MSNBC president Phil Griffin doesn’t seem much concerned about his network’s latest ratings slide from second to fourth place behind Fox News, CNN and HLN, despite heavy cable network viewership during recent major news events. His explanation: MSNBC doesn’t do breaking news anymore.
“We’re not the place for that,” he tells the New York Times’ Bill Carter. “Our brand is not that.” Griffin, who already has said “this whole concept of journalist has to be rethought,” said an 18 percent loss in viewership in the second quarter so far this year (including sharper drops for shows hosted by Chris Hayes and Rachel Maddow) is a bump on the road as MSNBC continues to shift its focus on being outspokenly left-wing to counter Fox News’ conservative stance.
“You do have to look at the long term,” Mr. Griffin said in May.