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MSNBC "Leaning Forward" To Promote Fracking

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Published on Nov 19, 2013

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With the knowledge that the day is coming when the digital side of media consumption will outpace the cable television side of the business, Cable news stations are scrambling to carve out space in the digital realm. MSNBC , for example, recently unveiled a completely redesigned website. The site is not a news sight per se, in more ways than one. It prioritizes focused user interaction over exposure to a wide range of topics- with only 10 stories on the main page at any given time. MSNBC executive editor Phil Griffin said "We are the platform for the Lean Forward, progressive community. We hope it benefits television, but it will be in and of itself its own medium." The Lean Forward Brand for cable TV was pushed on us with a series of 30 second spots wherein the MSNBC personalities would speak to us from the heart about what makes them progressive, the ultimate objective of coarse, was to increase our trust in those personalities, and in turn, what they say.


The LEAN FORWARD brand is rolling out online with General Electric and America's Natural Gas Alliance as the site launch partners. How do partnerships like these affect the content you see as news? According to an October 30 Media Post article, "GE, the first native ad partner for msnbc.com, will collaborate with MSNBC to deliver a content series that highlights how the 'Industrial Internet' and 'Brilliant Machines Innovation' are reshaping our world. America's Natural Gas Alliance will be featured in sponsored polls in the 'Speak Out' section of the site centered on natural gas facts."


Joining me today to discuss the implications of Native advertising is Steve Horn. Steve is a Madison, WI-based Research Fellow for DeSmogBlog and a freelance investigative journalist. His writing has appeared in multiple publications, including The Guardian (UK), AlterNet, The Nation, Truth-Out, CounterPunch, and many other publications.




tags
Fracking, MSNBC, Rachel Maddow, Chris Hayes, Lawrence O'Donnell, Native Ads Natural Gas, Steve Horn, Rachel Maddow Fracking, Chris Hayes Fracking, Lawrence O'Donnell Fracking, All of the above, Obama, Lean Forward, MSNBC Native Ads Fracking, Fracking, Offshore Drilling, Oil Sands, Tar Sands, 350.org,


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