Maddow Helps MSNBC Make Left Turn

Network hopes new anchor will translate into ratings, ad revenue
By Rob Quinn,  Newser Staff
Posted Aug 22, 2008 8:06 AM CDT

(Newser) – Rachel Maddow's promotion to prime-time at MSNBC more clearly draws the partisan lines among the cable networks, writes Brian Stelter of the New York Times: MSNBC on the left, Fox on the right, and CNN claiming middle ground. Now the big question: Will the Maddow move translate into more ads? It seems likely. Viewers seems drawn to outspoken views, and, in fact, Fox now brings in more ad revenue than CNN. MSNBC is in a distant third.

“Partisanship doesn’t scare advertisers," said a sales director for Fox News. "What scares advertisers is lower viewership." MSNBC's Keith Olbmermann has doubled the network's 8pm ratings since taking over in 2006, and Maddow's emphasis will be on keeping those left-leaning voters hanging on for another hour.