Fox Ferreting Out Fans
Monday, March 30, 2009; 10:44 AM
Fox Nation, an opinionated site that launches this morning -- and really, what other network would name a country after itself? -- is based on a gut-level appeal:
"It's Time to Say NO to Biased Media and Say YES to Fair Play and Free Speech."
Biased media are in the eye of the beholder, and with a site built around such high-decibel stars as Sean Hannity and Glenn Beck, Fox is hoping to leverage its brand online, especially among conservative true believers. "We felt that giving people a real destination to go and express themselves would give them a feeling of belonging," says Senior Vice President Joel Cheatwood. "People feel they're dictated to a lot by the media."
The launch comes as Fox News Channel is touting its aggressive approach to the Obama administration, which has led to rising ratings after eight years in which the network's top commentators often sided with the Bush White House.
Hannity, who had been balanced by liberal co-host Alan Colmes, is flying solo this year, ripping the president for "socialist" policies and calling for the firing of his Treasury secretary, "Turbo Tax Cheat Tim Geithner." Beck, hired away from HLN (Headline News), has been an instant smash, railing against "the people who are betraying you over and over and over again and lying to us in Washington." Mike Huckabee, the former GOP governor of Arkansas, holds forth on a weekend show.
Night after night, Fox's top commentators are former White House aide Karl Rove, former House speaker Newt Gingrich and Dick Morris, the onetime Clinton strategist turned debunker of Democrats. Another contributor, Michael Steele, recently left to become Republican Party chairman. And while Democratic analysts hired during the campaign, such as former Hillary Clinton advisers Howard Wolfson and Lanny Davis, have left the network, Fox is beefing up its conservative ranks, recently hiring National Review's Jonah Goldberg.
The Web site will attempt to emulate the social aspects of Facebook -- as well as MySpace, which, like Fox, is owned by Rupert Murdoch -- by encouraging readers to post comments and argue with one another. And the hook will be columns, blogs and videos from the likes of Bill O'Reilly, Greta Van Susteren and Hannity, which will likely draw their strongest followers.
"I don't think this is going to be limited to die-hard Fox News fans," Cheatwood says. When registration begins in two months, users will be asked to abide by "core principles of tolerance, open debate, civil discourse and fair and balanced coverage of the news," with insulting comments deleted.
"If they're critical of Fox News, that's fine," Cheatwood says. "You just can't say anything that's hateful or hurtful to someone else."
Fox has been losing the online wars. The new site would be linked to FoxNews.com, which drew 16 million unique visitors in February, trailing MSNBC.com (41 million visitors) and CNN.com (36 million).
Liberal outlets thrived during the last administration, when those who couldn't stand the president gravitated toward the strongest Bush critics. MSNBC gained in the ratings by moving sharply left, installing Air America's Rachel Maddow in the hour after Keith Olbermann last fall.
A right-leaning brand might be a similar asset in the Obama era. The Washington Times is creating a conservative opinion site, and last week announced that its newsroom is launching a syndicated show on Talk Radio Network, which carries such conservative hosts as Laura Ingraham and Michael Savage.