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Happy Wednesday, I’m Dylan Byers.
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Welcome back to In The Room, my biweekly private email on the inner workings of the media industry. In tonight’s issue, how Fox News is leveraging Brett Baier’s unexpectedly Swan-like Trump interview to bolster the network’s credibility in the post-Dominion, post-Tucker era.
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| Bret Hot American Summer |
| Baier’s surprisingly punchy Trump interview has briefly elevated his stature at the precise moment when Fox News is more insecure than ever. Now it looks like he’s in for a tidy little raise. |
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| On Monday night, as Fox News anchor Bret Baier was interviewing Donald Trump—memorably contesting many of the ex-president’s false claims, eliciting a possible admission of obstruction, and calling into question the one-time Apprentice star’s talent recruitment pedigree—the chattering classes who usually lament Fox’s toxic effects on American political culture rendered an opposing, near-unanimous verdict. In their estimation, Baier had conducted a masterful interview, a respectful but rigid grilling, an act of journalism that served as antidote to that inglorious CNN town hall.
It was a pleasant reversal of fortune for Baier. Months earlier, after all, he had absorbed a reputational hit after the Glasser-Baker power couple revealed that he’d lobbied his network to rescind its pivotal Arizona-for-Biden call in 2020. Now, with a single interview, he seemed to be thrust back into Fourth Estate stardom, a veritable It Boy of journalism. At the very least, he was off the hook. “Hot for Bret Baier,” tweeted Brooke Hammerling, the veteran member of the tech-and-media P.R. in-crowd. “Never thought I’d say those words but wow. A masterclass in how to do an interview.” |
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| The following day, Fox News announced that Baier would bookend his summer as co-moderator of the first Republican presidential primary debate on August 23 in Milwaukee, alongside Martha MacCallum. The one-two punch seemed to affirm Baier’s pivotal role as one of the last actual journalists at the network heading into the 2024 campaign cycle. It also felt like a recalibration of sorts to Fox’s pre-Trump, Roger Ailes era, when the network and its oppressive and sharp-elbowed P.R. machine touted their news division as distinct from the bloviating, pro-right, anti-liberal primetime opinion arm. Of course, this was often just lip service that allowed Fox to claim that it was still a credible news organization, at least for a few hours every day, while it wielded its true influence via O’Reilly, Hannity, and Glenn Beck in prime time. Nevertheless, it was an argument Fox effectively gave up on over the last eight years as the network became a vehicle for Trump propaganda, Tucker Carlson courted the QAnon fever swamps, and many of the actual journalists exited, by choice or by force.
Baier’s ability to stick it out through those years is a testament, in part, to the strength of his well-rated 6 p.m. product, which commands the respect of his D.C. friends and establishment conservative golfing buddies, while only rarely upsetting the MAGA base. It may also be a testament to his deft management of Fox’s internal politics and his own career growth. (Baier was courted at least once by CNN during the Zucker years, and John Malone openly declared him the ideal candidate for his vision of that network.)
In any event, Baier focused solely on his Special Report, where he wields full editorial control, and almost never made too big a stink about whatever batshit crazy conspiracy theory Tucker was peddling in primetime (there were some exceptions). For his troubles, he was rewarded with an annual salary of around $12 million a year, which will come up for renegotiation at some point next year. And in an era when Fox is more insecure than ever about its reach, and when the aforementioned batshit antics are costlier than ever, Baier looks like he’s in for a tidy little raise. |
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| Indeed, Baier’s journalistic bona fides now seem more valuable than ever. The Dominion Voting Systems defamation lawsuit, which resulted in a $787 million settlement, showed the punitive costs of following Trump’s base too far into the fever swamps. Meanwhile, Tucker’s unmanageable embrace of raw nativism, conspiratorial thinking, and anti-Ukraine rhetoric (a particularly notable affront to Murdoch sensibilities), proved untenable for Fox’s reputation with establishment conservatives and advertisers, even if it juiced the ratings. No matter how much the Murdochs pined for the pro-Trump audience in those chaotic days following the 2020 election, they seem to have come to the conclusion that nothing is worth the risk of a return to Delaware Superior Court.
Heading into 2024, Fox News is likely to try and toe a more familiar tightrope, one in which Baier and other conservative-approved journalistic personalities—MacCallum, John Roberts, Dana Perino, etcetera—keep Fox News in the good graces of the center-right while Hannity and the other hippy-punching opinionators—Laura Ingrahm, Jesse Watters, Greg Gutfeld—try to massage the MAGA erogenous zones without inviting unwanted litigation. (Though, to be sure, they can stake their claim on the 2024 news cycle, too, as Hannity’s interview with Gavin Newsom showed.) |
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| The risk, of course, is that every win Baier & Co. notch with the pro-journalism, anti-Trump types will turn off an already wary base that has come to see Fox, as Trump himself put it, as “a hostile network.” Certainly, Tucker and his fellow Fox expats believe that interviews like Baier’s will only further alienate a dwindling audience of Fox viewers who hate official Washington. For the time being, Fox’s calculation seems to be that they can sustain losses on the fringe, and that the Bret haters are probably still tuning in for Hannity and The Five anyway.
The furies and anxieties of late-stage cable news are complex and difficult to behold, but the contours of the changes are becoming clearer. We’ve entered an era when the industry expects cord-cutting to continue, cable adoption to fade, and stars to migrate to new platforms, as many already have. But the decline of the industry doesn’t change the business model that preserved it for so many decades. For generations, fortunes were built on a system that monetized not what people did watch, but what they could. In fact, as cable providers scrape for market share in this brave new world, Fox News will become an increasingly valuable and essential element of their bundle as they ensure they are carrying a platform kinda-sorta representing the internal monologue of 46 percent of the nation. This was the great Ailes insight, after all.
So while cable news may be getting smaller, it won’t go away, and the upper-mid-tier stars, like Baier, may be the ones who will best age into this new reality. And, when it comes to democracy, that might not be such a bad thing. |
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| FOUR STORIES WE’RE TALKING ABOUT |
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