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Rachel Maddow Sees Most-Watched Show Since 2021 With Latest Trump Indictment

Hillary Clinton’s guest spot combined with the news from Georgia spiked Rachel Maddow to 3.927 million viewers.

Doug Pucci

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A photo of the new MSNBC studio
(Photo: MSNBC)

Two weeks ago, we reported on how cable news coverage of the indictments and arraignments of Donald Trump have been very potent in the ratings but have slightly waned for shows like Rachel Maddow on MSNBC, Anderson Cooper on CNN, and Fox News by his third cycle in early August.

That trend was tested on the evening of Monday, Aug. 14 when a grand jury in Georgia returned ten indictments in the probe into Trump’s efforts to overturn that state’s 2020 election results. He is being charged under Georgia’s racketeering statute, used to prosecute corrupt organizations. In the indictment, Trump and other defendants — Rudy Giuliani, Mark Meadows, Sidney Powell, and more — were required to voluntarily turn themselves in later that week.

News of Trump’s fourth indictment broke at around 9:15 p.m. Eastern on that Aug. 14 evening, which accounted for a reverse of recent viewer trends. Unsurprisingly, MSNBC most benefited, as it occurred during The Rachel Maddow Show. In fact, it scored its biggest primetime audience figures on a Trump-indictment or Trump-arraignment day this year.

From 8-11 p.m., the network averaged 3.089 million total viewers including 415,000 within the key 25-54 demographic, according to Nielsen Media Research. Featured on that night’s The Rachel Maddow Show (MSNBC’s top show) was former First Lady and former presidential candidate Hillary Clinton.

As the news of the grand jury indictment of her 2016 political opponent was announced, she told Rachel Maddow that she did not “feel any satisfaction” but “just great profound sadness.” Clinton added, “This is a terrible moment for our country.”

Hillary Clinton’s guest spot combined with the news from Georgia spiked Rachel Maddow to 3.927 million viewers and 538,000 adults 25-54 — the program’s largest audience since Feb. 12, 2021, the week of Trump’s second impeachment. 

Here is the hourly breakdown of each news outlet on Aug. 14 — from 9-11 p.m., NewsNation was hosting a town hall for Republican presidential candidate Vivek Ramaswamy.

9:00 p.m. to 10:00 p.m. Eastern

  • MSNBC: 3.927 million viewers; 538,000 adults 25-54
  • Fox News Channel: 2.401 million viewers; 285,000 adults 25-54
  • CNN: 1.255 million viewers; 250,000 adults 25-54
  • NewsNation: (9-11 p.m.) 0.097 million viewers; 10,000 adults 25-54

10:00 p.m. to 11:00 p.m. Eastern

  • MSNBC: 3.222 million viewers; 436,000 adults 25-54
  • Fox News Channel: 2.021 million viewers; 252,000 adults 25-54
  • CNN: 1.307 million viewers; 267,000 adults 25-54
  • NewsNation: (9-11 p.m.) 0.097 million viewers; 10,000 adults 25-54

During the 11 p.m. ET hour, Fulton County District Attorney Fani Willis held a press conference following the grand jury indictment of Trump.

11:00 p.m. to midnight Eastern

  • MSNBC: 3.448 million viewers; 496,000 adults 25-54
  • Fox News Channel: 1.667 million viewers; 272,000 adults 25-54
  • CNN: 1.442 million viewers; 348,000 adults 25-54
  • NewsNation: 0.058 million viewers; 7,000 adults 25-54

Midnight to 1 a.m. Eastern

  • MSNBC: 2.268 million viewers; 336,000 adults 25-54
  • Fox News Channel: 1.114 million viewers; 212,000 adults 25-54
  • CNN: 0.979 million viewers; 239,000 adults 25-54

As an addendum to our ratings tracks from two weeks ago, here is an update on how each news outlet’s average viewerships have done for Trump coverage:

Fox News Channel prime time averages (8-11 p.m.)

  • August 14, 2023 (Trump’s 4th indictment): 2.195 million viewers; 254,000 adults 25-54
  • August 3, 2023 (Trump’s 3rd arraignment): 2.268 million viewers; 262,000 adults 25-54
  • August 1, 2023 (Trump’s 3rd indictment): 2.194 million viewers; 279,000 adults 25-54
  • June 13, 2023 (Trump’s 2nd arraignment): 2.420 million viewers; 295,000 adults 25-54
  • June 8, 2023 (Trump’s 2nd indictment): 2.155 million viewers; 231,000 adults 25-54
  • April 4, 2023 (Trump’s 1st arraignment): 4.403 million viewers; 713,000 adults 25-54
  • March 23, 2023 (Trump’s 1st indictment): 3.440 million viewers; 484,000 adults 25-54

MSNBC prime time averages (8-11 p.m.)

  • August 14, 2023 (Trump’s 4th indictment): 3.089 million viewers; 415,000 adults 25-54
  • August 3, 2023 (Trump’s 3rd arraignment): 1.831 million viewers; 233,000 adults 25-54
  • August 1, 2023 (Trump’s 3rd indictment): 2.631 million viewers; 350,000 adults 25-54
  • June 13, 2023 (Trump’s 2nd arraignment): 2.407 million viewers; 273,000 adults 25-54
  • June 8, 2023 (Trump’s 2nd indictment): 2.485 million viewers; 342,000 adults 25-54
  • April 4, 2023 (Trump’s 1st arraignment): 2.666 million viewers; 348,000 adults 25-54
  • March 23, 2023 (Trump’s 1st indictment): 2.588 million viewers; 331,000 adults 25-54

CNN prime time averages (8-11 p.m.)

  • August 14, 2023 (Trump’s 4th indictment): 1.172 million viewers; 232,000 adults 25-54
  • August 3, 2023 (Trump’s 3rd arraignment): 0.891 million viewers; 146,000 adults 25-54
  • August 1, 2023 (Trump’s 3rd indictment): 1.059 million viewers; 208,000 adults 25-54
  • June 13, 2023 (Trump’s 2nd arraignment): 0.948 million viewers; 220,000 adults 25-54
  • June 8, 2023 (Trump’s 2nd indictment): 1.135 million viewers; 256,000 adults 25-54
  • April 4, 2023 (Trump’s 1st arraignment): 1.754 million viewers; 487,000 adults 25-54
  • March 23, 2023 (Trump’s 1st indictment): 1.248 million viewers; 333,000 adults 25-54

NewsNation prime time averages (8-11 p.m.)

  • August 14, 2023 (Trump’s 4th indictment): 0.117 million viewers; 20,000 adults 25-54
  • August 3, 2023 (Trump’s 3rd arraignment): 0.098 million viewers; 9,000 adults 25-54
  • August 1, 2023 (Trump’s 3rd indictment): 0.091 million viewers; 16,000 adults 25-54
  • June 13, 2023 (Trump’s 2nd arraignment): 0.122 million viewers; 26,000 adults 25-54
  • June 8, 2023 (Trump’s 2nd indictment): 0.136 million viewers; 23,000 adults 25-54
  • April 4, 2023 (Trump’s 1st arraignment): 0.170 million viewers; 30,000 adults 25-54
  • March 23, 2023 (Trump’s 1st indictment): 0.149 million viewers; 25,000 adults 25-54

FNC’s prime time remained steady in total viewers from the prior Trump indictment but its demos (while still potent) slipped a bit.

Prime times of CNN and NewsNation both got a small bounce from the respective nights of his third indictment and arraignment in each total viewers and demo.

Cable news averages for August 14-20, 2023:

Total Day (Aug. 14-20 @ 6 a.m.-5:59 a.m.)

  • Fox News Channel: 1.100 million viewers; 132,000 adults 25-54
  • MSNBC: 1.002 million viewers; 116,000 adults 25-54
  • CNN: 0.551 million viewers; 103,000 adults 25-54
  • Newsmax: 0.168 million viewers; 15,000 adults 25-54
  • HLN: 0.150 million viewers; 42,000 adults 25-54
  • The Weather Channel: 0.129 million viewers; 30,000 adults 25-54
  • CNBC: 0.125 million viewers; 29,000 adults 25-54
  • Fox Business Network: 0.122 million viewers; 18,000 adults 25-54
  • NewsNation: 0.055 million viewers; 9,000 adults 25-54

Prime Time (Aug. 14-19 @ 8-11 p.m.; Aug. 20 @ 7-11 p.m.)

  • Fox News Channel: 1.638 million viewers; 182,000 adults 25-54
  • MSNBC: 1.606 million viewers; 178,000 adults 25-54
  • CNN: 0.770 million viewers; 145,000 adults 25-54
  • Newsmax: 0.268 million viewers; 24,000 adults 25-54
  • NewsNation: 0.094 million viewers; 16,000 adults 25-54

Top 10 most-watched cable news programs (and the top programs of other outlets with their respective associated ranks) in total viewers:

1. Rachel Maddow Show “Fulton Cnty Indicts Trump-Hillary Clinton Interview” (MSNBC, Mon. 8/14/2023 9:00 PM, 60 min.) 3.927 million viewers

2. 11th Hour with Stephanie Ruhle “Fulton Cnty Da On Indictment 1137-1147” (MSNBC, Mon. 8/14/2023 11:00 PM, 60 min.) 3.448 million viewers

3. Last Word with Lawrence O’Donnell “Fulton Cnty Indicts Trump 2020 Election” (MSNBC, Mon. 8/14/2023 10:00 PM, 60 min.) 3.222 million viewers

4. The Five (FOXNC, Mon. 8/14/2023 5:00 PM, 60 min.) 2.826 million viewers

5. The Five (FOXNC, Tue. 8/15/2023 5:00 PM, 60 min.) 2.713 million viewers

6. The Five (FOXNC, Wed. 8/16/2023 5:00 PM, 60 min.) 2.693 million viewers

7. The Five (FOXNC, Thu. 8/17/2023 5:00 PM, 60 min.) 2.584 million viewers

8. Hannity (FOXNC, Mon. 8/14/2023 9:00 PM, 60 min.) 2.401 million viewers

9. 11th Hour with Stephanie Ruhle “Fulton Cnty Indicts Trump 2020 Election” (MSNBC, Mon. 8/14/2023 12:00 AM, 60 min.) 2.268 million viewers

10. The Five (FOXNC, Fri. 8/18/2023 5:00 PM, 60 min.) 2.206 million viewers

67. CNN Primetime “Trump Georgia Indictment” (CNN, Mon. 8/14/2023 11:00 PM, 60 min.) 1.442 million viewers

313. Weather Channel Live “Live Coverage: Tracking Hilary” (TWC, Sun. 8/20/2023 7:00 PM, 60 min.) 0.563 million viewers

421. Varney & Company (FBN, Wed. 8/16/2023 10:00 AM, 60 min.) 0.340 million viewers

428. Forensic Files (HLN, late Tue. 8/15/2023 12:00 AM, 30 min.) 0.325 million viewers

500. Squawk on the Street (CNBC, Mon. 8/14/2023 9:00 AM, 180 min.) 0.247 million viewers

687. Cuomo (NWSN, Tue. 8/15/2023 8:00 PM, 60 min.) 0.157 million viewers

Top 10 cable news programs (and the top  programs of other outlets with their respective associated ranks) among adults 25-54:

1. Rachel Maddow Show “Fulton Cnty Indicts Trump-Hillary Clinton Interview” (MSNBC, Mon. 8/14/2023 9:00 PM, 60 min.) 0.538 million adults 25-54

2. 11th Hour with Stephanie Ruhle “Fulton Cnty Da On Indictment 1137-1147” (MSNBC, Mon. 8/14/2023 11:00 PM, 60 min.) 0.496 million adults 25-54

3. Last Word with Lawrence O’Donnell “Fulton Cnty Indicts Trump 2020 Election” (MSNBC, Mon. 8/14/2023 10:00 PM, 60 min.) 0.436 million adults 25-54

4. CNN Primetime “Trump Georgia Indictment” (CNN, Mon. 8/14/2023 11:00 PM, 60 min.) 0.348 million adults 25-54

5. 11th Hour with Stephanie Ruhle “Fulton Cnty Indicts Trump 2020 Election” (MSNBC, Mon. 8/14/2023 12:00 AM, 60 min.) 0.336 million adults 25-54

6. Gutfeld! (FOXNC, Wed. 8/16/2023 10:00 PM, 60 min.) 0.331 million adults 25-54

7. The Five (FOXNC, Wed. 8/16/2023 5:00 PM, 60 min.) 0.314 million adults 25-54

8. The Five (FOXNC, Mon. 8/14/2023 5:00 PM, 60 min.) 0.297 million adults 25-54

9. The Five (FOXNC, Tue. 8/15/2023 5:00 PM, 60 min.) 0.295 million adults 25-54

10. Gutfeld! (FOXNC, Tue. 8/15/2023 10:00 PM, 60 min.) 0.289 million adults 25-54

93. Weather Channel Live “Live Coverage: Tracking Hilary” (TWC, Sun. 8/20/2023 3:00 PM, 60 min.) 0.155 million adults 25-54

212. Forensic Files (HLN, late Tue. 8/15/2023 12:30 AM, 30 min.) 0.116 million adults 25-54

461. Squawk on the Street (CNBC, Mon. 8/14/2023 9:00 AM, 180 min.) 0.063 million adults 25-54

641. Cuomo (NWSN, Mon. 8/14/2023 8:00 PM, 60 min.) 0.039 million adults 25-54

674. Varney & Company (FBN, Fri. 8/18/2023 9:00 AM, 60 min.) 0.036 million adults 25-54

Source: Live+Same Day data, Nielsen Media Research Rachel Maddow

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As History Unfolds, It’s Important for News/Talk Radio to Remain Focused on Playing the Hits

It’s cliche, but we are living through history. And your audience is coming to you for the latest on this unfolding history, with opinions, analysis, and an ability to move the story forward.

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A photo of Donald Trump and Joe Biden

The age-old radio adage is to “Play the hits”.

It applies more directly to music stations, but the phrase can also relate to sports talk and news/talk. So, suppose you’re like me, and you’ve found yourself behind a microphone on a news/talk station the last couple of weeks. In that case, you might be having an internal conversation about whether you’ve focused too much on the national political discourse since the unforgettable Donald Trump vs. Joe Biden debate on June 27th.

My short answer is: No, you’re not too focused. 

But in an effort to not stop this column at 100 words, I’ll explain further.

I’ve long advocated for focusing your local shows on your local radio markets as much as possible. It will separate your show from the national syndication that can be piped into any station nationwide. Your local flair is what will build your credibility in your community. It’s what will separate you. Local will win. 

And given that it’s been an unusually predictable few months in the election news cycle, there hasn’t been much to lean into on the national political side. Joe Biden was the unimpressive, octogenarian incumbent going up against Donald Trump, who rolled quickly through a primary and was set to be at the top of the Republican ticket for a third-straight election cycle. It was a rematch of 2020, a period in American history most Americans would prefer to forget, given the state of the nation at the time. Unfortunately for many, they are being forced to relive it. 

However, what happened two weeks ago in Atlanta between Donald Trump and Joe Biden has given a massive jolt to an election season that had been relatively boring. Tens of millions of Americans were tuned in that evening, and given Biden’s debate performance, it has kicked off two weeks of speculation of Biden dropping out, party infighting, replacement conversations, various media reports, and drama that we haven’t seen around an incumbent President in an election year since 1968.

It’s cliche, but we are living through history. And your audience is coming to you for the latest on this unfolding history, with opinions, analysis, and an ability to move the story forward engagingly and entertainingly while also, when appropriate, bringing on guests who will provide them with insight they can bring to their conversations with friends, at the water cooler, on group texts and on social media.

In a perfect world, you can also localize these national stories by getting reactions from local officials, reading/playing their social media reactions on your show, or if you’re in a swing state, your options beyond that are unlimited.

But now that we are in a national news cycle that has been on fire, don’t force yourself into local talk. Find your top local stories that are compelling and impacting your radio listener’s day-to-day lives, and work to blend it with the historical moment we find ourselves living through on the national political stage. And always be working your hardest to think of and find new angles, while moving the story forward.

In the end, just like your local CHR station has to play Taylor Swift multiple times an hour, you need to give your audience what they want and “Play the hits.” We’re living through history, after all.

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James Golden AKA Bo Snerdley Relishes New Nationally Syndicated Weekend Show

“It’s a lot of work, but it’s a lot of fun.”

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(Photo: James Golden)

Radio host, radio executive, producer, author, and a jack of all media trades. Since he was 14-years-old James Golden (AKA Bo Snerdley) has devoted his entire life to the media industry.

The on-air talent’s weekend show —The James Golden Show — just became syndicated through Red Apple Audio Networks.

“I really appreciate having the platform that WABC has provided. It’s a wonderful thing to have a show that’s now in a bunch of different markets and growing! It’s a lot of work, but it’s a lot of fun,” he said.

Long before Golden hit the airwaves as ‘Bo Snerdley’ on The Rush Limbaugh Show, he was a teenager visiting his cousin, DJ Gerry Bledsoe, at work. “It was a mind-blowing experience for me. So many things happened that day. In fact, that day was when one of the older guys there, the guy who’s had a reputation as being a real grumpy, curmudgeon type guy, for some reason, took a liking to me.”

He let Golden into the show where Golden learned how to cut tape. “It took me a lot of years before I actually got a job, and ironically, it was at the same station, doing marketing and research, looking at ratings and learning how to analyze ratings and learning how to do marketing. Later on, I moved into the programming side and started doing music research.”

James Golden was one of the first in the country to do music research which led him to WABC. There he worked with the station’s transition from music to their first talk program.

“I think in life you’re given the sort of the things that you need to fulfill whatever destiny you have. I had always been interested in news, politics, and all of it. This dual love I had for music, it allowed me to transition when the station changed format and to become their senior producer of news. And it was at ABC some years later that I met Rush Limbaugh. And of course, that turned into a 30-year relationship.”

The Author of “Rush On The Radio,” recalled the first time the pair met. “So my first day working on his show, I brought him some news stories. I was in the habit of doing that before I even worked on his show. I developed a friendship. When I saw something interesting, that I thought he would be interested in and I would take it to him. So it was a smooth transition for me being rotated on the show.”

It wasn’t before long James Golden became Bo Snerdley. “So I walked in, dropped off some stories, and on the way out he says, ‘Well, everybody on this call screen has got to be a Snerdley, have you come up with your name?’ So The Daily News was on his desk, and it was on the sports page. Bo Jackson was in the news for some of the headlines, but I just wasn’t able watch it. So I just said ‘Bo’ and walked out. Little did I know that for the rest of my life, I’d be Bo. But it’s great and I love it. I’m comfortable with either one.”

Golden recalled the time spent with his friend saying, “No words can ever describe it. He was the best that there ever was to me, or ever will be in the industry. His talent, as he said, was on loan from God. But it was something unique. The incredibly intelligent, incredibly hardworking. 30 years in, he still brought it. Even when he was sick, [Rush] did as much of the work that he could to make sure that his show was extremely well researched and well delivered.”

While working on Rush’s show, James Golden also had his own weekend show. He worked 7 days a week for years. Today, he is back at his radio home. “Back at WABC, doing six days on air with them, and it’s just been a wonderful ride for me.”

Throughout the years, the former executive producer turned host has seen significant change in the industry.

“For some people, it’s not as much fun as it used to be. And I’ll just speak frankly about that. When the bean counters took over because of corporate interest — instead of it being a lot of different families with smaller radio groups, it moved into more of a big business — for a lot of people a lot of the fun was taken out of it, because those decisions that used to be made locally are now being made by regional managers or by national managers, some of whom had more of a background in sales and didn’t understand the programing,” he shared.

“So there’s always that schism. And so for a lot of people in the industry, I have friends who have left the industry because it just was no longer fun for them.”

Another big difference? You no longer have to work your way up through the markets.

“You had to work your way up through lower markets to get to a higher market. You don’t have to do that now. People that are just good at what they do, if they have very good communication skills, you can learn how to become [one of the] best radio hosts. There’s only one best radio host and [Rush] passed away, but it is still about your ability to tell a good story. To understand and to I think it really is how much you are in love with the medium yourself.”

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The Difference Between News/Talk Radio Programmer and Bureaucrat

The sad part is these people achieved their high positions by successfully programming actual radio stations to real people in specific markets.

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Let’s talk about the worst aspect of every news/talk radio programmer’s job: commercial stops, those designed traffic jams that occur every ten or twenty minutes bringing your excellent content to a dead halt. And so, you wait, knowing full well that you’re losing a significant percentage of your audience to button pushers looking for a station where talkers are still talking and news is still being broadcast.

The way most news and talk radio stations operate today commercial clutter takes up 20-30 minutes of each programming hour. It would be nice to say that’s because your inventory is sold out thanks to great ratings but we know better. It happens because it’s allowed to happen. Some of that load is likely bonus spots and far too much of it consists of recorded promos that use branding phrases begging the listener to wait through the clutter.

Yes, commercials are necessary but there are some things to consider that might make them less annoying and potentially informative and entertaining.

Warning: old fart flashback straight ahead.

When I was a young program director I had the authority to reject any spots that I didn’t feel met our standards. Yes, I’m quite serious. I didn’t exercise the option often but if a spot was of lousy audio quality, badly produced, boring, or even just plain stupid, I could kick it back to the sales exec and/or ad agency and ask them politely to make it better.

You might think that could result in an impolite opposite reaction. It never did, not once. From time to time I talked with an advertiser or his agent and they always said the same thing: You’re the expert. I want my time and money spent well on your station.

Sales execs could get annoyed but usually went along as good teammates without too much grousing. Besides, schmoozing clients with better ideas is part of their art; the best enjoy it.

Often these conversations would lead to brainstorming sessions with the production director. (Remember that creative and crucial position?) Ideas were tossed around, writing began and a highly effective ad was usually the result.

If you’re a program director or air talent today your mind must be reeling. It has probably never occurred to you that you could have the authority to actually determine all of your news/talk station’s programming, not just the words between the breaks, every blessed minute. Why not? You’re responsible for your station’s content 24/7 though you have no control over half of it.

Most program directors in corporate-owned stations today have been hired as functionaries at the end of a long chain of corporate bureaucrats. Your days are filled with layers of programming and sales hierarchies. Presidents have lieutenants, regional and format V.P.s, who send out the memos and convene Zoom meetings to address general issues with generalized answers.

They dive into recent studies and charts for boilerplate policies, seldom suggesting anything bold or of local significance because they can’t, they don’t know your town. The sad part is these people achieved their high positions by successfully programming actual radio stations to real people in specific markets. They’re smart enough to know that what worked in Boston might not fly in Amarillo – except in a vague, general way.

As a local PD today your log is bloated, your programming is filled with syndicated shows, and your hands are tied. 

Unless you have a creative fire in your belly and the guts to assert it.

Dream up great promotions that will excite your audience in your hometown. Enlist the members of your on-air, newsroom, and production staff. Invite them to a pizza place for some brainstorming. Don’t make it mandatory, suggest it will be fun and exciting because it will. Your crew will be happier and bubbling tomorrow. Before long fresh ideas will start trickling in regularly because everyone is enthused, involved, and feeling appreciated. You’ll all make each other’s great ideas even greater. You’re having fun and it’s contagious.

If you can ignite a spark of excitement and faith from your GM and sales department you might find yourself with the programming reigns in both hands.

You weren’t hired to be a clickbait expert, you are a radio expert. You know more about the stuff that comes out of the speakers than anyone else at the station. And you can identify problems and turn them into opportunities. You need to spend your days refining the product, not in endless meetings trying to implement generalized corporate buzzspeak into local program policy.

Attend the Zoom meetings, be a cheerful good soldier but if called upon speak your mind with truth and passion. It’s infectious.

Explain to your boss why you should be allowed to reduce the on-air clutter by as much as half and that you need to spend most of your time every day with your news and talk talent because they’re your stars. It’s why they pay you. The station and the community are all that matters to you.

Tell her/him you’ll read the interoffice memos faithfully and join digital meetings when you can but that the corporate culture will mostly just have to take care of itself.

And, oh, by the way, you need the authority to reject bad radio commercials.

You may not get everything you ask for but I promise you’ll earn some respect.

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