#wellinformed

All of us know thyroid is a tiny, butterfly-shaped gland, situated in the neck region, under Adam's apple and plays a vital role in the regulation of the metabolism of one's body.  When this tiny gland overproduces or under produces its hormones results in creating havoc within the body and this havoc is known as thyroid disorder. 

What are the downsides of being intelligent or well-informed?

What are the downsides of being intelligent or well-informed?

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What Drives Value or the Rise of Morning Joe

For many years I followed Mo:Ma on German TV, as well as Los desayunos de TVE on Spanish TV to get a head start on the news of the day. Nowadays my morning routine includes coffee, radio and newspapers but I stay away from TV, unless I am on a business trip. In those cases I watch TV news in my hotel room while I get ready for work.

This week I have devoted some attention to a show I had heard about on SNL sketches, and recently in a New Yorker Radio Hour episode. During that episode Jeff Zucker, President of CNN, commented the rise of several media platforms thanks to an unlikely savior; President Donald Trump. Morning Joe is one of the shows that seem to have benefited from presidential attention, including attacks against the show’s hosts on Twitter.

The Associated Press seems to confirm Zucker’s words. According to their report, the MSNBC show hosted by Mika Brzezinski and Joe Scarborough received its highest viewership for a discussion of Trump’s critical tweets about their show.  The day after the tweets 1.66 million people watched Morning Joe, narrowly beating the show’s previous record, which came the day after Trump was elected last year.

What Is Morning Joe All About?

For those of you who are not familiar with the show: Morning Joe features a wide variety of guests, including newsmakers, Washington insiders, journalists, and cultural influencers who provide insight and analysis around the day's stories. It is hosted by Joe Scarborough, Mika Brzezinski and Willie Geist.

Morning Joe is a typical infotainment television program. It broadcasts live every weekday morning from 6:00 to 9:00 a.m. Eastern Time and is targeted at the combined demographic of people getting ready for work and school, and stay-at-home adults and parents.

You can follow the show on TV or watch full episodes online. Full episode transcripts are available here within 48 hours of air date.

Audience and Ratings

According to Variety magazine, “in Q2 of 2017, “Morning Joe” averaged 997,000 total viewers.” It appears that the feud with President Trump has increased the show’s viewership.

An NBC Universal press release provides more detailed information: the show posted an average viewership of 997,000, making it the second-highest rated show in the 6 a.m. to 9 a.m. slot. Morning Joe also achieved “MSNBC's highest rating ever” in that time slot among viewers aged 25 to 54. 

The MSNBC morning show, as well as rivals "Fox & Friends" on Fox News and "New Day" on CNN, has seen record viewership in recent months, gaining viewers and advertising dollars at the expense of rivals that are often seen as less news-driven. Morning Joe is currently in second place in total viewers and third place among 25-54 viewers against other cable morning news programs. Fox News Channel's “Fox & Friends” leads with 1.64 million viewers and 372,000 25-54 viewers. CNN’s “New Day” is at 682,000 total viewers and 255,000 25-54 viewers. 

Cable networks, which earned more than $5 billion in ad sales as of 2015, are benefiting from an all-time high, as are the broadcast networks which reportedly earn about $1 billion per annum from their morning shows alone. 

But competition is high among morning shows. And, according to CBS News, "the morning hours are becoming increasingly competitive in the fight for millions of viewers and billions in advertising dollars.”

Advertisers Drink Up Morning Joe

Forbes Magazine reports that last March a source close to MSNBC confirmed that Morning Joe's brand and ratings have led to an increase in demand from media buyers and an increase in the price of advertisements. The assumption is that this may have to do with one all-important viewer; President Trump. 

The president reportedly watches Morning Joe - as do other Washington personalities, including Senate Minority Leader Chuck Schumer and Attorney General Jeff Sessions - and advertisers are willing to pay up to place their products where he can see them.

As the President reacts in real time to the show through his tweets, Morning Joe's ad rates keep going up, and have reportedly doubled since the election. According to Derek Rucker, a professor at Northwestern’s Kellogg School of Management, “If an individual is important enough, then his or her viewing an ad may really matter, and it may be worth it to spend the money to target them.”

Brands seem to agree and are willing to invest more to reach that one viewer; in 2016 the show brought in $17.3 million for MSNBC, according to iSpot.tv, a 37% increase from its 2015 ad revenue. 

Beyond POTUS

While there is a clear advantage to addressing the President of the United States directly in the early morning hours, brands should care about morning news shows for other reasons, too. 

Brands should view morning news shows in general, and Morning Joe in particular, as a great opportunity to get their message in front of millions of viewers in the U.S. and, thanks to online viewing, around the globe.

And Finally...

Even if Morning Joe is not your cup of tea, morning news shows are a great way to get your daily dose of news and to start off the day well informed.