Hey, Joe… Where you goin’ with that cup of Starbucks in your hand?
All that Starbucks... maybe it explains why Joe's so cranky all the time... (nah, it's probably Olbermann). (MSNBC)
I’m going down to cash a big check…
NBC Universal, home to NBC, the fourth place, anything-for-cash network that readily gave up five hours of scripted programming a week to save money, and home to Bravo, the cable network that will soon turn its most popular reality shows into expertly produced infomercials by peppering them with Bravo-branded products viewers can purchase online and in stores, has once again upped the ante in creative revenue paradigm shifts:
This week, MSNBC’s “Morning Joe” started ordering up a grande, double-shot of sellout (no foam) by introducing Starbucks as a named sponsor of the show, becoming the first news program in decades to get openly and overtly chummy with an advertiser. Now, every morning, as the right-leaning opinion and chat show hosted by Joe Scarborough and Mika Brzezinski breezes through its O’Reilly-lite formula of tut-tutting liberals and admonishing Democrats, a voiceover reminds the audience that “Morning Joe” is “brewed by Starbucks.” A new graphic slate incorporates the Starbucks logo into the show’s title.
In case you’re wondering — or planning to make a counter-offer — Joe Scarborough’s soul is worth an unofficial $10 million (or, roughly, 2,900,000 cappuccinos).
What’s refreshing and eye-opening about the deal is MSNBC’s cheery admission that this has nothing to do with synergy or audience research or even access to a good shot of java — it was just looking for a payday, clear and plain as that:
Referring to the [on-air] penchant for Starbucks by Mr. Scarborough and the co-host Mika Brzezinski, the president of MSNBC, Phil Griffin, joked, “We’ve been doing this for free for a couple of years.” (Starbucks Is Now the Official Joe on ‘Morning Joe’ – NYTimes.com)
So, while critics can decry MSNBC as a home for soft liberals and socialists who hate America, at least one corner of the cable news network is standing up for clear-eyed capitalism — and a damn fine cuppa coffee.
Watch the synergy in action…
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Hey Matthew, I’m thinking a news segment in which Mika talks to teens about dating called “Another Little Pizza My Heart.” Got any ideas on product placement?
As a former NBC’er with lots of friends who still work there may I just say THIS IS EMBARRASSING. But its no more embarrassing than the New York Times (no less!) carrying advertisements on the bottom of their front page.
Oh, what’s happened to independent journalism? What happens if Morning Joe has to cover a story about Starbucks cheating their employees out of pension funds or some such? What happens if the NYT’s finds out about a juicy scandal brewing at the offices of one of their front page sponsors?
The answer to what’s happened to journalism these days, of course, is that its THE ECONOMY STUPID.
~ heavy sigh ~ DD
Diane,
In response to another comment. See in context »Independent journalism.? Today the president is controlling the media and what stories are covered.!I have never seen a President treated like this.!Even Hillary would have been raked over the coals.! When he ran for Pres anyone who said he was muslim was villified by him.! Today hes now Muslim.? I wish the media would do their job call him out when he needs to be. Lou Dobbs is good as is Fox.! Shuster and Olberman aren’t just not being truthful but hateful. I used to watch MSNBC,Dan Abrams but today the station has changed.! The late Tim Russert wouldnt have stood for this. Not sure why Brokaw who helped build the network doesnt speak up.!
Renee
Matthew,
I don’t think I am going to like the future of advertising. Product-placement is just sort of…sleazy, especially with news shows. I suppose it won’t be long until Charlie Gibson pops a Viagra toward the end of ABC World News with Charles Gibson. It kind of ruins the integrity of anything news related.
I don’t like it.
Sandy