Legacy news outlets like NPR, The New York Times, PBS, and The Washington Post have struggled to secure interviews with Kamala Harris and Donald Trump during the general election campaign. In contrast, both candidates have sought out appearances on popular podcasts and niche platforms to reach specific audiences.
The shift towards podcasts and targeted media has sidelined traditional giants of journalism during this truncated campaign. Candidates are taking advantage of the ability of podcasts to help them connect with a specific demographic of voters. While there are exceptions with mainstream media appearances, this trend has raised concerns among journalists about the importance of long, probing interviews and challenging candidates’ ideas.
The decline in the reach of traditional media outlets, like television networks and newspapers, has forced candidates to find new ways to connect with voters. Podcasts, with their ability for precise audience targeting, have become a key tool in reaching niche demographics. Candidates like Harris and Trump have utilized podcasts to reach groups like women and young men that may not be traditional news consumers.
While some believe traditional media outlets are still essential in campaign coverage, others argue that candidates’ efforts to bypass mainstream media may not be effective in the long run. The changing media landscape and the impact of niche platforms on political campaigns will be an interesting case study for the future.
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