When CNN brought in Jeff Zucker, it wasn’t for his journalistic acumen. Zucker was best known for his work on the Today Show. After billions in losses at NBC, his new Comcast bosses wanted him gone.
CNN and Zucker were perfect for each other. Both were sinking ships looking for an easy way out.
Zucker’s plan for CNN was simple. Get out of the news business.
Or as he put it, “news is how you define it.” Fake, real; it’s all a matter of definition. And Zucker was going to “broaden” the definition of what news is. And the definition was reality shows.
CNN was going to edge away from the news business under its new boss of fake reality television.
Zucker’s plan made sense at the time. MSNBC had the lefty demographic locked up and FOX News spoke to the right. CNN wasn’t going to compete with them. And it wasn’t going to do “vanilla” reporting. Instead it would jump into the reality dogpile. Food shows. Edgy documentaries. “More shows and less newscasts.” If there had to be news, Zucker wanted it to have an “an attitude and a take.”
Before President Trump called out CNN as fake news, its new boss had already turned it into fake news.
But that was a different world. Obama was in the White House. Hillary was going to succeed him. Nothing interesting was going to happen in the world of politics. CNN could just focus on infotainment.
And then Trump emerged and everything changed. Suddenly CNN was going to have to do news again and Zucker, the gimmick guy who had bet big on reality shows on NBC and then on CNN, was completely out of his depth. He understood entertainment, but he didn’t have the faintest clue about journalism.
In the summer of ’16, he had ridiculed BuzzFeed as not being a real news organization. That gave BuzzFeed a whole lot in common with CNN. By October, he had hired on Andrew Kaczynski and his BuzzFeed team of trolls. And it’s that team of trolls that is now at the center of CNN’s latest scandal.
CNN had already lost 3 reporters from its investigative unit over a fake news Trump-Russia hit piece. Instead of enmeshing President Trump in scandals, its investigative unit is deeply enmeshed in scandal.
Zucker was not a journalism guy, but he understood numbers. He lived and died by them. His philosophy at CNN was to stay on anything that its viewers were watching whether it was a missing Malaysian plane or Trump. CNN’s old strategy of “flooding the zone” with meaningless non-coverage of a breaking event was merged with Zucker’s own preference for reality television to create a constant coverage circus.
Hiring a ton of reporters from across the spectrum, from a New York Times Pulitzer Prize winner to the BuzzFeed trolls, would flood the zone with Trump scandals. CNN would have the most Trump scandals and the most viewers. It was a great strategy for manufacturing a whole bunch of fake news scandals.