Facts matter: Sign up for the free Mother Jones Daily newsletter. Support our nonprofit reporting. Subscribe to our print magazine.

The Project for Excellence in Journalism reports that the audience for cable news plummeted last year. In particular:

The audience for cable news in the last year declined substantially. In aggregate, the median viewership fell 13.7% across the entire day in 2010. Prime-time median viewership fell even more, 16% to an average of 3.2 million, according to PEJ’s analysis of Nielsen Market Research data. Daytime fell 12%.

This is interesting. The audience for actual cable news dropped a fair amount, but the audience for prime time blowhardery dropped even more. So the problem isn’t that 24/7 news is too boring and needs further injections of attitude, because it turns out that attitude isn’t selling as well as it used to. On the other hand, CNN cratered in prime time far worse than the two blowhard cable news outlets, so apparently the public appetite for more high-minded analysis is weak too.

I don’t really know what to make of this, but in a weird way I blame MSNBC. For a while, Fox was sui generis, and their viewers basked in the idea that they were part of an exclusive fraternity of insurgents fighting the liberal media monolith. Then MSNBC became the Fox of the left, and suddenly the liberal monolith was unmasked as…..Rachel Maddow and Keith Olbermann. Once prime time explicitly became just a battle of Team Right versus Team Left and Team Nothing, that made all the blowhardery just a little less special than it used to be in the good old days. Even diehard partisans probably started to lose interest, and that dampened the appetite for prime time cable shows of all stripes.

Then again, maybe it’s all Glenn Beck’s fault. When a guy like that becomes the face of cable opinionmongers, it can hardly help but give opinonmongering a bad name.

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate