It’s no longer a secret. Mainstream news (MSM) is dying and key numbers are telling the story. According to a poll by Gallup, only 32% of Americans still have a “great deal or fair amount of trust” in the mainstream news’ ability to report the news accurately. Down 8 points from the last poll period, the results of this poll mark a turning point as the news landscape continues to transform.

As disillusionment continues to rise and viewership plummet, so are new players in the form of massively popular independent journalists and new platforms coming to challenge the dominance of mainstream media in the dissemination of both political news and the “truth”.

Mainstream News in Decline: The Split Between Fox News and Tucker Carlson

If one event marks the shift from reliance on MSM, it’s the firing of Tucker Carlson. The split between Tucker Carlson and Fox News in the wake of Carlson’s firing saw the network’s viewership in his old time slot drop by 50% after his exit.

Since 2020, Carlson has ascended as the top cable news personality, have drawn in millions of viewers to his show. Tucker’s massive audience, the launch of his own streaming platform and the sheer numbers of people that followed him after his falling out with Fox News highlight a critical change in the new landscape – the rise of independent journalism and the growing desire for it.

MSM’s Fall From Grace: Declining Trust

Mainstream news has significantly fallen out of favor, a trend underscored by a confluence of factors that have led to widespread professional upheaval within the industry. The past year alone has seen major news organizations, including Sports Illustrated, The Washington Post, NBC News, ABC News, CNN, NPR, Vice, Vox, and BuzzFeed, among others, shedding hundreds of journalists.

This wave of layoffs, growing by nearly 50 percent during 2023, points to deeper issues within mainstream journalism, beyond the simplistic blame on the internet and shifts in digital advertising revenues. Here are specific examples and reasons highlighting why mainstream news is losing its grip:

Widespread Layoffs: Organizations across print, digital, and broadcast-news sectors have experienced significant job losses, with figures escalating dramatically in 2023.

Bias Against Conservatism: An evident bias against conservative viewpoints has significantly contributed to the distrust. The mainstream media’s coverage often portrays conservative policies and figures in a negative light, without the balance of critical analysis applied to all political spectrums. This has alienated a substantial portion of the audience who feel their perspectives are unfairly represented or outright dismissed.

Loss of Objectivity: The shift towards advocacy over accurate reporting, particularly noticeable from the beginning of the Trump campaign era, has alienated audiences seeking unbiased information.

Misinformation and Advocacy: The persistence of falsehoods, such as the misrepresentation of Donald Trump’s comments about disinfectants and COVID-19. This incident highlights a broader trend where mainstream media sometimes distorts statements, fueling misinformation.

Failure to Adapt: The traditional models of reader-supported or advertising-supported media are crumbling, unable to sustain themselves amidst the digital revolution and changing consumer preferences.

Censorship During Covid-19 Outbreak: The COVID-19 and the debate around vaccines pandemic highlighted mass censorship by both MSM outlets and social media, as they acted as gatekeepers, deciding which pandemic narratives to highlight or suppress.

Eroding Trust: Trust in the mass media is at one of its lowest points, with a significant drop in confidence from Democrats, and long-lost trust from Republicans and Independents, exacerbated by events like Russiagate.

Combined with a 48% decline in cable and satellite subscriptions in 2022 and the rise of digital platforms, one thing is clear – mainstream news is in trouble as viewership and trust fades.

As all of these factors play their part in the decline of traditional news media, the question remains. What are the alternatives coming up as mainstream news continues its descent?

The Alternatives: How Independent Journalists are Taking on MSM

The rise of digital platforms and social media has created a surge in popularity in podcasts, with millions tuning in to the nation’s top podcasts. Whether it’s news or entertainment, podcasters are becoming extremely influential, with viewers increasingly feeling deeper connections and influence from podcast hosts.

And as mainstream media grapples with declining trust and viewership, influential podcasters like Joe Rogan, Mark Dice, JP Sears, etc, have risen to prominence. These individuals have carved out significant niches within the digital landscape, capitalizing on the growing demand for content that diverges from the common MSM narratives and agendas.

• Joe Rogan: Hosting “The Joe Rogan Experience,” Rogan has cultivated a vast audience by engaging in expansive dialogues that span a multitude of topics, from the intricacies of science to the nuances of political discourse. His willingness to explore diverse viewpoints has positioned his podcast as a leading platform for open discussion.
• Mark Dice: Dice has made a name for himself by critically examining mainstream media and political narratives, often focusing on media bias and alternative viewpoints. His content, which resonates with those skeptical of conventional news sources, has garnered a significant following across social media platforms.
• Alex Jones: Alex Jones is a polarizing figure known for his provocative commentary and his explosive interviews. Jones has amassed a significant online presence both on X and his personal website, which serves as a hub for his multimedia empire, featuring articles, videos, products and podcasts where he expounds on topics ranging from government cover-ups to health supplements. Despite facing criticism and deplatforming from mainstream social media platforms, Jones continues to cultivate a dedicated audience drawn to his unapologetic stances.
• JP Sears: Merging humor with social commentary, Sears addresses complex topics with a comedic lens, attracting viewers who appreciate satire as a means to dissect serious issues. His approachable style has made complex discussions more accessible and engaging to a broader audience. You can find him both on Rumble, YouTube and his website.
• Steven Crowder: a prominent conservative commentator known for his “Change My Mind” series in which he goes to college campuses to challenge students on various topics. As the host of “Louder with Crowder,” he is known for the engages in insightful discussions and debates that resonate with his conservative audience. Crowder’s connection with conservatism runs deep, as he often champions traditional values, limited government intervention, and free market principles. You can listen to his Rumble podcast and follow him on X.