Murdoch's Trump Dilemma
Rupert Murdoch detests Donald Trump. Paradoxically the media mogul can’t get enough of the bomb-throwing Republican presidential candidate.
Murdoch, the co-chairman of News Corporation and 21st Century Fox, is engaged in an intriguing game of shadow-boxing against his fellow business magnate.
The Australian-born businessman scribes hostile tweets about Trump’s vile attacks on Mexican immigrants as criminals and rapists. He asserts that Trump is “embarrassing” the United States.
Yet a rampaging Trump was indisputably the major drawcard for the astounding 24 million Americans who tuned into Murdoch’s top-rating pay television station, Fox News, for the first Republican primary presidential debate. The corresponding “Trump-less” debate in the lead-up to the previous presidential election drew an audience of only 3.2 million.
But Fox viewers, widely representative of the conservative voters who have propelled Trump to the front of the Republican presidential field, lap up the real estate tycoon. Fox’s conservative heartland loves the anti-politician rhetoric. “The Donald” can do little wrong.
The US pay TV industry lost an estimated 566,000 subscribers in the second quarter, MoffettNathanson says.
Human headlines, such as Trump, help to shield the bottom line of media and entertainment giant 21st Century Fox. More viewers equals higher advertising dollars, more subscription revenue and better profits.
So naturally Fox indulges Trump by laying out a platform for his shock antics. Indeed, the billionaire has received more airtime than any other candidate to entertain the conservative base.
On a personal level, this must trouble Murdoch, given his strong belief in immigration and ostensible eagerness to see a credible conservative return to the White House in the post-Obama era.
Trump threatens both of those goals through his racially laden attacks and potential to run as a third-party independent candidate – a move that almost certainly would deliver Hillary Clinton the presidency.
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