Everybody knows that the Moneyed Media (also known as Mainstream Media) are in trouble. The press, in particular, is doing badly. Readership and advertising income are down. The Pew Research Center for Excellence in Journalism reports that it's so bad they are going to rename themselves the Observatory of Media Mediocrity. Nah, actually, they report that 2011 newsstand circulation was down 43% since 2008. Overall circulation was down "only" 6% thanks to cut-rate subscription rates. Magazine ad pages went down 46% in the same period. Newspaper advertising and circulation, on average, went down about 50%. In short, a bloodbath.
Is it because Americans watch more TV? Nope. According to Nielsen's annual "Television Audience" report, a growing percentage of households in the 18-to-49 core demographic that advertisers so covet do not even own a TV set (about 3% this year, vs. 1% last year). If they ever want to watch a show or a movie, these people play a DVD on their computer or, increasingly, stream video from Hulu, Netflix, or the like. They are exposed to a few ads, but that's nothing in comparison to the 35% of airtime devoted to commercials that cable viewers get to swallow. And of course, all the news and infotainment spewed by network TV never reach these unplugged eyeballs. Even among the declining TV owners, the big networks and their affiliates saw their prime-time audience decline 12% since 2005. Live ratings of programs have been decreasing constantly for the last three years.
All these factors are a good reason to stop calling Big Media "mainstream." They still have income, a payroll, and some notoriety, though, which is why they can be called "the Moneyed Media."
What are the causes of this decline? According to every media consultant I've read, it's because of this darn internet. The ponderous Paperosaurus Rex and Teeveelociraptors are in competition with the small, nimble Internet mammals, and the old beasts are losing.
The modern-liberal media outlets show a disconcerting uniformity and are rarely critical of the Obama administration, except when considering the most irrelevant subjects.
According to the consultants' narrative, professional journalists see their carefully researched stories ripped and copied to multiple sites. Cheap local TV with underpaid, half-starving crews gains an undeservedly equal footing with the major networks, thanks to their websites. And the world mourns the death of Real Investigative Journalism, since these blog writers that now pass for journalists don't leave their mom's basement to go track toxic iPad factories in China or children killers in Africa.
Yes, granted: these factors certainly count. But isn't there another big reason for America's disaffection with the Moneyed Media?
Let's look again at the Pew report mentioned above. In 2011, the only national newspaper that increased its circulation was the Wall Street Journal, a resolute opponent of state intervention in the economy. The WSJ may not be every libertarian's cup of tea, but we have to give them this: they are, with Investor's Business Daily, one of the few national conservative dailies left in the country.
Similarly, Fox News has a notable anti-liberal slant, and gathers almost four times as many watchers as the combined CNN, MSNBC, and HLN (5.7 million vs. 1.5). Are we seeing a pattern here?
Fox and the WSJ are rare exceptions. In their enormous majority, the Moneyed Media are consistently modern-liberal. In 2007, the aforementioned Pew Research Center surveyed journalists and found that about 80% of these professionals identify themselves as liberals or at least as Democrats. Only 8% identify themselves as conservative (which would, presumably, include libertarian or classical liberal). It is a truism that most newsrooms are staffed with liberals and that a conservative journalist has very few employment opportunities in the Moneyed Media.
Now, let's put ourselves a second in the Birkenstocks of Dave Democrat and Lisa Liberal. They want to read a paper or a magazine during their train commute, and after their tofu and granola dinner, they want to watch some political commentary TV. They won't watch Fox or buy the WSJ, of course. But once past this initial filter, hundreds of publications and shows compete for their attention, from the allegedly moderate ones that Dave Democrat might favor to the rabidly leftist ones that Lisa Liberal may prefer. Lisa is even suffering from an embarrassment of riches: recall that only 19% of Americans call themselves liberal, yet a disproportionate share of the media caters to them.
The modern-liberal media outlets show a disconcerting uniformity and are rarely critical of the Obama administration, except when considering the most irrelevant subjects, such as Michelle's wardrobe or the antics of Secret Service agents. A grayish, soothing conformism oozes from all these mouths that babble without actually saying anything important, spewing a verbiage that carefully avoids important problems. It's a nice, relaxing way for Dave and Lisa to reinforce their biases, but it's pretty boring.
At the end, Dave will browse the Democratic Underground on his iPad while Lisa will read Daily Kos. At least, the crazy comments sometimes elicit a smirk.
And here lies the problem of the Moneyed Media: it's all the same leftist drivel, a uniform river of meaningless information that never evokes crucial problems.
The Moneyed Media carefully minimize all the news items that could harm or ridicule Obama and his peons. And yet, what golden material the Obama administration offers! The shady, undocumented past — even his student records are sealed. The illegal alien relatives. The DOE subsidies and loans to dubious firms, with taxpayers' money ending up in the pockets of rich Democratic donors. The gun-running scandals, which NBC News didn't mention until mid-June. The runaway regulations. The EPA undoing congressional laws. The beyond-reason deficit. The laws and court decisions that are ignored — sorry, "not enforced" — except in the case of medical marijuana, against which the law is sternly invoked. The continuing unemployment four years after the financial crisis started. The lawsuits against states. The gleeful, careless waste of money by the federal administration. The secret meetings while golfing. Why, if Nixon had done any of this, popular culture would still reverberate from the outrage!
If only half of Obama's stupid gaffes had been uttered by Bush I or II, they would be sarcastically recounted daily on every channel, in every paper.
And the gaffes, the gaffes! Whenever Obama strays from his teleprompter, hilarity ensues. "I've now been in 57 states" during the campaign was a howler by itself. Then we had "I don't speak Austrian" — yeah, I hope you speak Australian at least. We heard a Navy member being called a "corpse-man." We saw the president, parading at a goofy show, disparage his own bowling, comparing it to the Special Olympics — how classy. Oh, but that's OK, because "We're the country that built the Intercontinental Railroad." Too bad the country is inhabited by working-class voters, because "they get bitter, they cling to guns or religion or antipathy to people who aren't like them." Then we basked in his wisdom: "Middle East is obviously an issue that has plagued the region for centuries." But don't think he is unpatriotic: to a veteran crowd, he said, "I see many of the fallen heroes in the audience here today as we celebrate Memorial Day." And there are many more. If only half of these stupid things had been uttered by Bush I or II, they would be sarcastically recounted daily on every channel, in every paper, and used as icebreaking jokes by every attendee of conferences.
And then there are unexplainable acts that occupy a class by themselves, Obamaisms that, by their weirdness, leave any Bushism far behind. Bowing to the Saudi king. Bowing to the Japanese emperor. Giving a speech during "God Save the Queen" at Buckingham Palace. You can treat these awkward moments as fodder for comedy or for indignation, but they certainly deserve better than the silence that greeted them in the Moneyed Media.
You see, our talking heads are being protective of this "mainstream African-American who is articulate and bright and clean and a nice-looking guy," in the immortal words of Joe Biden. (And speaking of comedy, Biden's bloopers would have launched a hundred standup routines in a less leftist America.) But this unflinching support makes the heads uninteresting drones who can no longer connect to an audience or a readership. The public is bound to notice mindless idolatry, at some point. And it has. It pays less and less attention to the babbling poseurs in the Moneyed Media. That's why business is down.
The remedy is obvious. Since all these fine intellects in the newsrooms are currently paralyzed by unconditional devotion, let's turn the love into rage. Let's replace blatant self-censorship with thundering, fact-exposing editorials. In a word, let's have a Republican president. Faced with the fall of the One, all the creative energy currently spent in covering up scandals and making media boring will suddenly get channeled into the pursuit of truth. If the present GOP favorite is elected, we won't see much difference (alas) in the level of statism, but we'll immediately be regaled with the slightest nuggets of scandal unearthed from a boring Mormon life. After four years of self-muzzling, our media will once again learn to analyze documents, discern truth, and expose coverups. The moneyed media will be back in business.
But of course, they will fight tooth and nail against it.