MSNBC’s new frontier: Bringing the news to the people
A new era for MSNBC
Some of the most dynamic moments for MSNBC in 2025 might not even happen on a TV screen. This shift is already underway. When Rashida Jones, the president of the NBCUniversal-backed cable network, wandered through the lobby of the Brooklyn Academy of Music this past Saturday, she was struck by the diversity of the crowd. People had traveled from as far as London and Hawaii to see MSNBC hosts and anchors like Rachel Maddow, Katy Tur, Joy Reid, Jen Psaki, and Chris Hayes. This day-long summit, attended by approximately 4,000 paying guests, focused on the upcoming election and national politics.
The audience speaks
Jones, who took the reins of MSNBC in 2021, believes it’s time to acknowledge that MSNBC’s fans don’t necessarily need the cable network itself to get their full fix. The Brooklyn audience “told us what they wanted,” says Jones. “The idea of bringing the brand to the people is something I want to double down on – in a lot of different places.”
Experimenting with live models
MSNBC has already been experimenting with various live models. In March, the media outlet held an invite-only event in Washington featuring Psaki, Steve Kornacki, and Stephanie Ruhle. During the Democratic National Convention in Chicago, Luke Russert and Symone Sanders Townsend interviewed Eric Holder and Stacey Abrams in an event sponsored by Lyft. Russert, previously an NBC News editorial staffer and the son of former “Meet the Press” moderator Tim Russert, was hired late last year as a host for MSNBC’s live events.
The financial landscape
There are good reasons to test the consumer appetite for MSNBC conferences, dinners, and discussions. All three major cable news outlets — MSNBC, Fox News, and CNN — are expected to lose subscribers and affiliate revenue in 2024. MSNBC’s subscriber base is projected to shrink by nearly 6% this year, to 64.5 million, compared with 68.5 million in 2023. Affiliate revenue is predicted to fall by nearly 4% in 2024, to $295.1 million, compared with $307 million in the previous year.
While event revenue isn’t likely to dominate MSNBC’s financial strategy, it could certainly help offset some shortfalls.
A promising start
Saturday’s event represented “a starting point that spoke to the potential of where we can bring the live business in the year ahead,” says Rebecca Kutler, MSNBC’s senior vice president of content strategy. She envisions launching both small, private events that might have a sponsor, and larger concepts that also generate revenue. Some could be based on giving attendees a peek at various projects launched by MSNBC staffers. Others could tap into MSNBC’s growing slate of audio content.
Engaging the audience
Kutler was inspired by talking to an attendee from Florida – not typically known as an MSNBC stronghold – who wondered if the network might consider hosting a dinner for its Florida-based backers. Within 24 hours, the fan followed up with venue suggestions and ideas for spurring attendance. Participants came from places significantly further away than executives anticipated. “When we first started planning this a few months ago, we thought people would come from New York, Pennsylvania, New Jersey,” says Kutler.
Learning from others
Other networks have experimented with similar concepts. CNN has mounted a series of live “Citizen” events in recent years that convened newsmakers and CNN anchors to discuss major issues of the day. Among those who took part were Jimmy Kimmel, Dr. Anthony Fauci, and NBA Commissioner Adam Silver. Fox News Channel has organized its “Patriot Awards” for the past few years; the event has even included a meet-and-greet and a whiskey tasting.
A two-way conversation
Live events will help foster “a two-way conversation” between MSNBC personalities and the people who watch them, says Jones. The journalists and analysts talk “every night in front of a huge audience, but they don’t get to hear them and aren’t seeing what they react to,” she says. “You’re not looking into the whites of their eyes.”
The future of live events
As MSNBC continues to explore this new frontier, the potential for deeper engagement with its audience is vast. By bringing the brand directly to the people, MSNBC is not only adapting to the changing media landscape but also creating opportunities for meaningful interactions and discussions. This approach could very well set a new standard for how news networks connect with their audiences in the digital age.