Newsmax has been raising money to finance its TV ambitions. Private equity from “a couple of investors,” Mr. Ruddy said, has paid to upgrade studios and hire figures like Mr. Kelly and the former White House press secretary Sean Spicer as the hosts of shows that replaced hours of World War II documentaries, and carry conservative radio talkers including Howie Carr from Boston. The investors, he said, are domestic, despite a Politico report (picked up on Breitbart) indicating he was in talks to raise money from Qatar. Mr. Ruddy said he sent proposals to many sovereign wealth funds, among others, but has not taken foreign investment. He blames his former rival, Stephen Bannon, for pushing the Qatar story, but such grudges are fleeting in the often-shifting alliances of the new right: Mr. Bannon’s podcast, “War Room,” is now also broadcast on Newsmax late at night on weekdays.
Newsmax now needs to raise more money, or sell fast, if it’s going to keep upgrading its talent and production quality to press its advantage with Fox News — which has begun nervously trying to block guests from appearing on the network.
When I pressed Mr. Ruddy on why he was stringing along his audience with a story he can’t, really, himself believe — that Mr. Trump won the election — he didn’t really defend it. Instead, he countered that he wasn’t the only one. “For two years, the liberal media pushed this Russian hoax theory, and there didn’t seem to be any substantiation at the end of the day and it was a pretty compelling, gripping story — controversial personalities, things happened, sparks were flying,” he said.