Glenn Beck is engaging in a bit of revisionist history concerning his Fox News exit. At an April 27 event at New York University, Beck portrayed his departure as self-initiated and suggested that Fox CEO Roger Ailes pleaded with him to stay, explaining:
“If you stay in it too long, you become Norma Desmond. I remember feeling, 'If you do not leave now, you won't leave with your soul intact.'”
“At the end, when we were leaving, it was a long process. Roger said to me, 'You're not going to leave.' And I said, 'I am.' And he said, 'Nobody does,' meaning leave television....And I said, 'I'm fortunate because I haven't been in it that long.' I knew what this big, huge Fox empire brought to the table, and I had to leave before I became too enamored of that.”
A Fox News spokesperson issued a sharp rebuke contradicting Beck's claim, instead citing Glenn Beck's advertiser losses as the major cause of Beck's exit, saying:
“Glenn Beck wasn't trying to save his soul, he was trying to save his ass. Advertisers fled his show and even Glenn knows what that means in our industry. Yet, we still tried to give him a soft landing. Guess no good deed goes unpunished.”
Indeed. Following a series of grassroots efforts beginning in July 2009, around the time Beck accused President Obama of being a “racist,” advertisers began fleeing his Fox News show. A Media Matters study revealed that the number of paid advertisements during Glenn Beck's show plummeted and never recovered as a result of those grassroots efforts:
Advertiser rates for Glenn Beck's Fox News program suffered as well. According to an analysis of industry data, the same ad, from the same advertiser cost between three and six times more to run on other comparable Fox News programs than it did to run on Beck's program:
While I was active in the StopBeck effort, detractors and even Beck himself would dismiss the effects of the advertiser losses. I long maintained that the losses were in fact costing Fox News money and were severely limiting the viability of Beck's program. And, now Fox News has all but confirmed it.