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For not less than the previous 20 years, each information commentator with an opinion has dreamed of sometime internet hosting a primetime present on cable information. Television hosts, executives, and brokers view primetime on Fox News, CNN, and MSNBC as the head of the trade. Obviously, proper? Primetime stars have probably the most cash, autonomy, attain, and affect.
Up till not too long ago, trade consultants assumed all of that to be true. Then, nonetheless, new dominos fell in 2020. And now, Rachel Maddow’s contract negotiations are set to check the longer term of each that perception and the longer term of the information trade.
In 2020, Penn National Gaming purchased a stake in Barstool Sports at a $450 million valuation. Barstool founder Dave Portnoy subsequently cashed out with inventory that put his internet price at north of $100 million. Penn acquired a reduction by setting the market. Today, Barstool is probably going price near $1 billion.
A couple of months later, Spotify acquired Bill Simmons’ The Ringer for round $200 million. Then Joe Rogan agreed to a $100 million licensing cope with Spotify that also permits him to retain possession of his present. And Alex Cooper turned her self-edited podcast, Call Her Daddy, right into a $60 million enterprise.
Dan Le Batard left ESPN tv and radio to start out his personal podcast firm, which DraftKings shortly signed for $50 million.
Many youthful Americans have migrated away from morning tv to quick, day by day podcasts, led by The Daily.
Meanwhile, Ben Shapiro, Pod Save America, Dan Bongino, Steven Crowder, Tim Pool, Charlie Kirk, and Candace Owens grew their bases and catapulted to on-line celeb standing.
One 12 months in the past, the view of the trade shifted. Traditional media additional collapsed, whereas media members-turned-entrepreneurs prospered.
But not but has a number one tv expertise, by selection, left their protected area, protected by eight-figure assured contracts, to take the chance and go impartial with proprietary relationships. Will Rachel Maddow be the primary as she mulls leaving MSNBC to start out her personal firm?
Perhaps Maddow will in the end re-sign with MSNBC for near $20 million a 12 months. In addition, NBC can throw in cash for a manufacturing deal and a presence on its highly-prioritized streaming service, Peacock. MSNBC president Rashida Jones may also ease the stress related to Maddow’s schedule by permitting her to pre-record episodes and take extra prolonged holidays. All of these are potential, maybe even probably.
Something to look at: Endeavor’s president Mark Shapiro, who’s repping Maddow in negotiations, was concerned in Stephen A’s final deal w/ESPN.
Stephen A acquired a considerable increase for linear & cash for his manufacturing firm.
NBC can entice Maddow to remain w/manufacturing $$ for Peacock https://t.co/Bd4IXGoD2j
— Bobby Burack (@burackbobby_) August 13, 2021
Or Maddow might begin her personal firm. Put apart your private and political opinions concerning Maddow and concentrate on her numbers. The general MSNBC viewers grows by 1,000,000 viewers at 9 pm, when her present begins. She is sufficient of a draw to match and even exceed some of 2020’s greatest earners in media. And now could be the time because the podcast market might by no means be as profitable as it’s in the present day.
Podcasting cash is flowing in nearly recklessly from Spotify, Apple, Google, Amazon, and Westwood One. A podcast service might see Maddow’s attain and provide her an eight-figure cope with full management. A competing service might additionally entice her with an 80-20% advert gross sales settlement in her favor.
SiriusXM must increase its attain amongst progressive subscribers with its POTUS Politics channel. Maddow is probably the most influential attract progressive media circles. Streaming and digital media abilities additionally incessantly comply with non-exclusive contracts, separating their audio, writing, and video.
Maddow might ink a podcast deal and likewise signal a separate video deal. Netflix or HBO Max might provide to simulcast her audio present, or give her a weekly seasonal program. HBO airs Bill Maher on Fridays and John Oliver on Sundays, leaving 5 different days Maddow might seem. With 10.5 million Twitter followers, Rachel Maddow might additionally lucratively monetize her video clips by means of Twitter Media Studio, then increase her presence to YouTube’s Partner Program and Facebook’s Audience Network.
If Glenn Greenwald could make over 1,000,000 {dollars} a 12 months writing on SubStack, might Maddow make not less than half of that? Of course. Thus, Maddow might obtain a test from an audio service, a video distributor, and a writing platform.
And no matter Maddow builds, she will be able to finally promote, making again any cash she misplaced from leaving tv early on.
As I defined Thursday, podcasts and digital reveals might attain fewer customers than primetime cable information in phrases of uncooked numbers, however their audiences are youthful, extra responsive, and extra engaged. Digital media isn’t a step down from linear tv.
Would you moderately be Ben Shapiro or Tucker Carlson? You had to consider that, didn’t you? It’s 50-50. How about Anderson Cooper or Joe Rogan? It’s not shut. You need Rogan’s life. Dave Portnoy has extra enjoyable, cash, and freedom than Stephen A. Smith, who’s tethered to ESPN.
Maddow is severely contemplating leaving MSNBC after her contract expires at the beginning of subsequent 12 months. Two years in the past, that headline would have signaled to MSNBC and rival executives that Maddow was considering leaping to a rival community. She probably received’t try this, nor ought to she.
The media modified in 2020. Rachel Maddow’s free company is the pure subsequent development. If Maddow isn’t the primary tv rankings star to depart the medium to create her personal firm, another person will likely be, and shortly. Some community host who’s at the moment making over $10 million a 12 months will change the paradigm and make the fitting choice, beginning their very own media firm.
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