{"id":15006,"date":"2012-07-30T17:22:26","date_gmt":"2012-07-30T17:22:26","guid":{"rendered":""},"modified":"2012-07-30T17:22:26","modified_gmt":"2012-07-30T17:22:26","slug":"the_political_media_complex_is_broken","status":"publish","type":"post","link":"https:\/\/admin.rushlimbaugh.com\/daily\/2012\/07\/30\/the_political_media_complex_is_broken\/","title":{"rendered":"The Political Media Complex is Broken"},"content":{"rendered":"

RUSH: Here\u2019s Bob Gibbs, the former White House press secretary. He was on This Week on ABC. Before I play the bite, I want to share something with you, just an observation. You know when Tim Russert ran Meet the Press, that show was the number one Sunday morning show year after year after year, and it continued to build on its lead. CBS\u2019 Face the Nation was a distant third place. It was a half hour show. It was run by Bob Schieffer. Before Bob Schieffer had it, Lesley Stahl did it. The ABC show with Brinkley, a relatively high number two when Brinkley ran it and for a little while after that, but it didn\u2019t matter. When Russert was at Meet the Press, it was the top dog, and it wasn\u2019t even close, for years. Well, sadly, Russert passed away. David Gregory is now running Meet the Press and they\u2019re no longer that big number one. <\/p>\n

The number one Sunday morning show is CBS, Face the Nation. As a ranking member of the broadcast community, I study the media business. There are things that happen in this business that just defy any logic, particularly if you go back just 20 years or further, and when I started in 1967. For example, CNN. Now, the president of CNN finally threw in the towel. Jim Walton is finally quitting. He says, the place needs new thinking. But look how long CNN has been comfortable sitting there with no viewers. That\u2019s something that would not be tolerated just 20 years ago. But now it\u2019s almost like there\u2019s a badge of honor. As long as you stay true to the cause, it doesn\u2019t matter. They found a way to monetize it using CNN International so they were able to show a profit on CNN. And, by the way, a bunch of little media buyers sitting in the basements of these advertising agencies are very astute, and they\u2019ll send advertising to CNN whether it makes any sense or not, simply to be loyal. Liberals protecting liberals. And don\u2019t doubt me on this; it happens. <\/p>\n

<\/p>\n

But still, sitting there with 125,000 viewers max, and then they say, “We get it. We\u2019re gonna be making changes here,” and they try to portray themselves as passive-aggressive liberals. You got MSNBC over there, which they are full-boat insane liberal and proud of it, and act that way. CNN tried to tell everybody that well, yeah, we\u2019re liberal, but we don\u2019t do liberalism here. We are objective. We\u2019re what journalism should always be. We\u2019re objective. We don\u2019t have any opinions here. And they mean it when they say that. And then they intro a piece on Sarah Palin and they use as their bumper a song called Stupid Girls. This is after Jim Walton quit saying the place needs new thinking. This is the kind of stuff 20 years ago people that ran these outfits wouldn\u2019t put up with it. <\/p>\n

You go back to NBC. They have lost the lead in the Sunday morning franchise, Meet the Press. They owned it. From a financial standpoint, from a prestige standpoint. And now they\u2019ve lost it to a guy who was in third place. And the guy who\u2019s in third place didn\u2019t do anything to gain any ground. He didn\u2019t change what he was doing, Bob Schieffer. They only just recently went to an hour, if it\u2019s even official. Bob Schieffer just sat there, continued to be Bob Schieffer and so forth. They didn\u2019t do anything spectacular. What happened was NBC backed up to the field, Meet the Press backed up to the field. I don\u2019t know. The way success is measured in this business is pretty standard and hasn\u2019t changed. And there are two basic ways. You measure it with ratings and revenue. And the two generally are combined. They go hand in hand. <\/p>\n

Now, in some cases you\u2019re able to get by with less or little revenue. If somewhere else in the division is making up what you\u2019re losing, then you can say, okay, we\u2019ll stay true to the cause. But that\u2019s not happening here. I just sit here and I scratch my head at this. And I think, folks, it\u2019s just a sign of how continually broken our political media complex is. It is purely partisan. It\u2019s entirely, 100% agenda-driven, and, as such, the agenda matters more. You got a bunch of liberals in there, doesn\u2019t it make sense the agenda would matter more than profit? That agenda would matter more than the business aspects of it? <\/p>\n

Now, the New York Times, look at them. The New York Times is losing pages, losing ad revenue, losing money, but the family controls the shares. There\u2019s nothing anybody can do about it. They\u2019re looking for a new CEO at the New York Times, but it doesn\u2019t matter \u2019cause whoever they hire the paper is still gonna be run by Arthur Sulzberger Jr., Little Pinch. So the CEO is a position that they have to have to satisfy Wall Street investors, but the CEO really doesn\u2019t have any power there. The Sulzberger family does. And the current scion running the place is running it into the ground. Now, for that to happen, the New York Times has to be driving away its own readers, \u2019cause they only appeal to the hard-core fringe, Upper West Side left. <\/p>\n

<\/a><\/p>\n

They have to be driving away their own people. It\u2019s not as though conservatives all of a sudden woke up and got tired of reading the drivel that\u2019s in the New York Times. And yet they\u2019re hunkering down and staying true to the cause, to the agenda, which is different than the way it used to be. I think they got all these media people, even though the monopoly essentially was busted up in the mid-nineties, I still don\u2019t think they\u2019ve adapted. I don\u2019t think they\u2019ve come to grips with the fact that they\u2019re no longer a monopoly and they still want to operate according to these old models, and they end up becoming a laughingstock. I\u2019m gonna make an enemy here, and I don\u2019t really intend to. This is not the point. I saw, at least according to one of the sound bites here, I didn\u2019t see it, but the substitute host for the Sunday ABC show yesterday was a guy named Matthew Dowd. Matthew Dowd is a former on-camera Republican strategist, slash, consultant for the Bushes and the Republican Party. He\u2019s not a media guy. He\u2019s not, by training, a journalist and there he is cohosting. <\/p>\n

You know how hard that job used to be to get? They\u2019re putting people in these jobs that ever never done it before, have no talent, are not really journalists. You got all these people in the smaller markets sweating away, slaving, waiting for their big break, make a market jump here, market jump there, finally get noticed and finally get an important network gig and the networks are giving jobs to people that have never done it before. It woulda never happened. It\u2019s stunning. Now, I\u2019m interested in this simply because it\u2019s the business I\u2019m in. Radio\u2019s been doing this for years. What was the shrink\u2019s name in LA that they put on, Dr. what was her name? And then the car guys. They put all these people on who had never, ever been on the radio before. And I said, “Well, that\u2019s it. That\u2019s the end of it.” <\/p>\n

It took me 30 years to get higher than market number 20. And here people have never done it before in markets one and two, being hired. Well, I know they\u2019re all gone now. I\u2019m still here, because it is a business, highly trained broadcast specialist and so forth. But when you look at what\u2019s now happening in the so-called news business, they\u2019re bleeding audience and they\u2019re bleeding revenue, and now they\u2019re all watching an HBO show, which is a fantasy, The Newsroom. The West Wing was a fantasy presidency. Now they\u2019re all watching a fantasy news show about a fantasy network and thinking it\u2019s real. And that\u2019s who we\u2019re doing battle with each and every day. <\/p>\n

Anyway, here\u2019s Gibbs. A long intro to the Gibbs sound bite. He was on This Week yesterday, and — ah, here it is, fill-in host Matthew Dowd. Nothing against Matthew Dowd, and I don\u2019t want anybody calling him. If you can get the gig, get it. Not his problem he got hired, not his fault. He looks good. I guess that\u2019s what matters. And he might be pretty good. I don\u2019t know. I didn\u2019t watch it. I\u2019m just chronicling how profoundly different it is. There\u2019s no such thing as a professional anymore, at least not highly trained and seasoned and experienced. I think it matters. Anyway, the question for Gibbs, “Are we at a place where the Mitt Romney message is ‘fire him\u2019 and the Obama strategy is ‘don\u2019t hire him,\u2019 and it\u2019s been all negative with no vision of the future?”<\/p>\n

GIBBS: Mitt Romney had a strategy during the primaries. He used negative ads to destroy Rick Perry. He used negative ads to destroy Newt Gingrich. He used neglect ads to destroy Rick Santorum. We\u2019re not gonna let him play his tried and true role as prep school bully, we\u2019re gonna certainly respond — and, look, the ad that you mentioned on what the president said, selectively edited, the sentence previous to what you heard the president say is talking about infrastructure and roads and bridges.<\/line><\/p>\n

RUSH: That\u2019s still gotten under their skin. But, here, I wanted to play this because “he\u2019s a prep school bully<\/a>.” Here\u2019s Romney, he\u2019s running around attacking all these people, and yet he\u2019s a wimp on the latest cover of Newsweek magazine.<\/p>\n

BREAK TRANSCRIPT<\/p>\n

By the way, got a question, asked many times in the e-mail. I was talking an hour ago about the media and why they\u2019re hiring people who have never done it before; why they stick to their agenda when they\u2019re losing money and losing audience; why do they do it and how different the business is. It really is. It really is. I mean, when I moved to New York in 1989, believe me, I knew that if I were gonna succeed, it was gonna have to be real. I was gonna have to have a real audience. I couldn\u2019t have a buzz audience. I couldn\u2019t have an audience everybody talked about and talked about as being big. It was gonna have to be provable, and I wanted it to be. I didn\u2019t go there to become number five. I didn\u2019t go there to become number four. I went there to become number one, and I wanted it to be demonstrated and provable with ratings, audience research. And it is. And it has been since about two years after we started. <\/p>\n

<\/a><\/p>\n

Meanwhile, a bunch of programs with one one-hundredth the audience are raved about, and they have buzz about \u2019em and so it\u2019s thought that they\u2019re bigger, but I didn\u2019t want that kind of phoniness. I didn\u2019t want that kind of artificiality. But I\u2019m looking at it, I\u2019m looking at all these people, you hire David Gregory. Sorry, he\u2019s no Tim Russert. Christiane Amanpour to replace, who was it? I forget who was in there. But that show hasn\u2019t been what it was since Brinkley left. But these people are just filled with their agendas and the stuff that I\u2019ve always used to measure success in this business doesn\u2019t matter to any of them, including money. They seem to think they should be immune to bottom-line concerns. They should be able to have the freedom to operate at whatever loss they incur \u2019cause their mission is so important. <\/p>\n

Anyway, people in the e-mail said, “Rush, why don\u2019t the owners do something about it? I mean, when Jack Welch was CEO of GE when they owned NBC, why didn\u2019t he…” This is actually a good question. “Rush, can\u2019t these people see the success of shows like yours and Fox? Don\u2019t they see what they have to do? What\u2019s so wrong about wanting a conservative audience?” They don\u2019t want a conservative audience \u2019cause there go the Pulitzers. Folks, they do not want you watching their networks. Twenty years ago a network startup like Fox News woulda had everybody copycatting them and trying to steal their talent and trying to steal their management, and everybody would have wanted a piece of that success. This is what\u2019s amazing, that they don\u2019t want a piece of it. They say it isn\u2019t real. They say it\u2019s illegitimate. They say, “Well, it\u2019s just a bunch of mind-numbed robot conservatives.” It\u2019s amazing.<\/p>\n

Do you realize if somebody wanted — and I say this with all seriousness. I know it would never happen, but we have a weekly audience here of anywhere from 20 to 25 million, 12 million in the course of a three-hour program, you think if somebody were serious about increasing their audience for the Nightly News, they might try to do something to get this audience watching it? No way. There is absolutely no way. And it\u2019s not \u2019cause I\u2019m not a journalist in their definition. No way. They don\u2019t want any part of you watching them. It would be embarrassing. It would be embarrassing for them to have the Fox News audience or the talk radio audience. <\/p>\n

Anyway, this question about ownership. Jack Welch is a conservative. Jack Welch knows what the media is doing. Why did he allow NBC to continue to be what it was when it wasn\u2019t what his vision was? The answer to this, folks, you\u2019re not gonna like, but these general managers, these CEOs, and even the owners of these networks are human beings, too, and they know that if they — for example, let\u2019s take CNN, as an example. Let\u2019s say that Jeff Bewkes, who is the Time Warner CEO, hires somebody from Roger Ailes\u2019 staff, says, “I want you to turn CNN into Fox. I want you to do whatever they did over there.” What would happen is that the vast majority of people at CNN would leave and start ripping the hell out of Bewkes off the record. <\/p>\n

If Jack Welch had tried to impose on NBC to try to drop some of the liberal bias and just do it straight, just do straight news, just tell us what happened, to hell with what you think about it, just tell us what happened, just do the news, you\u2019d-a had a bunch of people at NBC who would have gone off the record ripping Welch and telling dastardly stories about what it was like to work there and how much it was destroying the sacred trust and the tradition of NBC News, and they don\u2019t want that. <\/line><\/p>\n

Most people are not like me, folks. Most people care about what\u2019s said about them in the media. The vast majority of people care what other people say about \u2019em. I had to learn a long time ago to not care. Most people do. And it dominates and governs how they operate and decisions that they make, pure and simple. And, you know, it\u2019s a rocky road. I mean, look at me. Twenty-four years ago, just in the modern era, 24 years ago, I left Sacramento, I went to New York, and I wanted to be most successful radio guy ever. I did not go there to be in politics. I didn\u2019t go there to be involved in politics. I didn\u2019t go there to have any of what\u2019s happened, happen, other than the radio side stuff. Now look. For whatever percentage my reputation has been destroyed among, what, 30, 40% of the country, simply because I have been successful as a conservative. My reputation is mud. <\/p>\n

The reputation I\u2019ve got among most people is so far from the truth, I\u2019d-a gone nuts if I cared about it. All I wanted to do was be a radio guy, and I\u2019ve got 30, 40% of the country, totally ruined reputation, simply because I have been successful and effective as a conservative on the radio, pure and simple. Well, I\u2019m just gonna tell you that most people don\u2019t want to happen to them what\u2019s happened to me. Oh, they would love to take what they think the success is and what they think the trappings are. But they don\u2019t want this other stuff, including CEOs and managers and owners, they don\u2019t want this kind of assault on their reputations, their image, and their integrity and all that. They\u2019re not as committed to the cause as somebody like I am. They\u2019re just not. Most people think that they are, and they\u2019re not. Most people care about themselves first, second, third, fourth, fifth all the way down to number 25. <\/p>\n

So that\u2019s why there\u2019s general fear of what will be said about people if — I\u2019m using Jack Welch as an example. I could be wrong about him; I don\u2019t know. I\u2019m just using him as an example because he\u2019s a well known CEO who\u2019s obviously conservative who ran the parent company of NBC. But you could say this about Les Moonves who runs CBS. He\u2019s not conservative, but if he were he still wouldn\u2019t change CBS because he doesn\u2019t want what would be said about him by the people that work at the place. You know, you fire Dan Rather and he trashes you, that\u2019s fine because, you know, Rather blew himself up first. But most people don\u2019t want to have happen to them this kind of stuff. So that\u2019s why. <\/p>\n

And then these people in the news business, while they\u2019re not witnessing the destruction their own business, they are making it happen. They are bringing it about. And they\u2019re sitting there blaming the Internet, blaming social media, or even they blame conservative talk radio for accusing them of bias, or they blame people at Fox or whatever. But they are personally involved in their own demise, their own success, their own professional demise. It\u2019s just that simple. No more complicated. But that\u2019s why the owners or the CEOs are never gonna try to change \u2019cause they\u2019re afraid of what will be said about \u2019em. If you can\u2019t get rid that, then you\u2019re always gonna be a prisoner to what others want you to do, and that\u2019s where they are. <\/p>\n","protected":false},"excerpt":{"rendered":"

RUSH: Here\u2019s Bob Gibbs, the former White House press secretary. He was on This Week on ABC. Before I play the bite, I want to share something with you, just an observation. You know when Tim Russert ran Meet the Press, that show was the number one Sunday morning show year after year after year, […]<\/p>\n","protected":false},"author":14,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","ngg_post_thumbnail":0},"categories":[],"tags":[],"yoast_head":"\nThe Political Media Complex is Broken - The Rush Limbaugh Show<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rushlimbaugh.com\/daily\/2012\/07\/30\/the_political_media_complex_is_broken\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"The Political Media Complex is Broken - The Rush Limbaugh Show\" \/>\n<meta name=\"twitter:description\" content=\"RUSH: Here\u2019s Bob Gibbs, the former White House press secretary. 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