MSNBC slings it in full-page ad for “Morning Joe”

"Weird"! "Completely unnecessary"!

We can assume any advertisement that quotes selectively from what people have said about the product being touted is going to be at least somewhat deceptive. But I was so taken aback by one quote in a full-page ad for MSNBC’s “Morning Joe” in today’s New York Times that I thought I ought to do some digging. The ad, titled “The Most Influential Political Show in America,” appears on the back page of the Sunday Review.

I can’t say I’ve seen a lot of “Morning Joe,” as I’ve never been someone who turns on the TV set in the morning, even when I’m home. I caught a bit of it when I was recuperating from elbow surgery last year, and was put off by the smug, insidery tone. The participation of tired, predictable pundits like Mike Barnicle and Mark Halperin, Salon’s Hack of the Year (and the co-author of a book that used anonymous sources to slime the terminally ill Elizabeth Edwards), doesn’t exactly lure me in any deeper.

The quote in the Times ad that caught my eye, “the best morning talk going,” is from Tom Brokaw, which is innocuous enough — except that Brokaw is, well, a regular on “Morning Joe,” as well as a longtime member of the NBC family. Perhaps that’s not quite as bad as quoting Scarborough as saying that “Joe Scarborough is the sharpest political analyst on television,” but it’s close. So let’s keep going, shall we?

Politico, the ad tells us, wants us to know that “Morning Joe’s team has become the insider’s insider.” I cannot find that particular quote anywhere. What I can find, though, is a 2010 story from the Associated Press informing me that Politico and “Morning Joe” are business partners.

That same AP story is the source of yet another blurb from the ad: “An important wake-up call for political and media leaders.” The full quote doesn’t quite contradict that, but nevertheless places it in a rather different context: “An affiliation with Politico that began about six months ago helped cement the program’s status as an important wake-up call for political and media leaders.”

Speaking of different contexts, the ad also blurbs the phrase “appallingly entertaining,” taken from the New Yorker. I looked that one up, and here’s what Nancy Franklin wrote in 2008: “It’s a weird, completely unnecessary show, and it’s appallingly entertaining.” OK, not a 180-degree contradiction of “appallingly entertaining,” but you will note that MSNBC did not grab “completely unnecessary” for the ad.

Moving right along, the ad cites Forbes as referring to “Morning Joe” as “the hottest morning show.” I tracked that one down to a column written for Forbes.com by veteran journalist James Brady in 2008 — who sounded none too pleased with that development. Bear with me, because this one needs a little air to breathe:

Is the media now really the story? Are journalists now the stars? Is all this incestuous, or is it clever reporting? Just consider these recent examples, a few weighty, some trivial, others clearly absurd:

“Morning Joe,” a couple of hours of political dish on MSNBC hosted by a glib onetime congressman, is the hottest morning show around. Tina Fey of Saturday Night Live for a time was getting more ink than the candidates with her wickedly spot-on devastation of Gov. Palin. Rupert Murdoch’s New York Post backs McCain and blasts Obama while Rupert himself calls Obama “a rock star.” Larry King gets interviewed and reveals to columnist Cindy Adams that his own first great interview was with Eleanor Roosevelt when her husband was still president. Since FDR died in April of 1945, we learn the precocious Mr. King interviewed the First Lady when he was 12.

It doesn’t seem to me that Brady is describing “Morning Joe” as must-see TV.

In 2009, Newsweek described “Morning Joe” as “a serious-minded evening show still wearing its bathrobe and its slippers.” The ad, naturally, does not tell us — as Media Bistro does — that the writer, Colter Walls, had previously worked for MSNBC; that Newsweek and MSNBC were content partners; and that the then-editor of Newsweek, Jon Meacham, was a regular on “Morning Joe.” The conflict-of-interest trifecta!

Some of the blurbs are legit. The New York Times and the American Journalism Review really did give “Morning Joe” a thumb’s up. And some of them are too wonderfully strange for me to want to check. For instance, when you see a quote from Parade imitator USA Weekend calling something “the thinking viewer’s choice,” you just want it to be true.

My bottom line: “‘Morning Joe’ is a … show about politics.”

Photo (cc) by Dave Winer and republished here under a Creative Commons license. Some rights reserved.

Ted Koppel may anchor ABC’s “This Week”

Ted Koppel

My “Beat the Press” colleague Callie Crossley has the best idea for George Stephanopoulos’ replacement on ABC’s “This Week”: Gwen Ifill, who would have been a far better choice to succeed the late Tim Russert on “Meet the Press” than David Gregory — predictably — has proved to be.

But if an Ifill hire isn’t in the works, we might get the next best thing. The Politico’s Mike Allen reports that ABC is negotiating with legendary “Nightline” anchor Ted Koppel, now in busy semi-retirement, to moderate “This Week” three Sundays a month.

Koppel was one of the finest broadcast journalists of his generation — the successor to Murrow and Cronkite to a far greater extent than any of the folks who have anchored the network evening newscasts in the post-Cronkite era. He’s a tough interviewer and would bring unparalleled gravitas to the job. Ducking a question from Ted Koppel is not the same as ducking a question from Jake Tapper, Terry Moran or anyone else.

I do have one reservation. After Russert’s death in 2008, I thought retired anchor Tom Brokaw was an excellent choice to fill the moderator’s slot on an interim basis. Instead, Brokaw seemed cranky, sour and bored.

The Brokaw lesson is that it would be great to have Koppel back — but only if he’s prepared to bring his “A” game.

Photo (cc) by Tim Brauhn and republished here under a Creative Commons license. Some rights reserved.

David Gregory to host "Meet the Press"

I could snark away, but I’d prefer to give David Gregory a chance to prove himself as the new host of “Meet the Press.” The announcement should come soon, according to the Huffington Post.

Of the Politico’s list of people who didn’t get the job, I’d have preferred almost any one of them — Gwen Ifill, Chuck Todd, John King, Katie Couric or Ted Koppel, though not Andrea Mitchell. But Gregory always appeared to be the leading contender, so the pending announcement is no surprise.

Gregory’s got the chops. My main problem with him is that he seems as though he’d rather be boiled in oil than be accused of liberal bias, which occasionally leads to his tying himself in knots to avoid acknowledging reality.

The late Tim Russert was not perfect. He was tough on Republicans but tougher on Democrats, and his prosecutorial style of questioning — “You said this in 1987, so why are you saying that now?” — often devolved into self-parody. But his enthusiasm, respect for his guests and engaging personality overcame his shortcomings, and I miss him. It looks like I’m going to keep missing him, though Gregory could grow into the job. If not, there’s always Bob Schieffer. (Sorry, but Media Nation is a Stephanopoulos-free zone.)

So now Tom Brokaw retires once again. I thought he was an ideal placeholder after Russert’s death, someone with the stature to maintain the “Meet the Press” brand while holding the infighting at bay until after the election.

Instead, Brokaw too often projected laziness, lack of interest and — in moderating the second presidential debate — even petulance. Brokaw was a fine anchor and he’s got a record he can be proud of. But he can’t go back to being an elder statesman soon enough.

MSNBC’s news-opinion dilemma

It looks like the political cross-dressing act at MSNBC has reached its limit. According to Brian Stelter of the New York Times, talk-show hosts Keith Olbermann and Chris Matthews will not anchor the cable network’s coverage of the upcoming debates or on election night, which should tone down the battle between NBC’s journalists and MSNBC’s opinionators.

I have quibbles about this, but overall I think it was the right move. Barack Obama has no bigger advocates in the mainstream media than Olbermann and Matthews, and it has looked strange all year to have serious journalists like Tom Brokaw, Brian Williams, Andrea Mitchell and, before his death, Tim Russert seeming to answer to them. Recently, it all boiled over on the air.

Olbermann and Matthews reportedly will continue to appear as analysts, while David Gregory will serve as the anchor. That’s all fine. My larger concern is that in addition to being moved out of the anchor slots, they will also be expected to tone down their opinions, lest they run afoul of the Republicans’ current war against the media. Olbermann was exactly right in his revulsion at Republican efforts to stamp their brand on the terrorist attacks of 9/11, even if it was unseemly for him to do it from the anchor desk.

The problem, of course, is that there are no such scruples about the dividing line between news and opinion at Fox News. Stelter, for instance, does not question the fiction that Bill O’Reilly is not allowed to anchor Fox’s convention coverage, a piece of information that would be a surprise to anyone tuning in between 8 and 9 p.m. the last two weeks. Fox’s signature news personality, Brit Hume, is a good journalist, but he also leans noticeably to the right.

MSNBC this year is experiencing the first semi-success of its benighted existence by loading up on liberal political talk shows. Today Rachel Maddow debuts at 9 p.m., extending that trend. I don’t know how long it can last, since the network is still firmly ensconced in last place. But as long as network executives can find a way to keep the journalists and the talkers from ripping each other’s throats out, MSNBC has become a refreshing alternative to Fox News.

I just hope it’s Williams and Brokaw who are driving the anchor-desk shift — and not Rick Davis and Steve Schmidt.

The right move

Tom Brokaw will host NBC News’ “Meet the Press” through the election.