TVSpy LostRemote AgencySpy PRNewser FishbowlNY FishbowlDC SocialTimes AllFacebook GalleyCat UnBeige MediaJobsDaily

Can Ed Schultz Improve MSNBC’s 6pm Ratings?

schultz_5-13.jpgThat is the question raised by Politico’s Michael Calderone today, who profiled MSNBC’s Ed Schultz.

MSNBC president Phil Griffin describes the switch from David Shuster to Schultz. “I think doing the kind of program Shuster was doing wasn’t the right fit for that hour,” Griffin said. “I think you need a big personality to drive that hour, to compete.”

Mark Jurkowitz of the Project for Excellence in Journalism says the network “doubled down” on a liberal lineup with Schultz’ hiring, and former MSNBC anchor Dan Abrams calls it “a really smart move,” because “his tone, topics and worldview are consistent with the rest of MSNBC’s prime time.”

So far in Schultz’ first full month, MSNBC has improved 9% in Total Viewers from the prior month and 15% year-to-year. But the show is still in 3rd place. Says Schultz: “I’ve been in the arena of what MSNBC focuses on, and that’s independent progressive.”

Mediabistro Course

Content Marketing 101

Content Maketing 101Almost 60% of businesses use some form of content marketing. Starting December 8, get hands-on content marketing training in our online boot camp! Through an interactive series of webcasts, content and marketing experts will teach you  the best practices for creating, distributing, and measuring the success of your brand's content. Register now!