MSNBC slings it in full-page ad for “Morning Joe”

"Weird"! "Completely unnecessary"!

We can assume any advertisement that quotes selectively from what people have said about the product being touted is going to be at least somewhat deceptive. But I was so taken aback by one quote in a full-page ad for MSNBC’s “Morning Joe” in today’s New York Times that I thought I ought to do some digging. The ad, titled “The Most Influential Political Show in America,” appears on the back page of the Sunday Review.

I can’t say I’ve seen a lot of “Morning Joe,” as I’ve never been someone who turns on the TV set in the morning, even when I’m home. I caught a bit of it when I was recuperating from elbow surgery last year, and was put off by the smug, insidery tone. The participation of tired, predictable pundits like Mike Barnicle and Mark Halperin, Salon’s Hack of the Year (and the co-author of a book that used anonymous sources to slime the terminally ill Elizabeth Edwards), doesn’t exactly lure me in any deeper.

The quote in the Times ad that caught my eye, “the best morning talk going,” is from Tom Brokaw, which is innocuous enough — except that Brokaw is, well, a regular on “Morning Joe,” as well as a longtime member of the NBC family. Perhaps that’s not quite as bad as quoting Scarborough as saying that “Joe Scarborough is the sharpest political analyst on television,” but it’s close. So let’s keep going, shall we?

Politico, the ad tells us, wants us to know that “Morning Joe’s team has become the insider’s insider.” I cannot find that particular quote anywhere. What I can find, though, is a 2010 story from the Associated Press informing me that Politico and “Morning Joe” are business partners.

That same AP story is the source of yet another blurb from the ad: “An important wake-up call for political and media leaders.” The full quote doesn’t quite contradict that, but nevertheless places it in a rather different context: “An affiliation with Politico that began about six months ago helped cement the program’s status as an important wake-up call for political and media leaders.”

Speaking of different contexts, the ad also blurbs the phrase “appallingly entertaining,” taken from the New Yorker. I looked that one up, and here’s what Nancy Franklin wrote in 2008: “It’s a weird, completely unnecessary show, and it’s appallingly entertaining.” OK, not a 180-degree contradiction of “appallingly entertaining,” but you will note that MSNBC did not grab “completely unnecessary” for the ad.

Moving right along, the ad cites Forbes as referring to “Morning Joe” as “the hottest morning show.” I tracked that one down to a column written for Forbes.com by veteran journalist James Brady in 2008 — who sounded none too pleased with that development. Bear with me, because this one needs a little air to breathe:

Is the media now really the story? Are journalists now the stars? Is all this incestuous, or is it clever reporting? Just consider these recent examples, a few weighty, some trivial, others clearly absurd:

“Morning Joe,” a couple of hours of political dish on MSNBC hosted by a glib onetime congressman, is the hottest morning show around. Tina Fey of Saturday Night Live for a time was getting more ink than the candidates with her wickedly spot-on devastation of Gov. Palin. Rupert Murdoch’s New York Post backs McCain and blasts Obama while Rupert himself calls Obama “a rock star.” Larry King gets interviewed and reveals to columnist Cindy Adams that his own first great interview was with Eleanor Roosevelt when her husband was still president. Since FDR died in April of 1945, we learn the precocious Mr. King interviewed the First Lady when he was 12.

It doesn’t seem to me that Brady is describing “Morning Joe” as must-see TV.

In 2009, Newsweek described “Morning Joe” as “a serious-minded evening show still wearing its bathrobe and its slippers.” The ad, naturally, does not tell us — as Media Bistro does — that the writer, Colter Walls, had previously worked for MSNBC; that Newsweek and MSNBC were content partners; and that the then-editor of Newsweek, Jon Meacham, was a regular on “Morning Joe.” The conflict-of-interest trifecta!

Some of the blurbs are legit. The New York Times and the American Journalism Review really did give “Morning Joe” a thumb’s up. And some of them are too wonderfully strange for me to want to check. For instance, when you see a quote from Parade imitator USA Weekend calling something “the thinking viewer’s choice,” you just want it to be true.

My bottom line: “‘Morning Joe’ is a … show about politics.”

Photo (cc) by Dave Winer and republished here under a Creative Commons license. Some rights reserved.

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12 thoughts on “MSNBC slings it in full-page ad for “Morning Joe”

  1. Donna L. Halper

    I think Morning Joe’s publicist must be working overtime too, as he suddenly seems to be quoted in multiple venues. In today’s Parade, there was a brief interview with him where he mentioned how he (courageously, he seems to imply) agreed to become “a conservative host on a liberal network.” Okay fine, that’s a clever turn of a phrase, but MSNBC, contrary to what my conservative friends insist, is far from a “liberal network.” During the day, any objective observer would say they are neutral or centrist, and focus mainly on news. At night, they do have liberal commentators, but Morning Joe is being disingenuous to suggest that MSNBC is in fact all liberal except for him.

  2. Deb Nam-Krane

    My in the know politico friends love to be horrified by Morning Joe. I don’t get it so I don’t bother.

    I did love Game Change, but Halperin makes me cringe. But please name a politically-oriented talk show that isn’t smug and insidery.

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  4. Tobe Berkovitz

    Gee, I guess the Kardashians were too busy to chime in on this wonderful MSNBC program.

  5. wilson tisdale

    “the smug, insidery tone” Exactly! My wife,an otherwise intelligent person, insists on watching it. But all those morning shos have become fluff. Bring back the gravitas of J. Fred Muggs.

  6. Larry Kelly

    Donna L. Halper is full of crap up to her ears. If MSNBC was any more liberally biased it would have to change its name to PRAVDA.

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