Traditional Media Figures Transition to Digital Platforms

In the recent 2024 election cycle, a notable trend has emerged: several former mainstream media personalities have successfully transitioned to digital platforms, carving out influential spaces of their own. These figures include Megyn Kelly, a former Fox News host; Bari Weiss, once of The New York Times; and others who have built independent platforms online, attracting significant followings.

This movement echoes the earlier path taken by Glenn Beck, who departed from Fox News in 2011 to launch TheBlaze, a subscription streaming service. Unlike the sparse following of such examples in earlier years, many now tread this «Big Media-to-the-internet» route.

Chris Balfe, CEO of a company assisting media figures in establishing digital presences, discusses why this trend has gained momentum just recently. «The technology and tools have advanced significantly,» Balfe notes, pointing out the leap from mailing devices like Roku boxes to subscribers to the ubiquitous connectivity of modern smart TVs and devices.

Another significant factor, according to Balfe, is the evolving landscape of monetization in digital spaces. «It’s easier to scale, quicker to scale, and potentially more lucrative than traditional TV contracts,» he explains, though the success varies greatly depending on the individual’s brand and audience engagement.

The transition, however, is not universally applicable. Balfe mentions that traditional media figures whose roles depend heavily on their time slots may not replicate their success in digital formats. «It’s really about the power of their fandom and whether they can inspire that pull from the audience,» Balfe says.

High-profile personalities like Tucker Carlson, who recently left Fox News, are seen as likely successes in digital formats due to their ability to generate media discussion rather than just report on it. «Tucker is poised to have one of the top podcasts,» Balfe asserts, underscoring his knack for creating substantial media moments that transcend traditional platforms.

Yet challenges remain; particularly in securing advertising from major brands cautious about aligning with politically charged content. Balfe acknowledges the hesitation, stating, «Fortune 500 companies often shy away from controversial spaces — political or otherwise — affecting ad revenues for these digital ventures.» Still, the podcast listener base provides a more committed and valuable audience than that of other platforms like YouTube, despite its significant reach.