Media mogul Ted Turner launched the Cable News Network—CNN—in Atlanta on June 1, 1980, as the world's first 24-hour all news network. It wasn't followed by Fox News until 16 years later. The channel was created by Australian-born American media mogul Rupert Murdoch, who hired Roger Ailes as its founding CEO. The channel was launched on October 7, 1996 to 17 million cable subscribers.
That same year, MSNBC and its website were under a partnership between Microsoft and General Electric's NBC unit, hence the network's name. Microsoft divested itself of MSNBC in 2005, and its stake in msnbc.com in 2012. The general news site was rebranded as NBCNews.com, and a new msnbc.com was created.
In recent months, major news networks like MSNBC, CNN, and Fox News have experienced significant declines in viewership ratings, a trend that has raised concerns within the media landscape. Since October 2023, ratings for these networks have dropped by as much as 30% on average. This decline can be attributed to several factors, including viewer fatigue, the growing prevalence of alternative news sources, and shifts in audience preferences towards more localized content.
Online news sites have not been immune to this trend either, with many reporting a decline of approximately 20-25% in traffic and engagement. This drop has coincided with a troubling wave of local news outlet closures, with over 100 local newsrooms shutting down in 2023 alone. These closures have left communities with fewer sources of local information, further emphasizing the need for accessible and reliable local news.
Several reasons contribute to the decline in viewership for major networks. First, the polarization of news content has led many viewers to seek out alternative sources that align with their beliefs, often turning to social media or independent platforms. Additionally, high-profile layoffs at established outlets, such as the Washington Post, have raised concerns about job security within journalism, leading to a more cautious approach to news consumption.
Moreover, the recent salary cut for Rachel Maddow, a prominent figure at MSNBC, has sparked discussions about the sustainability of high-profile media personalities in an increasingly competitive cable news landscape. This move, coupled with overall budget cuts in major news organizations, has further fueled viewer discontent.
Despite the decline in ratings for major networks, the demand for local news remains strong. Communities are increasingly turning to online platforms for hyper-local reporting that addresses their specific needs. Local news provides vital information about events, politics, and issues that directly affect residents, fostering a sense of community engagement. As audiences continue to seek trusted, relevant sources of information, local news outlets are poised to fill the void left by national networks.
While the loss of trust from dishonest reporting lead to declining ratings for major news networks and online outlets is a significant concern, it simultaneously highlights the vital role of honest local journalism. As communities strive for connection and understanding, local news will undoubtedly remain in demand, adapting to the changing media landscape and the needs of its audience.
The rise of podcasts, like 'Heartland Journal' and our new 'Turning the Page' with Nova Page and social media platforms, particularly Twitter, has transformed how audiences consume news. Podcasts have seen a hyper-growth in popularity, with millions of listeners tuning in for in-depth discussions, expert analysis, and diverse viewpoints on current events. This format allows for greater flexibility and accessibility, appealing to audiences seeking news on their terms. Meanwhile, Twitter has emerged as a leading source for real-time updates and breaking news, with hashtags and trending topics driving conversations and engagement. As these platforms continue to evolve, they are reshaping the media landscape, offering alternatives to traditional news outlets and highlighting the shift towards more personalized and immediate news consumption.
Editorial comments expressed in this column are the sole opinion of the writer.
