The all-you-can-eat Trump buffet is gone. But have we learned to stay away?
of total unique visitors between June 2020 and June 2021, and the Washington Post
has seen a similar 27 percent drop in uniques over the same period. Nearly every online news leaderboard has, whether they have paywalls or not: CNN.com, uniques down 20 percent; the Atlantic down almost 52 percent; Business Insider down 31 percent; POLITICO down 44 percent. Outlets sometimes dispute the precision of external counts such as ComScore’s, but no one argues the downward trend isn’t real. There’s been no C-suite purge, however, because the mass defection of millions of eyeballs doesn’t equal a business crisis. That’s because the bulging ratings collected by cable news were a Donald Trump-related anomaly, helping to move advertising. The entire industry anticipated the decline whenever Trump left office.
The causes behind the “great media crash” are self-evident. Last year was a campaign year, which always causes news consumption to spike. It was also the last year — barring his reelection in 2024 — ofDonald Trump. Trump was a one-man perpetual news machine, forever feeding reporters high-calorie, low-nutrition tidbits and serving dumpsters of coverable commotion, some of which was forgotten the day after it was reported.
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