affirmative consent,” the feminists call it.
