MS NOW Wants to Turn Its Viewers Into a Fandom

The cable news network's president, Rebecca Kutler, wants to leverage its massive online and TV audience to create a fan community. First up: letting you chat with Rachel Maddow. Even if you're a casual consumer of MS NOW, formerly MSNBC, you know the names: anchors like Chris Hayes, Stephanie Ruhl, and yes, the one and only Rachel Maddow. The network has built a stable of talent who've amassed a massive number of casual viewers, plenty of fans and more than a few obsessives. Now, the network's president, Rebecca Kutler, is looking to build that entire audience into something more akin to a fandom--turning casual viewers and fanatics alike, whether on TV or online, into paying members of an MS NOW media universe. To do it, she's launching an ambitious subscription program, called Membership, designed to connect MS NOW consumers much more directly to the Hayeses and Maddows of the world. Sure, plenty of news providers now offer subscriptions, WIRED included (and by the way, you can subscribe here). But what struck me about Kutler and Co.'s efforts was both their methodical approach--they surveyed 18,000 people before landing on a final offering--and their resolute focus on MS NOW's deep bench of talent as the locus of their paid program.