MSNBC in Need of a Restart

Left side media has a problem. nobody is watching or listening – at least not enough people.

MSNBC is a case in point. Their days of triumph are a distant memory, and some say it is an indicator for the Democratic Party.

MSNBC is a standing joke in the broadcast news business. Their ratings and revenue are in a hole, some say close to the Marianas Trench. There don’t seem to be any takers offering more money to pour into that hole.

Politico columnist Dylan Byers says there is little hope for a miracle recovery, because the situation is dire.

April Fool’s Day was also Rachael Maddow’s 41st birthday, and some pundits say this is an omen, while others say it is just karma, and well deserved.

What outsiders do not know yet, is what parent network NBC plans to do with their errant child, MSNBC. The miserable ratings translate directly to low ad revenue, so that begs the question why are they paying Maddow $7 million a year to reach crickets and sagebrush?

MSNBC started off to great fanfare with their anti-George W. Bush stance. They supported the election of Barack Obama in 2008 and they thought they had it made.

Since those glory days, MSNBC’s ultra-liberal format has lost its pull. Their audience has more important things to do now “their guy” is in the White House and they don’t have to put up with the waffling of Maddow and her co-wafflers.

MSMBC has not helped itself by taking on terrible US-bashing commentators like the Reverend Al Sharpton, who usually does a P.T. Barnum impersonation. Sharpton, Melissa Harris-Perry and others are seen as race-baiters who add little of value.

A Pew Research Center survey said drops in ratings were seen across the board in 2013, but Fox News Channel and CNN did not experience the train wreck that MSNBC saw in their audience.

NBC must radically change MSNBC, and inject more cash, or send for a priest to deliver last rites.

Byers, the Politico columnist says three of MSNBC’s shows should be saved. Those three are “The Rachel Maddow Show,” “Hardball with Chris Matthews” and “Morning Joe.”

Byers’ punchline was actually the bleeding obvious. He said the heart of the besieged ‘news’ format “is in need of a restart.”

He didn’t mean a cup of coffee, he meant a defibrillator.

Dwight L. Schwab Jr. is a moderate conservative who looks at all sides of a story, then speaks his mind. He has written more than 3500 national political and foreign affairs columns. His BS in journalism from the University of Oregon, with minors in political science and American history stands him in good stead for his writing.


Dwight has 30-years in the publishing industry, including ABC/Cap Cities and International Thomson. His first book, “Redistribution of Common Sense – Selective Commentaries on the Obama Administration 2009-2014,” was published in July, 2014. “The Game Changer – America’s Most Stunning Presidential Election in History,” was published in April 2017.


Dwight is a native of Portland, Oregon, and now a resident of the San Francisco Bay Area.