Update: MSNBC and Greta Van Susteren have agreed to part ways.
MSNBC is now a pasture for pseudo-intellectual conservatives. Climate denier and Iraq War booster Bret Stephens is just the latest right-wing hire at the network.
In recent months NBC News Chairman Andy Lack has overseen a hiring spree of right-wing pundits and former Fox News personalities. The stable includes Hugh Hewitt, Megyn Kelly, Charlie Sykes, Greta Van Susteren, and George Will. They join other conservatives at the network: Elise Jordan, Steve Schmidt, Michael Steele, Rick Tyler, Nicolle Wallace, and former Republican congressman Joe Scarborough. This is to say nothing of NBC News contributor and Trump apologist Mark Halperin; and given their frequent appearances, it may be just a matter of time until David Frum, a speechwriter for then-President George W. Bush, former George W. Bush chief of staff Andy Card, and neocon Bill Kristol join the network as well.
Compared to CNN’s boorish Trumpists or the state media apparatchiks at Fox News, the common thread among MSNBC conservatives is a certain pretentious shine. They’re frequently just arguing that President Donald Trump is the wrong type of conservative, when in fact Trump is the apotheosis of everything conservatism has been careening toward for some time. (The exception is Hugh Hewitt, who is now just a huge Trump booster after vacillating during the campaign.)
Many of these hires have direct, intimate connections to Bush, the most disastrous president in decades. Card, Frum, Jordan, and Wallace worked in the Bush administration, and Stephens, Kristol, Will, Scarborough, and Hewitt were all huge cheerleaders for the Iraq War. And that history matters. Two major media institutions, including a newspaper of record, are now paying Stephens essentially just to troll liberals with climate denial and to push America towards a war with Iran.
You can separate Lack’s hiring spree into two buckets: pundits and brands. Neither offer much value in the long run. In this media environment, opinions are cheap (including mine!). Everyone has one and most of them stink. There’s no long-term return on opinions (and no lack of people wanting to get on TV to share theirs).
Adding brands like Megyn Kelly or Greta Van Susteren is equally pointless. It’s no wonder that both of these shows have failed. There’s simply no audience for them outside the Fox News bubble. Particularly with Kelly, NBC News executives seem completely unaware that her entire show at Fox News was built around racial dog-whistling (with occasional moments of bucking the party line).
Also, as Ryan Grim noted, it is the progressive shows that Lack hasn’t touched that are succeeding the most.
Rather than spending all this money on right-wing pundits and big names, the true value-add for news networks now is reliable and aggressive journalism. That’s hard to do. It’s expensive. It’s time-consuming. But it’s ultimately what will define NBC News and MSNBC.