MSNBC’s top executive, Phil Griffin, thinks the shift is short-lived. “There has been an inordinate amount of big, breaking news, and that is, honestly, when CNN does well. It’s pure muscle memory,” he said. MSNBC’s performance is bound to suffer in comparison with that of 2012, he added, when a presidential election drew political junkies and casual viewers alike.
Sounds plausible, but could MSNBC’s recent ebb suggest something more seriously amiss? Je rey McCall, author of “Viewer Discretion Advised: Taking Control of Mass Media Infl uence,” believes so, saying that the newsie generated its initial momentum by riding the optimism of President Obama’s rise to prominence.
“MSNBC’s problems might be more than just a hiccup,” McCall maintained. “Now that the Obama administration’s fortunes have apparently declined with various challenges like NSA, IRS and Benghazi, previously (enthusiastic) news consumers on the left might find it hard to keep tuned in.”