Slow Burn: Season 10, Episode 3 – "The Other Guy’s Hamburger"

Host: Josh Levine
Release Date: October 2, 2024

Introduction

In the third episode of Season 10, "The Other Guy’s Hamburger," Slow Burn delves into the pivotal rivalry between CNN and the emerging Fox News network during the late 1990s and early 2000s. Through firsthand accounts from former CNN executives Tom Johnson and Gail Evans, the episode unpacks the strategic maneuvers, cultural clashes, and significant events that shaped the American cable news landscape.

CNN's Early Dominance

Gail Evans recounts her early days at CNN, highlighting the network's ambitious vision to revolutionize American television with 24-hour news coverage. She reflects on the challenges faced during the nascent stages, emphasizing the innovative yet uncertain environment:

“At the Cable News Network, we believe that's the way it was. How do you actually have original news going on 12, 14, 18 hours a day when the most anybody had ever done before was maybe occasionally an hour?” ([00:58])

Tom Johnson adds context by describing CNN's foundational efforts to establish continuous news programming, including the creation of essential departments like booking and research. The network's commitment to live, unending news cycles was unprecedented, setting the stage for future successes and challenges.

The Emergence of Fox News

As CNN solidified its presence, the television news market remained largely untapped by competitors until Fox News entered the scene in July 1996. Gail Evans uses the metaphor of a hamburger restaurant to illustrate CNN's market dominance:

“If the people in town want hamburgers, they gotta go eat at your hamburger restaurant.” ([09:11])

However, the arrival of Fox News introduced a new, aggressive competitor that disrupted CNN's monopoly. Under the leadership of Rupert Murdoch and Roger Ailes, Fox News adopted a distinct partisan and bombastic style, diverging from CNN's traditional reporting focus.

Competitive Strategies and Cultural Clashes

The competitive tension between CNN and Fox News intensified as each network sought to dominate the cable news arena. Gail Evans criticizes Fox's approach, particularly their slogan "Fair and Balanced," suggesting a strategic jab at CNN's perceived liberal bias:

“If there was one thing that CNN always was, as much as we felt we could do it, are we being fair and balanced? When Fox came up with that as the slogan, it just always made me sick.” ([14:55])

Tom Johnson explains that both CNN and Fox News leaders were fiercely competitive, often leading to personal and professional clashes. Roger Ailes of Fox News engaged in a war of words against CNN, attempting to undermine its credibility and appeal.

Chandra Levy Coverage: A Turning Point

One of the critical moments in the CNN-Fox rivalry was the extensive coverage of the Chandra Levy case in 2001. Tom Johnson describes how CNN's 24-hour news cycle led to an overwhelming focus on the unresolved disappearance and murder of Levy:

“In the spring and summer of 2001, there wasn't much to the Chandra Levy story, but the mystery... CNN ran 22 individual segments and six full shows about Levy and had no real news to report.” ([20:05])

This intense, speculative coverage earned CNN the nickname "the Chandra News Network," signaling a shift towards more sensationalist reporting. Fox News mirrored CNN's approach, capitalizing on the story to boost their ratings despite the lack of substantive developments.

September 11, 2001: A Defining Moment

The September 11 attacks served as a monumental event that tested both CNN and Fox News. Gail Evans and Tom Johnson provide detailed accounts of how each network handled the crisis. CNN's comprehensive and rapid coverage initially drew massive viewership:

“TV news would never be more powerful than it was on September 11th. 90% of Americans kept up by watching television.” ([29:51])

Conversely, Fox News, though less experienced in handling such a large-scale event, introduced innovations like the scrolling news ticker:

“A block of text scrolling from right to left across the bottom of the screen. That’s how the Fox News crawl started.” ([33:58])

This feature provided continuous updates, a format that would become a standard in television news broadcasting.

Post-9/11 Competition and Fox News' Ascendancy

Following the attacks, Fox News capitalized on the national mood by deepening its connection with viewers through overt displays of patriotism, such as wearing American flag pins. Gail Evans contrasts this with CNN's more restrained approach:

“I was never asked to, and I never felt a need to. I was an American, and a flag pin didn't make me more of an American.” ([36:45])

Tom Johnson notes that Fox News began to attract a more dedicated and partisan audience, while CNN struggled to inspire the same level of fervor. This divergence in audience engagement strategies led to Fox News surpassing CNN in ratings and profitability by the early 2000s.

Roger Ailes' Tactics and Personal Vendettas

Roger Ailes intensified the rivalry by personally targeting CNN anchors who left Fox News, such as Paula Zahn. Gail Evans recounts the derogatory treatment Zahn received after her move to CNN:

“When she did that, that really irritated him.” ([48:03])

Ailes orchestrated mockery and humiliation, aiming to undermine CNN's credibility and foster a hostile environment. Similarly, CNN's attempts to recruit Fox News personalities like Bill O'Reilly and Rush Limbaugh were unsuccessful, leading to further frustration among CNN executives.

Conclusion: The Irreversible Rise of Fox News

By the mid-2000s, Fox News had firmly established itself as a dominant force in cable news, outpacing CNN in both ratings and viewer loyalty. Gail Evans reflects on the missed opportunities and strategic missteps that allowed Fox News to overtake CNN:

“The only chance we had was at the beginning. It's very hard to take down somebody. You just can't let them get started, man.” ([51:58])

The episode concludes by highlighting the enduring impact of Fox News' strategies on the American media landscape, setting the foundation for the partisan news environment prevalent today.

Notable Quotes with Timestamps

• Gail Evans [00:58]: “At the Cable News Network, we believe that's the way it was. How do you actually have original news going on 12, 14, 18 hours a day when the most anybody had ever done before was maybe occasionally an hour?”

• Gail Evans [14:55]: “If there was one thing that CNN always was, as much as we felt we could do it, are we being fair and balanced? When Fox came up with that as the slogan, it just always made me sick.”

• Gail Evans [36:45]: “I was never asked to, and I never felt a need to. I was an American, and a flag pin didn't make me more of an American.”

• Gail Evans [51:58]: “The only chance we had was at the beginning. It's very hard to take down somebody. You just can't let them get started, man.”

Key Insights and Conclusions

• Strategic Competition: The rivalry between CNN and Fox News was marked by distinct strategic approaches—CNN’s emphasis on comprehensive news coverage versus Fox News’ partisan, personality-driven format.

• Innovation and Adaptation: Fox News' introduction of features like the news ticker and overt patriotism resonated with viewers, fostering a loyal and engaged audience base.

• Impact of Major Events: Events such as the Gulf War, Chandra Levy case, and September 11th significantly influenced viewer habits and network strategies, accelerating Fox News' rise.

• Cultural and Ideological Clashes: The personal animosities and ideological differences between network leaders contributed to an escalating media war, shaping the polarized news environment.

• Legacy of Fox News: By leveraging strategic innovations and tapping into emerging viewer sentiments, Fox News established a lasting dominance in cable news, altering the competitive dynamics for decades to come.

"The Other Guy’s Hamburger" offers a compelling exploration of the dynamic interplay between two major cable news networks, providing valuable insights into how Fox News rose to prominence and reshaped the American media landscape.