Andrew Ross Sorkin, Joe Kernen and Becky Quick spoke with Ben Smith of Semafor about the importance of their CNBC show, “Squawk Box,” in attracting an affluent audience for parent Versant.
Smith writes, “‘The North Star is trying to reach the important and influential people at the intersection of business and policy,’ said Squawk Box’s Andrew Ross Sorkin.
“The shows’ prominence reflects their unusual status in the declining medium of linear television: As audiences have moved to digital platforms — and often away from live feeds — morning television has, broadly, lost political and cultural relevance. Big news breaks more rarely than ever on TV, though Fox News still plays a central role on the right, and broadcast Sunday morning political talk shows are hanging on. CNN, in particular, has struggled to develop either influence or scale across its programming.
“The two Versant shows, however, continue to be watched by CEOs and political leaders, as any guest will find when they check their text messages as soon as they’re off the air.
“‘These people are the busiest people on the planet. Their days stretch 18-20 hours, and once they get going in their day, they’re gone. They’re not going to see anything that’s on TV, but they all are up in those early hours, and they’re watching and they’re paying attention,’ said Quick. Squawk Box boasts the most affluent audience in cable, while Morning Joe is the most-watched cable morning show in Washington, DC, according to Nielsen.”
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