As Climan notes, technology, the rise of cord cutting and the availability of movies online, allows for unprecedented opportunities for niche marketing. Large cultural companies see their future not so much as appealing to the mass audience, but to a large, often wealthy, audience that shares their increasingly homogeneous world views. The rise of Trump has been a huge boon to “resistance” media like the New York Times, MSNBC, late night talk shows and Saturday Night Live, all thriving from those millions who can’t get enough anti-Trump.
The big open question is who will capture the 40 to 50 percent of America that the mainstream media finds “deplorable.” This alternative audience is not made up entirely of repulsive alt-right white nationalists and is clearly underserved in our mainstream media. They may not be generally as erudite as readers of the New Yorker or the New York Times, and perhaps less attractive to the luxury advertisers who sustain those publications, but they are not necessarily illiterate dopes. In fact, the average Trump voter appears to have been wealthier, and even better educated, than those who voted for Hillary Clinton.
Today only a small part of big media, notably talk radio, as well as Fox News and other outlets of the Murdoch empire, have targeted this audience.