Mediaite’s Steve Krakauer writes about a new FBN ad campaign that features…nothing but FNC talent?
In a TV ad that has played in the New York market on Fox News, but also has been seen this week on the cable news competition CNN and MSNBC, every major FNC star makes an appearance in a rapid 30-seconds. Bill O’Reilly says FBN is “straight-forward, no-spin talk you can trust,” while Sean Hannity describes “the power to inform.” Then there’s Glenn Beck, who says, “come on America the choice is simple,” and “this network wants you to succeed” (apparently the competition doesn’t).
Also in the ad are Greta Van Susteren, Megyn Kelly and Bill Hemmer. The tagline at the end, showing both logos, is “two networks, twice the power.”
What this ad also inadvertently says (which Krakauer didn’t mention): FBN apparently is neither strong enough nor has the star power necessary to speak for itself, so much so that they have to bring in “ringers” from its big sister to make its case for it. Krakauer argues that the increased star power may yield dividends down the line. It may, or it may not. But that isn’t what concerns me. What concerns me is the mixed message it sends to the viewers and to FBN’s staff.
Long time MSNBC viewers know of what I write. For years on end big news stories would get usurped by NBC News’ star talent while the rest of the time the network’s staff was left to fend for itself. This had the unfortunate result of re-enforcing in the viewers’ minds that MSNBC was weak and only mattered to NBC when it was a big news story. This is less the case today than it used to be but this phenomenon still occurs – but today it sometimes takes a slightly different form where MSNBC’s primetime talking heads start eating up dayside real estate during big news stories and leaving the in house bread and butter news anchors either marginalized or on the bench entirely.
The point, in FBN’s case, is this: By using people who don’t have much at all to do with FBN’s day to day on air presentation, the network risks making the viewers think that FBN can’t function well on its own, that it has to go outside for help, that it will look for something, anything, to bring viewers in regardless of the suitability of such an endeavor. I don’t think FBN is weak. And I think FBN is getting stronger every day. But that’s not what these ads covey to me. Instead of banking on the stars the network has to sell it, the network banks on the stars it doesn’t have to sell it.