The sudden rise and precipitous fall of Newsmax, explained by an expert.
Former President Donald Trump gave a speech over the weekend, but you might not have known it even if you are a regular Fox News viewer. Instead, you wouldâve had to turn to Newsmax, the right-wing cable news channel thatâs sticking to its old-school strategy of being the Trumpiest channel on TV.
But with Trump now more than seven months removed from the White House, out-Trumping the competition isnât proving to be the ratings hit these days that it was in December and January.
The wall-to-wall coverage of Trumpâs speech on Saturday at a Turning Point event in Phoenix was a snapshot of how Newsmax is trying to stay relevant. While Fox News continued with its regularly scheduled programming, Newsmax carried all of Trumpâs nearly two-hour speech live. Not only that, but Newsmax led into the speech with a segment that pushed the former presidentâs big lies about the 2020 election.
âWeâre beyond the âconspiracy theoryâ nonsense. We all know, weâre not stupid, we know something happened,â said host Rob Carson, who went on to cite long-debunked claims of election fraud in Arizona to make a case that Trump was somehow cheated out of the presidency.
This approach was a hit for Newsmax in December and January, when Trump supporters felt burned by Fox News in the wake of its early (but ultimately accurate) call of Arizona for Joe Biden. Those anti-Fox grievances were promoted by Trump, who helped Newsmax by live-tweeting the channel instead of Fox News (before his Twitter banishment, of course), and even helping Newsmax best Fox News in the ratings in the key demographic.
But Newsmaxâs effort to out-Trump the competition has been less successful since Trump left the White House for Mar-a-Lago. Newsmaxâs viewership is down more than 50 percent from January (from an average of about 300,000 viewers then to about 114,000 on July 18), and following a significant slump in December and January, Fox News has reestablished itself as not just the most-watched right-wing cable news network but the most-watched cable news network, period.
With Trump once again holding political rallies ahead of a likely 2024 presidential run, I thought it was timely to talk to Media Matters for Americaâs resident Newsmax expert, Jason Campbell, about Newsmaxâs place in the broader right-wing media ecosystem. Suffice it to say heâs bearish on Newsmaxâs prospects of ever filling CEO Chris Ruddyâs vow to âovertakeâ Fox News.
âThe issue that I always come back to ... is that Newsmax is just not good,â Campbell told me. âItâs very dull, itâs very repetitive of conservative talking points I see everywhere else.â
So while Newsmax may be relevant enough to warrant occasional call-ins from Trump for extreme softball interviews, Campbell, whose areas of expertise also include Steven Crowder and Ben Shapiro, doesnât foresee it becoming a major player heading into next yearâs midterms â especially after it burned viewers with election fraud conspiracy theories that ended up not returning Trump to the White House for a second term after all.
Newsmax's strategy over the last year or so is to play the Fox News is too "liberal" card and hire a bunch of ex-Foxies (Bolling, Childers, Schmitt, Diamond and Silk, Morris, Kelly), along with obsessing over Trump.