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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.

[Images (3)]

[Videos (1)]

[Quotes (1)]

In this undated photo released by Air America Radio, host Rachel Maddow is shown. (AP Photo/Courtsey of Rachel Maddow, file)

Conservative Fox talk show host Sean Hannity speaks during a debate against liberal Salt Lake City mayor Rocky Anderson, Friday, May 4, 2007, in Salt Lake City, Utah. (AP Photo/Douglas C. Pizac)

Keith Olbermann of MSNBC poses at the Ronald Reagan Library on Thursday, May 3, 2007 in Simi Valley, Calif. (AP Photo/Mark J. Terrill)

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Keith Olbermann talks to Rachel Maddow about the news that she will get her own show on MSNBC. (videocafeblog)

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We’re not looking for political bent, we’re looking for eyeballs within our target audience. That usually doesn’t skew Democratic and Republican; that’s more age, sex and lifestyle.
- Peter Knobloch, of media communications agency RJ Palmer

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Maddow Helps MSNBC Make Left Turn