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What Trump's win means to news organizations as mainstream media fight for relevance

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What Trump's win means to news organizations as mainstream media fight for relevance

Imagine if the Super Bowl audience dropped by 25%. That’s what happened on Tuesday when Nielsen tallied the viewership for TV networks that provided coverage of former President Trump’s historic electoral victory over Vice President Kamala Harris for the White House.

But election night was just the grand finale of a political season that showed how legacy media organizations are struggling to maintain relevance while alternatives in the digital universe chip away at their influence.

Young viewers are getting information from TikTok, YouTube and Elon Musk’s X, skipping the evening news broadcasts and cable shows as they go without pay TV subscriptions.

Trump largely bypassed traditional media outlets, granting lengthy interviews to comedians such as Theo Von and the influential Joe Rogan, who eventually endorsed the former commander-in-chief. Harris went on podcasts such as Alex Cooper’s popular “Call Her Daddy” and “All the Smoke” with former NBA players Matt Barnes and Stephen Jackson.

The emergence of podcasters is an extension of what has happened in cable news, where the largest audiences are drawn by opinion hosts whom fans treat as tribal leaders. While overall TV ratings were down, the top two networks on election night were Fox News, which draws big ratings with its conservative hosts, and the progressive MSNBC.

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“What Joe Rogan tells you is this business has become personality-driven, not journalism-driven,” said a TV news agent who was not authorized to speak publicly.

Meanwhile, newspapers continue to fight an uphill battle to get users to pay for digital content as their print editions fade into obsolescence. Public opinion polling by Gallup shows that trust in mass-media institutions is at a record low.

TV news organizations are still absorbing what Trump’s return will mean to them. Anchors and correspondents are having frank conversations with their agents about how they will navigate another four years covering a president who has a hostile view of journalists.

The public will have more answers in the coming weeks as news organizations use a new White House administration to reassign correspondents. It’s also possible that some conservative news hosts and commentators could end up as part of a new Trump administration.

There’s hope for at least a short-term boost in ratings and readership from another unpredictable Trump administration. Trump’s 2016 victory was the lighter fluid that accelerated a news bonfire, driving ratings and subscription revenue. But a repeat of that effect probably will be ephemeral and won’t make newsgathering a sustainable business in an increasingly fragmented news environment.

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Alex Cooper interviews Vice President Kamala Harris on “Call Her Daddy” for an Oct. 6, 2024, episode.

(Call Her Daddy)

“The Trump bump may be a way in,” said Neil Brown, president of the Poynter Institute. “It won’t be a way to keep them unless you find a lasting way to serve them.”

Roland Martin, a former CNN commentator who now owns and operates the digital Black Star Network, believes outlets are counting on a turbocharged news cycle.

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“A lot of legacy-media people were pining for Trump’s return because they know it’s going to be a s— show every single day,” Martin said. “It will be another four-year reality show about his craziness.”

Some news executives believe — perhaps wishfully — that the administration will focus on policy at the beginning and there will be less emphasis on the president-elect’s rambunctious personality.

“I think he’s going to be way too busy, especially in the first two years if he has the House and Senate,” Alex Castellanos, chairman of the communications firm Purple Strategies and a former Republican political consultant.

On the campaign trail, Trump promised radical changes, including mass deportations of undocumented migrants and putting vaccine and fluoridated water critic Robert F. Kennedy Jr. in a position of influence over public health.

“It won’t be the obsessive fascination with this novel phenomenon that it was last time,” said Andrew Heyward, a former CBS News president who now advises media companies. “It’ll be based more on news value and therefore there may be less of it and it may not last as long.”

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Experts believe that Trump’s better-than-expected performance revealed a larger problem.

They say large media organizations spent too much time in Washington focused on opinion polls and punditry from political professionals and didn’t listen enough to what the electorate was saying on the ground. Outside of right-leaning outlets, media outlets may not have paid enough attention to working-class anger over the cost of living during an otherwise robust economic recovery.

Mainstream news outlets also were slow to see the shift of Latino voters to Trump. Martin attributed it to the lack of Latino journalists or executives in their organizations. He also noted that the media overstated the narrative of Black voters flocking to Trump.

“They were using mainstream white polls and they never put Black-specific pollsters on the air,” Martin said. “And Black men congregate in other places than barber shops.”

Fox News was criticized several years ago for its aggressive coverage of the influx of migrants at the U.S.’ southern border, but the reporting foretold the emergence of immigration as a major issue in the 2024 presidential campaign. The story did not get significant attention from its competitors until migrants were bused into major media centers such as New York.

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Criticism that corporate-owned media outlets don’t get deep enough into diverse communities or a wider range of issues has gone on for years. Addressing the problem is more difficult as the organizations come under greater pressure to cut costs and deal with declining revenue.

“We’re in a changing world and everybody knows it,” Heyward said. “Unfortunately it’s a time of restricted resources. That means deciding what can we afford to do very well to serve a unique role in this much more complicated landscape.”

Aside from increased competition, media companies are seeing advertisers become more skittish about running their ads in news programming, as they are turned off by the vitriol and divisiveness in the current polarized political landscape. Scripps News cited the attitude as a factor in its recent decision to shut down its 24-hour news service.

Presidential campaigns fully took advantage of the upheaval, calling their own shots on the debates — there was only one between Trump and Harris — and being more selective in their formal media appearances.

“The candidates were able to control the relationship with legacy media, perhaps more than in previous cycles, by either going around them or controlling the drip of when they would give them interviews,” said Joshua Darr, senior researcher at Syracuse University’s Institute for Democracy, Journalism and Citizenship.

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Separate headshots of former President Trump and podcaster Joe Rogan

President Trump reached nearly 40 million viewers in the first three days after his interview with podcaster Joe Rogan became available on YouTube.

(Evan Vucci / Associated Press, left; Gregory Payan / Associated Press, right)

There is no penalty for avoiding tough media platforms when there are so many options to reach pockets of voters on alternative outlets, Heyward said. Rogan’s interview with Trump received nearly 40 million views in its first three days on YouTube.

“‘60 Minutes’ has been the No. 1 TV news program for five decades, but Trump had no problem not only skipping it but suing it,” said Heyward, referring to the $10-billion lawsuit Trump filed against the network over its editing of a Harris interview answer on the CBS News magazine show. Trump initially agreed to an interview on the show but then canceled his appearance.

While loyalty to legacy media and a sense of public connection to these organizations have declined, media experts said there is still power in these longtime brands. Harris went on “The View,” did an interview with CNN’s Dana Bash, sat for a grilling by Fox News’ Bret Baier and did local media in battleground states. Her appearances on traditional networks got millions of views.

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“Legacy media continue to be vital, and there’s nothing about this result that changes that at all,” said the Poynter Institute’s Brown. “I believe fully that the legacy media have the credibility and institutional connection to their communities, that they provide a profound service.”

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Rubio sanctions Cuban groups with ties to US nonprofit network funded by communist donor Neville Roy Singham

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Rubio sanctions Cuban groups with ties to US nonprofit network funded by communist donor Neville Roy Singham

NEWYou can now listen to Fox News articles!

Secretary of State Marco Rubio put U.S. organizations on notice: they can no longer do business with a key Cuban organization that has spent over six decades – since the launch of Fidel Castro’s communist revolution in 1959 – cultivating relationships with U.S. activists and groups, many of them now funded by communist American tycoon Neville Roy Singham.

The sanctions target the Cuban Institute of Friendship with the Peoples, known by its Spanish acronym ICAP, an organization founded by Castro in 1960 to spread Marxist ideology and support for Cuba. Long ago, U.S. officials and intelligence assessments concluded ICAP is a key component of Cuba’s intelligence apparatus.

“For decades, Cuba has been the world capital for radical left-wing terrorism,” Rubio said. “The regime in Havana has recruited, trained and backed violent Marxist and third-worldist movements across our hemisphere and beyond.”

REVOLUTIONARY TOURISM: INSIDE THE $600M MARRIAGE OF DARK MONEY AND FAR-LEFT AGITPROP

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Marco Rubio moves to put sanctions on a group that Fidel Castro established in 1960 to spread Cuba’s communist influence in the world. (Sven Creutzmann/Mambo Photography/Getty Images; Nathan Posner/Anadolu via Getty Images)

Earlier this year, ICAP worked with U.S. nonprofits, including the People’s Forum, Progressive International and CodePink, to organize a March “convoy” that included controversial Marxist streamer Hasan Piker landing in Cuba to support Cuba’s communist party.

The trip has since attracted federal scrutiny, with CodePink co-founder Medea Benjamin confirming she received questions from federal officials about the trip, investigating whether she violated sanctions.

Late last month, Fox News Digital published a three-part series, reporting that federal investigators are examining Cuba’s alleged malign foreign influence operation in the U.S., investigating a network of 145 groups with collective revenues of about $1 billion, promoting Cuba’s agenda and communist ideology.

“Today, we are targeting the network that enables and funds Cuba’s subversive and radical operations,” Rubio said.

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The groups working closely with ICAP include the People’s Forum, CodePink, BreakThrough News and Tricontinental, funded by Singham, a Marxist tech tycoon living in Shanghai. As reported, Singham has pumped $285 million into nonprofits since 2017 that have built very close relationships with ICAP and the communist government of Cuba.

Singham is married to CodePink co-founder Jodie Evans.

INSIDE CUBA’S FOREIGN INFLUENCE CAMPAIGN: FROM THE VENCEREMOS BRIGADE OF THE 1960S TO SATURDAY IN A UNION HALL

ICAP is today led by Fernando González Llort, one of five former Cuban intelligence officers, known as the “Cuban Five,” convicted in the U.S. years ago on espionage-related charges and released after spending time in jail. 

Critics say ICAP acts as a gateway for revolutionaries from around the world to get embedded in the propaganda, organizing tactics and strategic goals of the Communist Party of Cuba. ICAP has denied wrongdoing and says it’s a civil society organization.

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ICAP was one of five entities that Rubio designated as off-limits under sanctions authorities established by President Donald Trump’s Cuba executive order. The sanctions also target Cuba’s Ministry of the Revolutionary Armed Forces (MINFAR), the Committees for the Defense of the Revolution (CDR), Minera La Victoria S.A. and the state-run tourism company Amistur Cuba S.A., which has arranged trips to Cuba with U.S. nonprofits in the Singham network.

Experts said the move signals that the Trump administration is focused not only on the Cuban government but also on U.S. institutions that U.S. officials believe help project Cuban influence internationally.

A declassified CIA report from the Cold War era, “Cuba: Castro’s Propaganda Apparatus and Foreign Policy,” described Cuba’s international propaganda and influence activities as a central component of Castro’s foreign policy strategy. The report named ICAP among organizations that act as important instruments for cultivating sympathetic political movements abroad and extending Cuban influence beyond the island.

DOJ, TREASURY INVESTIGATE NONPROFITS AND LEADERS ALLEGEDLY COORDINATING WITH CUBA IN INFLUENCE CAMPAIGN

One of the most notable examples was the Venceremos Brigade, a Cuba solidarity program established in 1969 that brought generations of American activists to the island through exchanges organized with Cuban authorities and institutions including ICAP.

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The program became one of the most visible pipelines connecting American activists to the Cuban revolutionary government.

Today, the Venceremos Brigade operates as a fiscally-sponsored project of the People’s Forum.

Lawmakers and federal authorities are examining whether organizations funded by Singham have acted on behalf of foreign interests without properly registering and have helped amplify messaging favorable to the Chinese Communist Party and the Communist Party of Cuba.

Cuba’s President Miguel Diaz-Canel (C) listens to Progressive International’s general coordinator, David Adler, during an event at the Cuban Institute for Friendship with the Peoples (ICAP) in Havana, on March 21, 2026. (Ernesto Mastrascusa/AFP via Getty Images)

HOW A RHODES SCHOLAR WITH TIES TO CUBA’S PRESIDENT ORGANIZED THE CONVOY THAT BROUGHT HASAN PIKER TO HAVANA

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During the recent convoy in March, Progressive International co-founder David Adler appeared alongside Cuban President Miguel Díaz-Canel and ICAP President González at an official event hosted by ICAP.

Years ago, Los Angeles Mayor Karen Bass participated in Venceremos Brigade trips, a connection that her mayoral candidate Spencer Pratt resurfaced during her campaign. Bass has denied any wrongdoing.

Supporters of such exchanges describe them as educational and humanitarian programs intended to foster international understanding. Critics argue they function as political influence operations designed to build support for the Cuban regime and its ideological objectives.

The Cuban government condemned Rubio’s sanctions shortly after the announcement.

President Miguel Díaz-Canel accused the United States of escalating economic pressure against Cuba and attempting to intensify tensions between the two countries.

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Hasan Piker, a Democratic Socialists of America member, and CodePink co-founder Jodie Evans meet in Havana, Cuba, as part of a “United Front” supporting the communist regime. (CodePink via Storyful)

“The Treasury Department has added new names of Cuban leaders, organizations and companies to an illegitimate sanctions list,” Díaz-Canel wrote on social media. “They are aimed at reinforcing the blockade measures and the scenario of conflict between Cuba and the United States.”

Rubio’s warning extended beyond the sanctioned entities.

The action signals that the administration is increasingly focused on the networks, partnerships and influence channels that U.S. officials believe have helped advance Cuban interests abroad long after the Cold War officially ended.

“Anyone providing services to these sanctioned actors is at risk of sanctions themselves,” he said. “Foreign banks and other companies that provide services to these entities should freeze those activities.”

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Fox News Digital’s Reagan Schroeder contributed to this report.

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Commentary: No, Mr. Hilton, our elections are not ‘a joke.’ It’s time for you to stand up to Trump

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Commentary: No, Mr. Hilton, our elections are not ‘a joke.’ It’s time for you to stand up to Trump

Well, that didn’t take long.

A day after California’s primary election, President Trump took to social media with baseless claims of election fraud — predictable, but also dangerous.

“Look what’s happening in California, the Dumocrats, right before our very eyes, are stealing the Vote,” Trump wrote in one post.

“There’s BIG cheating by the Dumocrats in California,” he wrote in another, apparently enamored of his latest juvenile slur.

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Never mind that his candidate, Steve Hilton, is in the lead — for now anyway.

California has once again become the main dish on Trump’s buffet of bull-hockey as he continues to undermine democracy and consolidate authoritarian power, using this disingenuous and patently untrue narrative that American elections are rigged by shadowy Democratic forces working in collusion with illegal immigrants.

That last part is called the Great Replacement Theory, the idea that “elites” are replacing white people — and white voters — with Black and brown immigrants in a bid to destroy white culture. It’s at the heart of Trump’s voter fraud allegations.

The twist this time is that Hilton, the man who wants to represent all Californians, seems to be jumping on the election fraud conspiracy train with the president. I get it, there’s the MAGA base to feed, and it’s a base that feasts on outrage and fakery. Serving up resentment glazed with lies and propaganda has been the MAGA playbook for years under Trump, a strategy that no one can deny has been heartbreakingly effective.

But Hilton is a smart man and must certainly know that voter fraud is rare, to the point of being inconsequential to election outcomes. Hilton by his own admission understands voting patterns, and that in this cycle, Republicans have voted early and often by mail, despite Trump’s claims that all vote-by-mail should be suspect. So Hilton understands that early votes have skewed his way, and that later vote tallies will likely favor Democrats.

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And Hilton is definitely intelligent enough to expect that in a state where Democrats outnumber Republicans nearly three to one, he will not keep the top spot in this primary, and a slim chance remains that he will not make it into the top two. That’s just simple math.

So if Hilton truly seeks to represent this state as its top elected executive, now is the time to renounce election fraud myths and stand up to Trump’s lies. If Hilton can’t say that he believes our recent election was free and fair, then he has no business being our governor.

Unfortunately, that doesn’t seem to be the path he’s taking, even as it seems increasingly likely that he will advance to the general election.

This week, speaking with far-right podcaster and former Turning Point USA creative director Benny Johnson (who was allegedly duped into working for a Russian influence operation), Hilton said that while “so far we’re not seeing any signs” of cheating, “we’re going to be all over it. We’re not going to let them do that.”

Hilton was responding to a question from Johnson on whether Hilton will sue over “cheating.”

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On a post-election appearance with Laura Ingraham, the conservative Fox News host who has repeatedly promoted the Great Replacement Theory, Hilton delved into more conspiracy.

“Just to really underline the point that you made about the corruption,” he told Ingraham an anecdote about supposed fraud in a previous election cycle when a “whistleblower” at the post office told him that they were instructed that a handwritten postmark was acceptable when sorting ballots to deliver to the county registrar.

“It’s just unbelievable, and of course, that’s why so many people don’t believe the results, but it just undermines confidence,” he told Ingraham, certainly knowing that the post office forwarding a ballot on to a county registrar in no way means it will be certified or counted. Would we really want the USPS deciding which ballots to deliver? Disingenuous on Hilton’s part at best.

“The whole thing is a joke,” Hilton went on to say of California elections, which of course, is absurd.

Thursday, when I asked Hilton’s team to speak with him about his views on voter fraud, they sent back a response that focused on the slowness of the California vote count; voter rolls Hilton has described as “wildly inaccurate,” which is a wildly inaccurate claim; and two instances of actual fraud with voter registration — not examples of votes that were counted.

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To be sure, all those items are important. Any malfeasance should be punished, and the system should always strive to improve.

But how hard is it to simply be against fraud, while accurately acknowledging that it is rare and our current system provides accurate results?

I am against voter registration fraud. I am against vote fraud. I am absolutely pro-democracy, including policies such as mail-in voting that increase participation.

I do not believe that there is widespread fraud in the California primary, or in American elections in general, because the evidence does not support that conspiracy. I do not believe that Democrats are running a decades-long, nationwide conspiracy to replace white voters with votes from Black and brown undocumented immigrants, because that is both false and racist.

Pretty basic stuff, and statements in line with the values and common sense of the majority of Californians Hilton says he will represent.

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If Hilton can’t come out and clearly say that Trump is wrong — about fraud and about the Great Replacement Theory — can he really be trusted to represent the values of the Golden State?

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Video: Jan. 6 Rioter Hired by Pentagon

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Video: Jan. 6 Rioter Hired by Pentagon

new video loaded: Jan. 6 Rioter Hired by Pentagon

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Jan. 6 Rioter Hired by Pentagon

Elias Irizarry, who pleaded guilty to climbing through a broken window at the Capitol on Jan. 6, 2021, now works for an office responsible for uncovering and defending against terrorism plots at the Pentagon.

“Full pardon or commutation?” “Full pardon.”

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Elias Irizarry, who pleaded guilty to climbing through a broken window at the Capitol on Jan. 6, 2021, now works for an office responsible for uncovering and defending against terrorism plots at the Pentagon.

By Alisa Shodiyev Kaff

June 4, 2026

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