The Cable News Bubble

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Terry McDermott takes a look at Fox News and notes the obvious: they don’t tend to have a lot of Democratic guests:

This appears to be politically motivated, but that could be just an artifact — the content seems political but the primary aim is much more likely commercial. Cable news is not literally a broadcast business, but a narrowcast. At any given moment, there are a relative handful of people (in peak hours less than five million and in non-prime hours half that, out of the U.S. population of 320 million) watching all of these networks combined. American Idol, in contrast, routinely draws 30 million. Although cable news is a comparatively small market, it is a small market with a much larger mindshare, mainly because the media are self-reflective, creating a kind of virtual echo chamber.

….[Roger] Ailes’s most valuable insight was that sharp opinions do not necessarily chase an audience away. In fact, they seem to have created one. There is no worry of offending a broad audience, because there is no broad audience to start with anymore.

I think McDermott’s suggestion that this might not be politically motivated is a little silly, something that he pretty much concedes in the rest of his piece. Still, the main point of this paragraph can hardly be emphasized enough: hardly anyone watches cable news. Even in prime time, Fox has a couple million viewers — that’s about 1% of American adults — and the other operations have a million or so. Cable news is a molehill that gets routinely turned into a mountain range because they happen to be talking about the most self-obsessed bunch of gossip hounds in the country: politicians.

But the reality is that almost no one is watching. Take away the echo chamber and Glenn Beck would be about as important as a guy on a soapbox in Central Park. Which is basically what he is.

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And the truth is, going into the final 4 days of the year we still needed to raise $TK to hit our $350,000 goal and start 2021 on track. It's nerve-wracking, wondering if the big spike we normally see at the end of December is going to be another thing that doesn't go as planned in 2020, or worse, if, now that Donald Trump is set to leave the White House (for longer than a taxpayer-funded golf trip to a property he owns), folks might be pulling back from fighting for the truth and a democracy and think the hard work is done.

It's not, and if you can right now, please consider a year-end donation to support our team's fearless nonprofit journalism so we can close that big fundraising gap and finish the year strong, ready for all that's ahead in 2021. Whether you can give $5 or $500, it all matters in keeping us charging hard, and we'd be grateful.

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