Newsmax, Once a Right-Wing Also-Ran, Is Rising, and Trump Approves
Flanked by aides in the Oval Office on Wednesday, President Trump dialed up a friend in the news media with a message: Keep up the good work.
“He said that it’s just incredible, the ratings you’re getting, and everyone’s talking about it,” recalled Christopher Ruddy, the owner of Newsmax, a niche conservative cable network that has yet to declare a winner in the 2020 presidential election.
Based in Boca Raton, Fla., the network features lo-fi production values and off-brand personalities like Sean Spicer and Diamond and Silk. Even finding it can be a chore: It appears on Channel 1115 in some major markets. But since Election Day, Newsmax has become a growing power in a conservative media sphere that has been scrambled by President-elect Joseph R. Biden Jr.’s victory and Mr. Trump’s refusal to concede.
Hundreds of thousands of new viewers have tuned into Newsmax programs that embrace the president’s debunked claims of voter fraud and insist that Mr. Trump can keep the White House. Until recently, the network’s top shows attracted a paltry 58,000 viewers. On Thursday night, the network drew its biggest audience ever, notching 1.1 million viewers at 7 p.m.
The out-of-nowhere rise has come as Fox News — the No. 1 network in TV news and long the destination of choice for many Trump partisans — has experienced a rare dip in dominance. Ratings for the Rupert Murdoch-owned network have dropped since election night, when its early projection that Mr. Biden had won Arizona infuriated Mr. Trump and his allies.
“The great @FoxNews daytime ratings CRASH will only get worse!” the president tweeted on Friday.
“CRASH” is overstating things: Fox News remains the most-watched cable news network in prime-time, averaging about 3.5 million viewers the week after the election. But the shift underscores a volatility among conservative audiences as Mr. Trump denies the reality of his defeat.
While Fox News is home to Trump cheerleaders like Sean Hannity, it also runs a decision desk and a daytime news operation that have declared Mr. Biden the president-elect. That is something many Trump fans do not want to hear, and Newsmax, which frequently reminds viewers it has not projected a winner, is rushing to provide an alternative.
“This whole idea of a president-elect, it is a media fabrication,” Greg Kelly, the 7 p.m. Newsmax host, told viewers last week. “This is not done. This thing could turn.” On Thursday, Mr. Kelly recorded his best numbers yet, pulling 1.1 million viewers for his hour.
Mr. Kelly, a former Fox News correspondent and a son of the former New York City police commissioner, Raymond W. Kelly, said in an interview that his belief in Mr. Trump’s chances is genuine. “I really believe he’s going to prevail,” he said. “It’s a sense I have. Can I articulate perfectly why I thought he was going to win? No. But I’ll say the media has been wrong about him so many times.”
In fact, Mr. Biden won a decisive victory. Newsmax’s founder, Mr. Ruddy, contends that he is merely staying open-minded. “My view is that it’s an uphill battle for the president to change the vote, but he should be given the right to have a recount,” he said in an interview.
Newsmax is an unusual tribune for baseless accusations of voter fraud.
Mr. Ruddy is a longtime confidant of Mr. Trump and a member of his Mar-a-Lago Club in Palm Beach. But he calls himself a “Reagan conservative,” belongs to no political party and is a friend of Bill Clinton — despite having built his career in part as a New York Post reporter who cast doubt on the investigation into the death of a Clinton aide, Vincent Foster. Mr. Ruddy later contributed large sums to the Clinton Foundation and has a photograph of himself with the former president on his wall.
The 12th of 14 children, Mr. Ruddy grew up on Long Island and attended the London School of Economics before founding Newsmax in 1998 as a conservative website. The TV network followed in 2014, originally positioned as a centrist alternative to Fox News.
These days, Newsmax is a cozy clubhouse for Trump allies who speak emphatically about a purported second term and have taken shots at Fox News. Mr. Kelly expressed his contempt on his Thursday episode after playing a clip of a Fox News White House correspondent, Kristin Fisher, calling claims by the Trump legal team “light on facts.”
“The nerve they have, the arrogance,” Mr. Kelly said.
Newsmax says it is available in more than 70 million households, but on many cable systems it is listed alongside obscure channels like Newsy, Cheddar and United Nations TV. (Newsmax is still more prominent than One America News, another network that Mr. Trump has promoted.) Mr. Kelly recently thanked viewers for their “deliberate effort” in finding the network.
Its Manhattan studio is bare-bones — Mr. Ruddy called his cable operation “fledgling” and suggested it did not yet turn a profit — and its visuals are more public access than prime-time, lacking the splashy graphics of better-financed rivals. Some of its guests have been shunned by other networks, like Mark Halperin, a political journalist accused of sexual misconduct. (Mr. Kelly was the subject of a sexual assault claim in 2012; prosecutors declined to file charges.)
Then, there are the technical snafus. Wednesday’s episode of “Greg Kelly Reports” opened with a blank screen. After 12 seconds, the host appeared, midsentence in a monologue.
None of this has stopped Mr. Kelly from now drawing an audience about four times larger than CNBC’s Shepard Smith, a former Fox News anchor whose heavily promoted new program airs against it at 7 p.m.
Fox News, which benefited enormously from Mr. Trump’s rise, easily beats Newsmax in overall viewership. But since the network called the race for Mr. Biden, Trump supporters have chanted “Fox News sucks!” at demonstrations in Arizona and Washington, and its ratings have fallen well below pre-election levels.
Much of the drop has come during daytime hours, when its news anchors acknowledge Mr. Biden’s victory. But several Fox News opinion shows have seen a dip, too: Earlier this month, for the first time in 19 years, “Fox & Friends” drew a smaller weekly audience than MSNBC’s “Morning Joe.”
The loss of viewers has set off alarm bells inside Fox News, said several people with ties to the network who spoke on the condition of anonymity to avoid straining relationships. A new slogan promoting its pro-Trump opinion hosts — “Standing Up For What’s Right” — is now in heavy rotation.
“There’s a ton of discontent with Fox News in conservative circles,” said Nicole Hemmer, a Columbia University scholar who studies right-wing media.
The tensions have spilled into Fox News programming. On “The Five,” Geraldo Rivera attacked a pro-Trump colleague, Jesse Watters, for endorsing baseless claims about a stolen election. In prime time, Tucker Carlson cast doubt on the claims of Sidney Powell, a Trump lawyer, saying she had failed to produce evidence of election fraud. But in the next hour, Mr. Hannity invited another Trump lawyer, Rudolph W. Giuliani, to share his baseless claims with viewers.
Fox News declined to comment. But the network remains a ratings goliath: This summer, its prime-time audience was not merely the largest on cable, but the largest across all of television. And many in the TV industry expect the network to thrive once Mr. Biden takes office, capitalizing on the same conservative “resistance” viewership that fueled its success during the Obama years.
Even if Newsmax is more willing to indulge the outlandish prospect that Mr. Trump can serve a second term, Mr. Ruddy said that Newsmax would not become, in his words, “Trumpmax.”
“I don’t see him becoming a partner in the company,” he said, adding that he doubted that Mr. Trump “would want to tether himself to one news organization.” A Trump-hosted talk show, he added, would be “terrific,” but he has not made a formal approach.
“He’s confident he has a good shot at winning, and I think he’s focused on that,” Mr. Ruddy said. “I wouldn’t want him to lose his focus.”