NEW YORK — Major news organizations have faced challenges in securing interviews with high-profile political figures like Kamala Harris and Donald Trump amid the current election cycle. Despite avenues like NPR, The New York Times, PBS, and The Washington Post reaching out for engagement, both candidates have opted instead for platforms offering more direct connections with audiences.
Harris has chosen to converse with Alex Cooper on her “Call Her Daddy” podcast and also engage with discussions on sports-related podcasts such as “All the Smoke.” Trump, on the other hand, declined to participate in the venerable “60 Minutes,” while opting for friendly banter on podcasts like “Bussin’ With the Boys” and “Flagrant.” This shift underscores a significant trend where traditional media outlets are being sidelined. The rise of podcasts enables candidates to more effectively target niche audiences, a strategy that resonates particularly well during this condensed electoral phase.
Despite the trend, there have been exceptions. Harris interacted with NBC’s Hallie Jackson and participated in a CNN town hall. However, political analyst John Heilemann remarked on the struggle of established media, describing it as an “ancient, dying beast” grappling with its loss of influence. Sara Just, senior executive producer of PBS’s “NewsHour,” pointed out that campaigns are deliberately choosing where and how they engage, wishing that candidates would still participate in deeper interviews.
This situation reflects a growing sentiment among journalists regarding the importance of critical interviews. Eric Marrapodi from NPR asserted that it’s essential for the public to hear candidates’ ideas robustly challenged, highlighting the diminished relevance of traditional big-media encounters.
Historically, an interview with “60 Minutes” was deemed vital for presidential hopefuls, yet this year, Trump notably bypassed this platform, criticizing its editing. Instead, he has focused largely on engaging with more congenial outlets that provide him direct access to his primary supporter base, including frequent contributions to Fox News, illustrating how both Trump and Harris leverage their media appearances strategically amidst rising competition.
Television audiences have also diminished overall, with CNN notably declining from 1.24 million viewers in 2016 to just 924,000 in the present year. Likewise, traditional newspapers, which collectively reached 37.8 million in Sunday circulation in 2016, have seen this number plummet to 20.9 million by 2022. Candidates who once participated in rigorous editorial board interviews no longer see them as essential or even relevant.
As campaigns have been able to more precisely target advertising, this principle now extends to media appearances. Seeking to connect more authentically with specific demographics such as Black men, Harris appeared on Charlamagne Tha God’s influential radio show, which garnered considerable attention, showing the effectiveness of less conventional media outreach.
Podcasts, in particular, have emerged as effective platforms that allow candidates to hone in on their desired audiences. Podcast listenership has reportedly doubled since 2016, becoming a potent medium. Andy Bowers, co-founder of Spooler Media, characterized the format as a prime example of narrowcasting, attributing to it an innate loyalty fostered among audiences.
For instance, in her guest spot on “Call Her Daddy,” Harris discussed significant topics like abortion in a manner tailored to resonate with its female audience. Similarly, Trump’s appearance on “Flagrant,” where he fielded questions about personal anecdotes and family matters, garnered millions of views on YouTube, thus reinforcing his connection with younger male demographics.
Interestingly, engagement doesn’t always exclude traditional news outlets. Rick Klein from ABC News emphasized that the nature of political journalism extends beyond simple interviews, citing ABC’s ability to ask questions during the main debate between Harris and Trump. Moreover, traditional media still holds significant presence on emerging platforms. Reports indicate that six out of the top ten news sources on TikTok over a recent span belonged to established outlets, demonstrating their ongoing reach.
While some may perceive the rise of non-traditional media as a threat to journalistic integrity, experts like Mark Lukasiewicz argue that the focus should be on doing quality journalism rather than mere access to candidates. Others, like David Halbfinger from The New York Times, caution against making premature assessments amid a campaign influenced by rushed timelines and unique challenges.
The changing landscape of political discourse and media engagement remains a fluid topic worth monitoring as dynamics shift within both the media and political spheres. The evolving relationship between candidates and traditional journalism practices will ultimately serve as an instructive case study for future electoral cycles.