It’s human nature to want a single explanation for anything that happens. We usually look for the reason, not the reasons. Thus, when the new management at CNN fired John Harwood and Brian Stelter, both of whom have openly criticized the former president (and full-time criminal), the reason that immediately came to mind was a political one. CNN’s new owner, Warner Brothers Discovery, wants the company to be nicer to Republicans.
An article from Vox written a couple weeks ago suggested that’s one reason, but there’s probably another as well:
In [one] version of events, Stelter is the victim of John Malone, the billionaire cable magnate and the most powerful investor in Warner Brothers Discovery Inc., which now owns CNN and the rest of what used to be called Time Warner.
Malone’s politics lean quite right/libertarian…. More to the point: Current and former CNN employees believe Malone’s view of CNN is entirely colored by Fox News. “John Malone doesn’t watch CNN. John Malone only watches CNN via Fox News,” says a CNN employee. “If I watched CNN via Fox News, I would hate CNN too.”
And Stelter, who spent most of the Trump era criticizing the American right’s embrace of disinformation, was already a target of Fox News hosts like Tucker Carlson…. Then, after Stelter’s boss, Jeff Zucker, was pushed out in February, Stelter went after Malone, who had said he wished CNN was more like Fox News because Fox News had “actual journalism.”
Asked about this theory by the New York Times, Malone gave one of the most candid admissions you’ll ever see a public person make in the guise of a denial: “Mr. Malone said he wants “the ‘news’ portion of CNN to be more centrist, but I am not in control or directly involved.” Translation: Yes, this pleases me.
So in this theory, … Malone and his managers — CEO David Zaslav and Chris Licht, the executive Zaslav hired to replace Zucker — will find other CNN journalists they want off the air as well. [In fact, they already have. They fired John Harwood this past week — he called the Republican front-runner a “dishonest demagogue” on his way out the door].
Then again, maybe they’ll need to let go of a lot of people because of theory No. 2:
Warner Brothers Discovery has a heavy debt load, but Zaslav has told investors that won’t matter, in part because he’s going to find $3 billion in savings.
We’ve already seen signs of budget-cutting in the company’s entertainment properties … but there will be many more cuts to come this fall. So Stelter, who reportedly made close to $1 million a year, was an easy cut: His show … was a big deal in media circles … but not a huge draw for normals.
Under Zaslav/Licht, CNN has already made one significant cut: Killing off CNN+, its brand-new streaming service, weeks after it launched … But that may not be anything close to enough to help the parent company hit its numbers. In which case, Stelter’s departure could be the first of many, and we’ll spend less time worrying about CNN’s politics and more time worrying about its ability to provide first-class news coverage.
But there’s another theory. Someone who goes by YS on Twitter and claims to have worked at CNN for 18 years says it’s all about who watches cable news:
Each quarter, the cable operators [like Comcast and AT&T] release their subscriber base. For seven consecutive years, the cable operators have seen subscriber declines… It’s called in the TV biz, “Cord Cutters”.
97% of “Cord Cutters” are under the age of 50. The majority of what is left watching cable are … old people. As demographics for cable TV has changed … the networks remaining with any traction (ESPN, news networks, etc.) have to – HAVE TO – appeal to who is sitting on their couch watching.
In the ratings war, the scorecard is usually based on the A18-49 demographic. But not for news. All advertisers on these networks buy them for A50+. [Aiming for that demographic] MSNBC went left. Fox News went right. CNN tried to play the middle.
But between 2008 and 2016, CNN lost 60% of its 50+ audience. Fox News, saw a 70% increase in the same demographic during the same period (mostly men). Fox News gave the audience what they want, an aggrieved white man perspective…. While the rest of America is out there cutting the cord, Fox News doubled down on old people. And won.
News networks are not here to defend democracy. There is only one goal and one goal only. Higher CPM’s [i.e. what they can charge advertisers to reach a thousand viewers. On average, advertisers pay $20 to reach 1,000 viewers, which adds up when 100 million people watch the Super Bowl]. CPM is the currency used in TV to reflect the value of the programming.
[CNN’s new boss] was given one edict. Raise CPM’s. That’s it. That’s all he has to do. And he believes [becoming more “centrist”] is how.
Whether there’s one reason or several for CNN’s management to change its programming, the basic fact is that many old people (although not all of us) watch cable TV and will accept a kind of fascism if it comes to that, and the people who call the shots for big corporations tend to be Republicans who have some doubts about democracy and no doubts at all about making money.