No sooner did the new publisher of
the New York Times promise his readers to uphold the principles of
independent journalism yesterday than President Trump took a giant whack
at the paper.
Welcome to 2018, which is shaping up much the same as 2017 when it comes to the president and the press.
A.G. Sulzberger, who just took over the job from his father, Arthur Sulzberger Jr., said in a full-page letter:
"Misinformation is rising and trust in the media is
declining as technology platforms elevate clickbait, rumor and
propaganda over real journalism, and politicians jockey for advantage by
inflaming suspicion of the press."
Well, he’s right about the declining trust part. And it’s not hard to figure out which "inflaming" politician he had in mind.
That person quickly got on Twitter and said: "Get
impartial journalists of a much higher standard, lose all of your phony
and non-existent 'sources,' and treat the President of the United States
FAIRLY, so that the next time I (and the people) win, you won't have to
write an apology to your readers for a job poorly done!"
(Actually, Sulzberger Jr. had written a public letter
after the 2016 election asking: "Did Donald Trump’s sheer
unconventionality lead us and other news outlets to underestimate his
support among American voters?" There was no apology.)
Just last week, President Trump told the same newspaper that he has an ace in the hole for 2020: the press.
Now this might seem a tad counterintuitive, since he
has been lambasting the news business for more than two years as a
bastion of bias, a fortress of fake news. And much of the media have
responded with aggressive coverage that every study has found to be
predominantly negative.
If there's any entity out there that is not exactly
disposed to give this president the benefit of the doubt, it’s the
fourth estate.
Yet Trump believes that, when it comes to the bottom line, the media need him.
This is not based on unnamed sources, whose very
existence is often challenged by the president, but from the
newsmaker-in-chief himself.
As Trump told Times reporter Michael Schmidt:
"Another reason that I'm going to win another four
years, is because newspapers, television, all forms of media will tank
if I'm not there because without me, their ratings are going down the
tubes ...
"So they basically have to let me win. And eventually,
probably six months before the election, they'll be loving me because
they're saying, 'Please, please, don't lose Donald Trump.' O.K."
Well, let’s just say I’m skeptical about the "have to
let me win" part. But I’ve been saying for a long time that Trump, as a
political phenomenon, has been a gold mine for the media business.
Fox News was the highest-rated cable network in 2017,
for the second straight year. But MSNBC and CNN also had record-breaking
years. The Times is not so failing, enjoying a mammoth surge of digital
subscriptions.
In fact, there are very few media outlets that haven’t
benefited from Trump’s nonstop newsmaking. Those openly opposed to Trump
are marketing themselves to the resistance, those openly backing Trump
appeal to his loyal supporters (who don’t trust the MSM), and those that
are trying to position themselves in the middle benefit from a hyped-up
atmosphere in which everyone is debating politics, from the coffee shop
to Twitter and Facebook.
That’s the great irony of this new era: the media,
targeted and taunted by Trump, are also riding the financial wave he’s
created.
And the president, in turn, feeds off the constant media attention to drive his agenda.
As a businessman, it's not surprising that Trump
believes the press will want to keep the cash registers ringing after
2020. He thinks in terms of monetizing assets. He once threatened to
pull out of a CNN debate, noting the soaring advertising rates, unless
its president Jeff Zucker donated the profits to veterans' causes.
But most journalists don't think like corporate suits.
The notion that they would go easy on Trump in the next campaign to
avoid killing the golden goose strikes me as far-fetched (though they
have a responsibility to be equally tough on the Democratic candidate).
In fact, I could imagine many pundits taking a victory lap if they felt
they had contributed to sending the president back to Trump Tower.
Donald Trump undoubtedly knows this. I suspect he's
trolling the media, having a little fun at their expense. But he's also
right that the constant combat has been ringing their cash registers.
Howard Kurtz is a Fox News analyst and the host of "MediaBuzz" (Sundays 11 a.m.). He is the author of five books and is based in Washington. Follow him at @HowardKurtz. Click here for more information on Howard Kurtz.