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How Breitbart Is Crushing Mainstream Media on Facebook – VICE

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Soon after President Donald Trump was inaugurated in 2017, Breitbart appeared to be on the ropes.

BuzzFeed exposed its star writer’s ties to white nationalists. The site embarrassingly attacked accusers of alleged pedophile and failed Alabama Senate candidate Roy Moore. Onetime Trump adviser Steve Bannon stepped down after daring to question the president. Seemingly plummeting traffic numbers fueled a narrative of decline.

But Breitbart still had Facebook. And its influence on the platform, which will be key in Trump’s reelection campaign, has been massive during the impeachment fight.

Breitbart has drawn more likes, comments, and shares than CNN’s main page in each of the past three months, according to the analytics firm CrowdTangle. Users have interacted with Breitbart’s posts 20 percent more often than CNN’s primary account over that period, despite having just one-eighth the following.

“We’ve been dominating in our neck of the woods,” Breitbart Editor Alex Marlow told VICE News.

“We’ve been dominating in our neck of the woods.”

It means more reach for Breitbart’s ideas, more fuel for Breitbart’s business, and more eyeballs for Facebook’s $55 billion targeted advertising machine. The upshot is that an “overwhelmingly pro-Trump” outlet — Marlow’s words — is gobbling up an outsized portion of Americans’ mindshare as local media atrophies and more national outlets move behind paywalls.

Engagements, a rough gauge of user attention, are a key metric for Facebook. The CrowdTangle data suggest Breitbart has aptly gamed that incentive structure, offering a snapshot of how the platform shapes the broader ecosystem for news. A spokesperson for Facebook declined to comment on the dynamic.

With just 4 million followers, Breitbart’s page racked up more likes, comments, and shares since Sept. 1 (57.8 million) than The New York Times, Washington Post, Wall Street Journal, and USA Today combined (42.6 million). It outpaced each of the broadcast news networks, MSNBC, and CNN. CNN Spokesman Matt Dornic rejected the comparison in a statement to VICE News.

“By comparing the engagement metrics of Breitbart to those of actual news outlets, you’re insinuating they produce journalism. And that’s a mistake,” Dornic said. “Breitbart produces outrage and propaganda, which will obviously evoke more passion and emotion than news and information.”

Fox News has pulled similar levers on Facebook to get an even more engagement, juicing its immensely profitable TV news business. “I know Fox News has this massive state of the art newsroom where they’re pulling in feeds from all over the country from their local affiliates,” Marlow said. “We don’t have any of that…We’re hanging with them.”

Emotion is currency on Facebook, which serves users more posts from pages the more they engage with them. But comments are particularly valuable to News Feed rankings, a spokesperson said, and Fox News and Breitbart have both prioritized them.

Brietbart’s top three Facebook posts in November were all open discussion threads with banal questions. “SHOULD REP. ADAM SCHIFF RESIGN AND BE INVESTIGATED?” one Nov. 15 post screamed. The next day, the page asked, “DO YOU STILL SUPPORT PRESIDENT DONALD TRUMP AFTER THIS WEEK’S IMPEACHMENT HEARING?” It posed nearly the exact same inquiry four days later. Cue hundreds of thousands of likes, comments, and shares.

Breitbart gets a disproportionate slice of its engagement on these static images — memes — most of which don’t link back to Breitbart’s site. “It’s a bigger win if they’re going straight to the website,” Marlow said. “But we do look at it as a more holistic approach for developing the brand.”

Most media businesses need that referral traffic to drive advertising or subscription revenue. But it’s unclear whether Breitbart, which has been the target of rolling ad boycotts in response to incendiary content about immigrants and others, has the same profit motives as most media businesses. Marlow claimed he doesn’t know whether his site is in the black.

The GOP megadonor Mercer family reportedly funded Breitbart to the tune of $10 million in previous years, though their relationship with the site now is hazy. Robert Mercer said he would distance himself after Milo Yiannopoulos was exposed rubbing shoulders with neo-Nazis in 2017. A spokeswoman declined to comment on any ownership changes since that year, when it disclosed shared control by the Mercers, CEO Larry Solov, and Susie Breitbart, Andrew Breitbart’s widow.

Through it all, cratering audience numbers seemed to suggest Breitbart’s moment as the house organ of Trumpism was over. The analytics firm comScore reported that traffic to the site shrunk from nearly 23 million unique visitors in November 2016 to 5.2 million in October 2019.

But measuring media influence is notoriously difficult, and the SEC charged comScore with fraud for inflating its own numbers this year. The Amazon-owned Alexa service still ranks Breitbart as the 68th most highly trafficked website in America, larger than NBC News and The Wall Street Journal. Marlow said that it still draws about 20 million readers to its site a month, in addition to its audience on social media and SiriusXM radio.

Facebook, which has said it wants to support quality reporting and content that brings communities together, has been a big part of that reach. The company also drew widespread condemnation in October when it said it would include Breitbart as an unpaid partner in a forthcoming tab for quality news.

Facebook CEO Mark Zuckerberg essentially defended the move as a diversity hire. “I think you want to have content that represents different perspectives, but is doing so in a way that complies with the standards that we have for this,” he said.

It was an odd look given that, even aside from the scandals, much of Breitbart’s work comprises rapid-fire blogs with tabloidized headlines that gravitate toward owning the libs or stanning for the president. “The dream politician in the Breitbart world is Trump on the campaign trail in 2016,” Marlow said.

Despite the evidence showing Facebook’s deference to that worldview, Marlow argued that Big Tech is still biased against the right in its content moderation. He pointed to a Harvard study that highlighted Breitbart’s key role in making 2016 all about immigration, claiming without much in the way of evidence that Facebook tweaked its algorithm to down-rank conservative media as a result.

“There’s obviously some manipulation,” he said of the tech platforms where his site has massive clout. “I think it’s crystal clear.”

Cover image: A man holds an iPad showing the Breitbart website on November 10, 2017. (Photo by Jaap Arriens/Sipa USA)(Sipa via AP Images)

This article originally appeared on VICE US.

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Trump could cash out his DJT stock within weeks. Here’s what happens if he sells

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Former President Donald Trump is on the brink of a significant financial decision that could have far-reaching implications for both his personal wealth and the future of his fledgling social media company, Trump Media & Technology Group (TMTG). As the lockup period on his shares in TMTG, which owns Truth Social, nears its end, Trump could soon be free to sell his substantial stake in the company. However, the potential payday, which makes up a large portion of his net worth, comes with considerable risks for Trump and his supporters.

Trump’s stake in TMTG comprises nearly 59% of the company, amounting to 114,750,000 shares. As of now, this holding is valued at approximately $2.6 billion. These shares are currently under a lockup agreement, a common feature of initial public offerings (IPOs), designed to prevent company insiders from immediately selling their shares and potentially destabilizing the stock. The lockup, which began after TMTG’s merger with a special purpose acquisition company (SPAC), is set to expire on September 25, though it could end earlier if certain conditions are met.

Should Trump decide to sell his shares after the lockup expires, the market could respond in unpredictable ways. The sale of a substantial number of shares by a major stakeholder like Trump could flood the market, potentially driving down the stock price. Daniel Bradley, a finance professor at the University of South Florida, suggests that the market might react negatively to such a large sale, particularly if there aren’t enough buyers to absorb the supply. This could lead to a sharp decline in the stock’s value, impacting both Trump’s personal wealth and the company’s market standing.

Moreover, Trump’s involvement in Truth Social has been a key driver of investor interest. The platform, marketed as a free speech alternative to mainstream social media, has attracted a loyal user base largely due to Trump’s presence. If Trump were to sell his stake, it might signal a lack of confidence in the company, potentially shaking investor confidence and further depressing the stock price.

Trump’s decision is also influenced by his ongoing legal battles, which have already cost him over $100 million in legal fees. Selling his shares could provide a significant financial boost, helping him cover these mounting expenses. However, this move could also have political ramifications, especially as he continues his bid for the Republican nomination in the 2024 presidential race.

Trump Media’s success is closely tied to Trump’s political fortunes. The company’s stock has shown volatility in response to developments in the presidential race, with Trump’s chances of winning having a direct impact on the stock’s value. If Trump sells his stake, it could be interpreted as a lack of confidence in his own political future, potentially undermining both his campaign and the company’s prospects.

Truth Social, the flagship product of TMTG, has faced challenges in generating traffic and advertising revenue, especially compared to established social media giants like X (formerly Twitter) and Facebook. Despite this, the company’s valuation has remained high, fueled by investor speculation on Trump’s political future. If Trump remains in the race and manages to secure the presidency, the value of his shares could increase. Conversely, any missteps on the campaign trail could have the opposite effect, further destabilizing the stock.

As the lockup period comes to an end, Trump faces a critical decision that could shape the future of both his personal finances and Truth Social. Whether he chooses to hold onto his shares or cash out, the outcome will likely have significant consequences for the company, its investors, and Trump’s political aspirations.

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Arizona man accused of social media threats to Trump is arrested

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Cochise County, AZ — Law enforcement officials in Arizona have apprehended Ronald Lee Syvrud, a 66-year-old resident of Cochise County, after a manhunt was launched following alleged death threats he made against former President Donald Trump. The threats reportedly surfaced in social media posts over the past two weeks, as Trump visited the US-Mexico border in Cochise County on Thursday.

Syvrud, who hails from Benson, Arizona, located about 50 miles southeast of Tucson, was captured by the Cochise County Sheriff’s Office on Thursday afternoon. The Sheriff’s Office confirmed his arrest, stating, “This subject has been taken into custody without incident.”

In addition to the alleged threats against Trump, Syvrud is wanted for multiple offences, including failure to register as a sex offender. He also faces several warrants in both Wisconsin and Arizona, including charges for driving under the influence and a felony hit-and-run.

The timing of the arrest coincided with Trump’s visit to Cochise County, where he toured the US-Mexico border. During his visit, Trump addressed the ongoing border issues and criticized his political rival, Democratic presidential nominee Kamala Harris, for what he described as lax immigration policies. When asked by reporters about the ongoing manhunt for Syvrud, Trump responded, “No, I have not heard that, but I am not that surprised and the reason is because I want to do things that are very bad for the bad guys.”

This incident marks the latest in a series of threats against political figures during the current election cycle. Just earlier this month, a 66-year-old Virginia man was arrested on suspicion of making death threats against Vice President Kamala Harris and other public officials.

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Trump Media & Technology Group Faces Declining Stock Amid Financial Struggles and Increased Competition

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Trump Media & Technology Group’s stock has taken a significant hit, dropping more than 11% this week following a disappointing earnings report and the return of former U.S. President Donald Trump to the rival social media platform X, formerly known as Twitter. This decline is part of a broader downward trend for the parent company of Truth Social, with the stock plummeting nearly 43% since mid-July. Despite the sharp decline, some investors remain unfazed, expressing continued optimism for the company’s financial future or standing by their investment as a show of political support for Trump.

One such investor, Todd Schlanger, an interior designer from West Palm Beach, explained his commitment to the stock, stating, “I’m a Republican, so I supported him. When I found out about the stock, I got involved because I support the company and believe in free speech.” Schlanger, who owns around 1,000 shares, is a regular user of Truth Social and is excited about the company’s future, particularly its plans to expand its streaming services. He believes Truth Social has the potential to be as strong as Facebook or X, despite the stock’s recent struggles.

However, Truth Social’s stock performance is deeply tied to Trump’s political influence and the company’s ability to generate sustainable revenue, which has proven challenging. An earnings report released last Friday showed the company lost over $16 million in the three-month period ending in June. Revenue dropped by 30%, down to approximately $836,000 compared to $1.2 million during the same period last year.

In response to the earnings report, Truth Social CEO Devin Nunes emphasized the company’s strong cash position, highlighting $344 million in cash reserves and no debt. He also reiterated the company’s commitment to free speech, stating, “From the beginning, it was our intention to make Truth Social an impenetrable beachhead of free speech, and by taking extraordinary steps to minimize our reliance on Big Tech, that is exactly what we are doing.”

Despite these assurances, investors reacted negatively to the quarterly report, leading to a steep drop in stock price. The situation was further complicated by Trump’s return to X, where he posted for the first time in a year. Trump’s exclusivity agreement with Trump Media & Technology Group mandates that he posts personal content first on Truth Social. However, he is allowed to make politically related posts on other social media platforms, which he did earlier this week, potentially drawing users away from Truth Social.

For investors like Teri Lynn Roberson, who purchased shares near the company’s peak after it went public in March, the decline in stock value has been disheartening. However, Roberson remains unbothered by the poor performance, saying her investment was more about supporting Trump than making money. “I’m way at a loss, but I am OK with that. I am just watching it for fun,” Roberson said, adding that she sees Trump’s return to X as a positive move that could expand his reach beyond Truth Social’s “echo chamber.”

The stock’s performance holds significant financial implications for Trump himself, as he owns a 65% stake in Trump Media & Technology Group. According to Fortune, this stake represents a substantial portion of his net worth, which could be vulnerable if the company continues to struggle financially.

Analysts have described Truth Social as a “meme stock,” similar to companies like GameStop and AMC that saw their stock prices driven by ideological investments rather than business fundamentals. Tyler Richey, an analyst at Sevens Report Research, noted that the stock has ebbed and flowed based on sentiment toward Trump. He pointed out that the recent decline coincided with the rise of U.S. Vice President Kamala Harris as the Democratic presidential nominee, which may have dampened perceptions of Trump’s 2024 election prospects.

Jay Ritter, a finance professor at the University of Florida, offered a grim long-term outlook for Truth Social, suggesting that the stock would likely remain volatile, but with an overall downward trend. “What’s lacking for the true believer in the company story is, ‘OK, where is the business strategy that will be generating revenue?'” Ritter said, highlighting the company’s struggle to produce a sustainable business model.

Still, for some investors, like Michael Rogers, a masonry company owner in North Carolina, their support for Trump Media & Technology Group is unwavering. Rogers, who owns over 10,000 shares, said he invested in the company both as a show of support for Trump and because of his belief in the company’s financial future. Despite concerns about the company’s revenue challenges, Rogers expressed confidence in the business, stating, “I’m in it for the long haul.”

Not all investors are as confident. Mitchell Standley, who made a significant return on his investment earlier this year by capitalizing on the hype surrounding Trump Media’s planned merger with Digital World Acquisition Corporation, has since moved on. “It was basically just a pump and dump,” Standley told ABC News. “I knew that once they merged, all of his supporters were going to dump a bunch of money into it and buy it up.” Now, Standley is staying away from the company, citing the lack of business fundamentals as the reason for his exit.

Truth Social’s future remains uncertain as it continues to struggle with financial losses and faces stiff competition from established social media platforms. While its user base and investor sentiment are bolstered by Trump’s political following, the company’s long-term viability will depend on its ability to create a sustainable revenue stream and maintain relevance in a crowded digital landscape.

As the company seeks to stabilize, the question remains whether its appeal to Trump’s supporters can translate into financial success or whether it will remain a volatile stock driven more by ideology than business fundamentals.

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