Viewers had begun turning away. Beck’s 5 p.m. ET show averaged 2.7 million viewers during the first three months of 2010, and was at just under 2 million for the same period this year, the Nielsen Co. said. His decline was sharper among younger viewers sought by advertisers.
Increasingly, the show began to be dominated by Beck standing in front of a chalk board giving his theories about the world’s troubles.
However, Beck has built a powerful brand for himself through a daily radio show, best-selling books and personal appearances. Mercury Radio Arts is expanding and a key Fox executive, Joel Cheatwood, is joining the company later this month.
Beck’s company created and operates a news and opinion website, TheBlaze.com. For $9.95 a month, he offers fans access to “Insider Extreme,” a website that beams documentaries, Beck personal appearances and a video simulcast of Beck’s daily radio show, with an extra hour featuring Beck cohorts.
Beck said ratings for his television show were not an issue, noting that “we have buried the competition in every sense.”
“I have learned more in the last two years than I have learned in any two-year period in my life, maybe any 10-year period in my life,” he said.
“We like each other,” he said in a dual interview with Beck. “We’re not drawing pictures of each other on the walls, having staff fights and stealing each other’s food out of the refrigerator or any of that stuff.”
Fox is owned by News Corp.
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