The news that CNN’s ratings are at a ten-year low should come as no surprise to viewers of the cable news channel. The consensus is the downward spiral of the network’s viewership is due to the fact that it is caught in the middle between two supposedly hyper-partisan competitors — Fox News on the right and MSNBC on the left — with the result that their brand of nonpartisan news is being marginalized.
But this interpretation of events is not only incorrect, it misses the point about why audiences aren’t thrilled by CNN. When given a choice between channels that don’t pretend to be totally even-handed like Fox and MSNBC and one that is masquerading as above such things, most will inevitably choose the former over the latter. Contrary to the self-serving excuse that CNN’s professionalism doesn’t sell as well as the partisanship exhibited on Fox and MSNBC, the viewers aren’t being fooled. They know that most of the hosts on CNN tilt sharply to the left and are put off by the pretense of objectivity.