MS NOW Wants to Turn Its Viewers Into a Fandom
The cable news network’s president, Rebecca Kutler, wants to leverage its massive online and TV audience to create a fan community. First up: letting you chat with Rachel Maddow.
MS NOW President Rebecca Kutler aims to transform its viewers into a dedicated fandom by launching a subscription service called Membership. This program seeks to connect MS NOW consumers more intimately with journalists like Rachel Maddow and Jen Psaki, offering them exclusive content, community features, and behind-the-scenes access.
The network's digital presence already outperforms publications like Axios, Politico, and The Atlantic, with higher engagement on YouTube than major networks. The goal is to build a sustainable business model by leveraging MS NOW's strong talent base, similar to how influencers have reshaped media consumption.
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