It was obvious to just about everyone that the media were going to face a challenging year after losing the artificial stimulant provided by the Trump presidency. “Will audience and revenue resume the downward track they had been on for years before Trump demanded everyone’s unwavering attention?” I asked last January.
The answer: Yes, indeed.
David Bauder of The Associated Press has pulled together the numbers. The situation is especially grim on cable news, where weekday prime-time viewership was down 38% at CNN, 34% at Fox News and 25% at MSNBC. (Fox still has by far the largest audience of the three.)
I’m not shedding any tears, crocodile or otherwise. Cable news is bad for you. The formula at all three consists of keeping you riled up and angry so that you don’t change the channel. Fox adds weaponized right-wing propaganda about COVID, the Jan. 6 insurrection, critical race theory and more. So please, touch that dial.
Then again, everything’s down, not just cable news. Viewership of the three network evening newscasts — higher quality than their cable brethren — declined 12% to 14%. Unique monthly visitors to the websites of The New York Times and The Washington Post dropped — although paid digital subscriptions to the Times are up, and that’s the metric that really matters. The Post, on the other hand, reportedly dropped from about 3 million to 2.7 million digital subscriptions toward the end of the year.
None of these numbers is inherently bad. We were glued to the news to an unhealthy extent during Trump’s presidency, as we all wondered what demented action he was going to take next. Then, in 2020, we had COVID to deal with as well.
There is still plenty of news taking place. COVID remains with us, the Republican Party has gone full-bore authoritarian and Trump has never really gone away. But things are a bit calmer, if not necessarily calm.
With national news commanding fewer eyeballs, will some of that attention be diverted to local journalism? I’d like to hope so. But with hedge funds and corporate chains hollowing out hundreds of community newspapers, in a lot of places there just isn’t enough to command attention.
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