Those who actually watched and paid attention would have known this days or weeks before I did, but this morning I received an e-mail announcing the demise of PJTV, the video arm of the PJ Media internet site. The reason I didn’t pay attention is because if I’ve watched PJTV a half-dozen times, that would have been accidental – not to say that it was or wasn’t quality work, but I’m the type of person who would rather read the State of the Union speech than waste an hour watching it. Movies and television really don’t interest me all that much, although I’m fine with watching a ballgame on the tube. And thanks to the power of the internet, the PJTV contributors will still be getting their message out on their own.
Still, I have a soft spot for PJ Media (which used to be Pajamas Media) because, once upon a time, I was a contributor to their site. (I was their Maryland state correspondent for the 2010 election, since we were considered a possible swing state with a key gubernatorial election, and also contributed a handful of articles like this one in the months afterward. They paid very well for the latter.)
But the site has changed since I was last contributed there. While it was once primarily political, in recent years it’s gone to a more general-interest site where increasing emphasis is placed on non-electoral areas like parenting, faith, and lifestyle. (It still features one of my favorite writers, Victor Davis Hanson, though.) Presumably the more or less modest amount of advertising they have on the PJMedia site (which has improved itself graphically over the years, evolving to a relatively clean design that reminds me of the of the homepage I have with the Microsoft Edge internet browser I use) is enough to pay their bills.
On the other hand, the PJTV side was a little confusing because it was a mix of free and subscriber content. Obviously the subscription base wasn’t enough to justify the continued expense, as a Daily Beast story by Lloyd Grove (which references the ubiquitous unnamed “former employees and outside observers”) claims:
Several former employees and outside observers described the two enterprises as money-losing ventures whose advertising revenue and online traffic—8.3 million unique visitors in the first quarter of 2016 for PJMedia.com, according to a Google analytics tracking figure provided by a PJ Media spokesperson—were hampered because much of PJ TV’s content was behind a paywall and available only to subscribers. (The spokesperson declined to specify the number of subscribers, explaining that the information is proprietary).
8.3 million unique visitors in a quarter translates out to about 92,000 a day. Even being generous and saying 10% were PJTV subscribers, that’s only 9,200 daily viewers and you have a hard time getting advertisers with that audience.
And having written recently about Erick Erickson’s struggles to get The Resurgent off the ground (which doesn’t feature its own video channel and may have to scrap its subscriber-based model, much to my disappointment) it’s becoming clear that the political audience is becoming so fragmented and fatigued that they are just tuning out. This particular cycle has become less about issues and more about celebrity, and it’s very hard to compete with that with political commentary even if it is on the humorous side.
Naturally the creation and demise of enterprises on the internet is nothing new, and survival is tough – I have outwitted, outplayed, and outlasted probably thousands of political sites over the years, but at some future time the end will come to this one as well. There are a number of websites and ideas that I have been a part of, such as Red County, Conservative Weekly, and American Certified, which failed to last. All of them reached a point where the time and effort placed into keeping up the website as opposed to other, more productive pursuits outweighed the satisfaction (or revenue) one got from creating the content. I decided early on this would not be all political because if it had been it wouldn’t have made it two years, and even on my site I have started and stopped various features when they became too much of a burden. For example, spending three hours transcribing a phone interview every week because the software to do it wasn’t affordable to me led to the demise of Ten Questions.
When I was much younger, half a lifetime ago, MTV was blamed for shortening the attention span of youth to a point where their education was suffering. Johnny couldn’t read because he was not interested in a 50-minute English class. Perhaps the same is happening to long-form entertainment such as a TV network, such that PJTV was.
But the real issue is that we are spoiled: the internet is more or less free, although you pay a provider to place you there. What I think PJTV has become the latest to find is why should people pay for content when they can get comparable entertainment for nothing? I don’t have that answer because, if I did, this wouldn’t be an enterprise which probably pays me millage per hour to create. (Is this an appropriate moment to remind people I have a “donate” button?)
With the absolute mass of content now available thanks to the World Wide Web, there really is no such thing as “must-see TV” anymore. PJTV won’t be the last to learn that lesson.