MS NOW Executives Reflect on Election Success and Future Growth

One year after rebranding from MSNBC, MS NOW executives are assessing the brand's rapid transformation and its performance during the recent midterm elections. The spinoff from NBCUniversal required the creation of an entirely new newsroom, a Washington D.C. bureau, and a digital operation from scratch. Leadership at the Versant-backed network believes this independent structure allowed them to approach the historic election cycle with a distinct sense of authenticity and passion that differed from their former parent company.

Scott Matthews, senior VP of newsgathering, described the past year as a stress test for the new organization. He noted that every move made since the launch was aimed at preparing for the midterms, which served as a critical benchmark. Matthews stated that the newsroom systems and hired personnel proved effective, with no major or minor issues arising during the high-pressure coverage. He viewed the experience as validation that the foundational build is on the right track.

Digital leadership also highlighted significant growth in their online capabilities. Madeleine Haeringer, senior VP of digital, pointed out that a year ago the brand lacked essential tools such as dedicated election landing pages, results pages, and polling sections. By election night, the team had implemented these features and achieved a record number of contributors to their live blog. Matthews added a humorous note on the scale of expansion, recalling that the team had fewer than 18 reporters a year ago, whereas they had 18 people live on air during a single night of the recent election.

Sudeep Reddy, the Washington D.C. bureau chief, emphasized the clarity of focus that comes with being a startup. He explained that while the initial spinoff was met with skepticism, it allowed the team to build intentionally rather than relying on legacy habits. Reddy argued that the move was beneficial for MSNBC because it leveraged an existing influential platform and substantial revenue to support new growth, unlike typical media startups that must build an audience from zero.

The network's investment in diverse platforms has yielded strong results. Haeringer reported that the midterms brought the biggest day ever on the network's YouTube channel, with three out of the five largest days occurring in the week leading up to the election. This surge was driven by original reporting and newsgathering operations that supercharged engagement on their already robust digital presence, which includes a highly trafficked website and a significant audio library.

A key cultural shift has been the enthusiasm of on-air talent for innovation. Marcus Mabry, senior VP of content strategy, observed that anchors and reporters are eager to try new formats, such as newsletters and podcasts, which is uncommon in the industry. He cited examples of prominent hosts proactively suggesting new projects, noting that this willingness to step outside traditional television roles is a major asset for the new business model.

The organization is also placing a high value on community interaction. Mabry explained that research indicated a desire among members for greater intimacy and direct connection with journalists. In response, the network has launched live Q and A sessions and in-person events, such as a members lounge in D.C. and a fan fest in Dallas. Executives noted that talent, including hosts and White House reporters, actively participates in these events, often extending beyond scheduled times to engage with the audience.

Looking ahead to the 2028 election cycle, leadership plans to refine their collaborative processes. Matthews stated that while the team is already highly cooperative, they aim to better integrate resources across different platforms. He emphasized the need to think holistically about how newsgathering can deploy its field reporters to feed content to the most effective channels, ensuring that the audience receives the best possible experience from the network's growing operations.