NewsNation is expanding its borders.
The Nexstar-backed cable news station has quietly launched a series of new podcasts, but President of Specials and Programming Michael Cohn said the move is just the beginning of its foray into the format, which he believes will help NewsNation reach audiences looking for authoritative, nonpartisan conversations on a variety of topics.
“This is amazing new ground,” the executive said in a recent interview. “There’s so many opportunities there, so many viewers, and it’s a perfect complement to what we’re doing on TV.”
New podcasts include “NewsNation’s Unreported with Meagan Medick,” which explores unconventional topics like AI, the paranormal, and ghost hunters. New episodes are released every Wednesday. “Prove It with Batia!” is hosted by Batia Unger Sargon, who anchors the 7pm show on NewsNation on Saturday nights. Her hour-long show focuses on political and cultural discussions and allows viewers to interact live with the host. The show will be streamed live Monday through Thursday.
Jesse Weber, NewsNation’s 11pm anchor, hosts “Hot Take with Jesse Weber,” which streams every Tuesday and Thursday on YouTube. The show explores hot topics through an entertainment lens. “The Scoop with Paula Froelich” is a weekly entertainment podcast hosted by the former New York Post gossip columnist.
These new programs join those already debuting, including “Reality Check with Ross Coulthard,” “Bradley on the Border with Ali Bradley,” “Missing with Marni Hughes,” and “Truth of the Matter.” The company considered “Reality Check” a success, noting that it ranked 57th on YouTube’s list of most popular podcasts from May 11 to May 17.
By adding new podcasts, NewsNation hopes to reach a broader audience than those who watch cable news. NewsNation’s linear ratings have increased since it opened in 2020 from the facility formerly known as WGN America, but are still relatively small compared to rivals like Fox News and MS NOW. But Cohn said podcast audiences are younger than the typical cable news audience and are interested in depth, nuance and long-form discussions.
“A lot of audiences seem to really want deeper understanding and deeper explanations,” he says.
As traditional news providers look for ways to connect with modern audiences, NewsNation is digging into the podcast format. Majid, one of the sector’s most durable media consultancies, advised clients to start providing viewers with more context, depth and emotional security, rather than relying on breaking news and dozens of star anchors and correspondents. The group’s advice is that rather than trying to reach as many people as possible, the focus should be on keeping the viewers you already have watching for longer periods of time.
Many of the nation’s largest news organizations are developing more podcasts. This is evidence of the growing popularity of this format and the relatively low production costs required for it. Rather than hiring dozens of new staff to lead these facilities, media companies are looking to find areas of expertise that their current employees already have mastered. For example, on CNN, Anderson Cooper leads a podcast dedicated to grief. Grief is something he has explored for many years, including with his own family.
“The idea is to pay a little bit of attention to knowing what our viewers are craving right now and where our talent is uniquely positioned to provide real insight,” Cohn says.
This executive also found himself in new territory. Cohn spent many years at ABC News, overseeing popular programs such as “Good Morning America” and “World News Tonight.” Video podcasts are “totally different,” he says. Big TV shows are “very structured and designed for relaxing viewing. People develop habits and loyalty over the years,” he says. “You can vote right away with your index finger on YouTube. Do you want to watch this or not?”
There are still ways to link programming to NewsNation, executives say. “Our DNA and mission are transparency, accuracy, and trust,” Cohn said. “It’s very important to us that we be seen as the least partisan and the most fair and honest about who we are.”
Cohn says podcasts can be used in a variety of ways, including incorporating them into a linear schedule. NewsNation has already built a new digital studio in Chicago that can be used to promote podcasts, and Cohn expects more titles to come. “The period between a show starting and a new show is not that long,” he says. “It takes weeks to months to launch a new show on YouTube.”
(Photo, top: NewsNation executive Michael Cohn)
