Whatever else might be said of television, two things are beyond question: First, many Americans have utterly lost faith in journalism, and, second, notwithstanding its cacophonous critics, Fox News has been immensely successful because it has combined the best of old reporting verities and new marketing techniques in presenting the news. If television news survives long into the future, it will largely be as a result of Fox News.
Regarding the first point, readers are encouraged to check out page 26 in Monday’s Washington Examiner where they will find a useful summary by Jason Stverak of recent surveys of public attitudes toward journalists. Fifty-five percent of those surveyed by Gallup said they don’t trust journalists to present the news fairly or objectively. Nearly half of those respondents point to liberal bias, while 13 percent see bias in the opposite direction. As Stverak points out, however, “the most intriguing aspect of Gallup’s study is that the results are remarkably similar to last year’s findings. Distrust of the media is embedded in the American mind-set and there are no indications that perception will change anytime soon.”
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The success of Fox News in attracting huge audiences presents a marked contrast to the declining public confidence in how the news is presented by Fox’s cable and broadcast rivals. The “fair and balanced” network is celebrating its 15th anniversary this year and there is much to celebrate. Fox routinely attracts nearly two million viewers, more than its cable competitors at CNN and MSNBC combined. In September, for example, the top 16 cable news shows were on Fox.
A Washington Post story on Sunday noted that a key reason for Fox’s success was that it covers news stories that are ignored by others. “Among its points of pride — and its critics’ biggest vexation — is the network’s story choice. Fox deliberately focuses on angles that differ from what competitors are pursuing. [Former Fox anchor Brit] Hume pointed to coverage of the Duke lacrosse rape case, in which Fox was skeptical of the alleged victim’s claims. In the end, the charges against the players were dropped,” wrote the Post’s Ellen McCarthy and Paul Farhi.
It’s this propensity to cover news stories others ignore that critics often mistake for slanting coverage to the conservative side. As Fox News’ “Special Report” anchor Bret Baier told the Post, “we go into the morning meeting every morning and determine what’s news — what’s getting attention and what’s not getting attention and should. We really try to be balanced.” Baier’s claim makes sense to Washington Examiner editors and reporters who worked with him and other Fox journalists in preparing for the Iowa Republican presidential debate in August that was co-sponsored by our two new organizations. The approach to framing questions for the GOP contenders was tough-minded and right down the middle, just as trustworthy news reporting ought to be. If other news organizations refuse to heed the lessons of Fox News’ success, they will be even further behind the next time Rupert Murdoch and Roger Ailes pop the bubbly in an anniversary celebration.
