The craziest part of Donald Trump's 77-minute loon-a-thon in Phoenix earlier this week came when he rehashed his shtick about the networks turning off live coverage of his speech. Trump seemed to really believe they were shutting the cameras off because "the very dishonest media" was so terrified of his powerful words.
"They're turning those lights off so fast!" he said. "CNN doesn't want its failing viewership to see this!"
Trump is wrong about a lot of things, but it's hard to be more wrong about any one thing than he was about this particular point.
No news director would turn off the feed in the middle of a Trump-meltdown. This presidency has become the ultimate ratings bonanza. Trump couldn't do better numbers if he jumped off Mount Kilimanjaro carrying a Kardashian.
This was confirmed this week by yet another shruggingly honest TV executive – in this case Tony Maddox, head of CNN International. Maddox said CNN is doing business at "record levels." He hinted also that the monster ratings they're getting have taken the sting out of being accused of promoting fake news.
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For more than two years now, it's been obvious that Donald Trump is a disaster on almost every level except one – he's great for the media business. Most of us who do this work have already gone through the process of working out just how guilty we should or should not feel about this.
Many execs and editors – and Maddox seems to fall into this category – have convinced themselves that the ratings and the money are a kind of cosmic reward for covering Trump responsibly. But deep down, most of us know that's a lie. Donald Trump gets awesome ratings for the same reason
Fear Factor made money feeding people
rat-hair tortilla chips: nothing sells like a freak show. If a meteor crashes into jello night at the Playboy mansion, it doesn't matter if you send Edward R. Murrow to do the standup. Some things sell themselves.
The Trump presidency is like a diabolical combination of every schlock eyeball-grabbing formula the networks have ever deployed. It's
Battle of the Network Stars meets
Wrestlemania meets
Survivor meets the Kursk disaster. It's got the immediacy of a breaking news crash, with themes of impending doom, conflict, celebrity meltdown, anger, racism, gender war, everything.
Trump even sells on the level of those Outbrain click-addicting photos of plastic surgery failures. With his mystery comb-over and his great rolls of restrained blubber and the infamous tales of violent fights with his ex over a https://www.v/ (failed scalp-reduction procedure), Trump on top of being Hitler
and Hulk Hogan from a ratings perspective is also a physical monster, the world's very own bearded-lady tent.
Trump's monstrousness is ironic, since the image of Trump as the media's
very own Frankenstein's monster has been used and re-used in the last years. Many in the business are of the opinion that, having created Trump and let him loose in the village, we in the press now have a responsibility to hunt him down with aggressive investigative reporting, to make the world safe again.
That might indeed be a good idea. But that take also implies that slaying the monster will fix the problem. Are we sure that's true?