Mediaite’s Steve Krakauer writes about MSNBC Dayside’s dismal numbers…
Hey media writers and TV critics – remember when you had all those ideas about how to help CNN’s lagging prime time ratings?
Well, put on those executive hats again because it’s time to help MSNBC. The network’s 9am-5pmET (dayside ratings) is headed for its worst year since 1999, with even less viewers in May.
The MSNBC ratings comparison is based on the A25-54 demographic, and so far in 2010 the network is averaging 73,000 from 9am-5pmET. In the first two weeks of May, that average falls to 68,000. It takes going back to 1999 (less than three years after the network launched) to find an average lower.
Then Krakauer goes off the rails…and straight into quicksand…
So how does MSNBC fix this? Well hopefully the dozens of media writers have some ideas of their own. But when looking at what has been successful for the network, certain themes emerge. With Keith Olbermann as the face of the new MSNBC, we see strong personalities, and yes, a liberal tilt. That works for Rachel Maddow, as well as Ed Schultz and Chris Matthews before prime time. It doesn’t worry about appealing to the lowest common denominator – and in the process has built a loyal audience that has grown in the last few years (although MSNBC shows have declined year-to-year, as most programs have).
One solution could be to build up the dayside hours with more personality-driven news. While Andrea Mitchell and Chuck Todd are well respected journalists, their anchoring duties have not produced significant ratings.
What’s Krakauer been doing with his time? Apparently not watching MSNBC dayside (he’s in good company there). Krakauer just looked at MSNBC primetime and came to the same wrong conclusion that the MSNBC brass did last June when it tried to put strong personalities on dayside by hiring Dylan Ratigan for mornings, putting on Carlos Watson, and pairing David Shuster with Tamron Hall and letting them run wild with a more “shoot from the hip” newscast (we’ll ignore Nancy Snyderman’s show which never fit in with the rest of the format and was sort of forced down MSNBC’s throat by those with much higher pay grades). It’s why we continue to see Ed Schultz pop up anchoring on dayside, something he has no business doing. The point: Strong personalities are not a sliver bullet. Content matters as well.
Read more »