Monday's HOT MIC
This is a headline on Mediaite right now:
Executive at TheBlaze: If the Truth Can’t Be Profitable ‘We Will Shut Down’
Here's more from the article:
The two went on to discuss the synchronicity between Beck and TheBlaze, and how it factored into their mutual business interests over the years. The conversation eventually arrived at an essay Schreiber recently wrote where he discussed how success for news sources is traditionally defined by their ability to identify the truth.
As Ziegler and Schreiber continued to talk about how objective newscasting has taken a backseat to opinion programming, the latter said TheBlaze will shut down before the outlet goes down that road.
“If we find ourselves in the position that the only way we can be successful financially is to manipulate the audience, we will shut down TheBlaze,” Schreiber said.
Ziegler snarked that that inevitability might not be far away, and Schreiber responded by saying too much of the media focuses on sensationalism and keeping their audiences happy. Schreiber also argued that TheBlaze tries to focus on educating viewers and presenting useful information instead.
I would posit that once you take on the posture that you are "educating" your audience, you are attempting to manipulate it, however subtly.
Honestly, objective, truthful news reporting hasn't been the focus of the MSM for so long that it may be almost unrecognizable to the general public. Conservative opinion sites find audiences in people who long ago grew weary of the feigned objectivity of America's major news organizations. They like knowing that a writer or on-air personality leans in a definite political direction. That's not to say they don't want news, but news can be presented by someone with a definite bias. For example, when I write about the problems with government health care from a conservative perspective, my opinion doesn't change the objective facts. The numbers are real, and anyone is free to agree or disagree with my assessment of what they need.
As a professional entertainer, I learned early on that it's about what the audience wants, and not what I want. I don't write jokes or columns for myself. Any individual or business that depends upon an audience ultimately does have to understand this if they want to continue what they are doing.
There is definitely a market for "useful information," but there is also a lot of competition out there. It has to be presented in a way that will stand out and keep an audience coming back for more.