Editing MSNBC (section)

===2008–2015===
[[File:MSNBC logo (2008-2015).svg|thumb|MSNBC logo used from 2009 to 2015.]]
{{Main|History of MSNBC: 2008–2015}}
From mid-2007 to mid-2008, MSNBC enjoyed a large increase in its [[Nielsen ratings]].<ref name="Kurtz">{{Cite news |last=Kurtz |first=Howard |author-link=Howard Kurtz |date=May 28, 2008 |title=MSNBC, Leaning Left And Getting Flak From Both Sides |newspaper=[[The Washington Post]] |url=https://www.washingtonpost.com/wp-dyn/content/article/2008/05/27/AR2008052703047_pf.html |url-status=live |access-date=August 28, 2008 |archive-url=https://web.archive.org/web/20120409055532/http://www.washingtonpost.com/wp-dyn/content/article/2008/05/27/AR2008052703047_pf.html |archive-date=April 9, 2012}}</ref> Primetime viewings increased by 61 percent.<ref name=Kurtz/> In May 2008, NBC News president [[Steve Capus]] said, "It used to be people didn't have to worry about MSNBC because it was an also-ran cable channel.... That's not the case anymore."<ref name=Kurtz/> [[Tim Russert]]'s sudden death in June 2008 removed the person whom ''[[The Wall Street Journal]]'' called the "[[rudder]] for the network" and led to a period of transition.<ref name="live">{{Cite news |last=Dana |first=Rebecca |date=August 28, 2008 |title=MSNBC Anchors' Fights Go Live |work=[[The Wall Street Journal]] |url=https://www.wsj.com/articles/SB121989105850778775 |archive-url=https://web.archive.org/web/20170809172637/https://www.wsj.com/articles/SB121989105850778775 |archive-date=August 9, 2017}}</ref>

During the [[2008 United States presidential election|2008 presidential election]], MSNBC's coverage was anchored by Olbermann, [[Chris Matthews]], and [[David Gregory (journalist)|David Gregory]]. They were widely viewed as the face of the channel's political coverage.<ref name=live/> During the first three months of the presidential campaign, MSNBC's ratings grew by 158 percent.<ref name="cbsnews.com"/> Olbermann and Matthews, however, were criticized for expressing left-leaning opinions on the channel. Both were later removed from their anchor positions.<ref name="nytimes.com"/> Audience viewership during the 2008 presidential campaign more than doubled from the [[2004 United States presidential election|2004 presidential election]], and the channel topped CNN in ratings for the first time during the last three months of the campaign in the key 25–54 age demographic.<ref>{{cite news | url=https://www.nytimes.com/2008/11/15/arts/television/15netw.html | work=[[The New York Times]] | title=Election's Over, So What's Next for the Cable News Channels? | first=Bill | last=Carter | date=November 15, 2008 | access-date=May 13, 2010 | archive-date=April 10, 2009 | archive-url=https://web.archive.org/web/20090410220140/http://www.nytimes.com/2008/11/15/arts/television/15netw.html | url-status=live }}</ref><ref name="nytimes.com"/>

In September 2008, the channel hired political analyst and [[Air America Radio]] personality [[Rachel Maddow]] to host a new political opinion program called ''[[The Rachel Maddow Show]]''. The move to create a new program for the channel was widely seen as a well-calculated ratings move, where beforehand, MSNBC lagged behind in coveted primetime ratings.<ref name="cbsnews.com">{{Cite news |last=Friedman |first=Jon |date=November 24, 2008 |title=At MSNBC, The 'M' Is For (Rachel) Maddow |publisher=[[CBS News]] |url=https://www.cbsnews.com/news/at-msnbc-the-m-is-for-rachel-maddow/ |url-status=live |access-date=March 26, 2010 |archive-url=https://web.archive.org/web/20101114233507/http://www.cbsnews.com/stories/2008/11/24/business/marketwatch/main4628803.shtml |archive-date=November 14, 2010}}</ref> The show regularly outperformed CNN's ''[[Larry King Live]]'', and made the channel competitive in the program's time slot for the first time in over a decade.<ref>{{Cite news |last=Baird |first=Julia |author-link=Julia Baird (journalist) |date=November 21, 2008 |title=When Left is Right |work=[[The Daily Beast]] |url=http://www.thedailybeast.com/newsweek/2008/11/21/when-left-is-right.html |access-date=March 26, 2010 |archive-url=https://web.archive.org/web/20121003003638/http://www.thedailybeast.com/newsweek/2008/11/21/when-left-is-right.html |archive-date=October 3, 2012}}</ref><ref>{{Cite news |last=Calderone |first=Michael |date=March 31, 2009 |title=For first time, MSNBC tops CNN in primetime |work=[[Politico]] |url=http://www.politico.com/blogs/michaelcalderone/0309/For_first_time_MSNBC_tops_CNN_in_primetime_.html |access-date=March 26, 2010 |archive-url=https://web.archive.org/web/20101224003840/http://www.politico.com/blogs/michaelcalderone/0309/For_first_time_MSNBC_tops_CNN_in_primetime_.html |archive-date=December 24, 2010}}</ref>

In the first quarter of 2010, MSNBC beat CNN in primetime and overall ratings, marking the first time doing so since 2001.<ref name="tvbythenumbers.com">{{Cite news |last=Gorman |first=Bill |date=March 30, 2010 |title=MSNBC Beats CNN in 1Q 2010 In Primetime; And In Total Day Among Adults In March, First Time Since 2001 |work=[[TV by the Numbers]] |url=http://tvbythenumbers.zap2it.com/2010/03/30/msnbc-beats-cnn-in-1q-2010-in-primetime-and-in-total-day-among-adults-in-march-first-time-since-2001/46635 |url-status=dead |access-date=March 31, 2010 |archive-url=https://web.archive.org/web/20101118013129/http://tvbythenumbers.zap2it.com/2010/03/30/msnbc-beats-cnn-in-1q-2010-in-primetime-and-in-total-day-among-adults-in-march-first-time-since-2001/46635 |archive-date=November 18, 2010}}</ref> The channel also beat CNN in total adult viewers in March, marking the seventh out of the past eight months that MSNBC achieved that result.<ref name="tvbythenumbers.com" /> In addition, the programs ''[[Morning Joe]]'', ''[[The Ed Show]]'', ''[[Hardball with Chris Matthews]]'', ''[[Countdown with Keith Olbermann]]'', and ''The Rachel Maddow Show'' finished ahead of their time slot competitors at CNN.<ref name="tvbythenumbers.com" /><ref name="led by rachel">{{cite news | url=https://www.nytimes.com/2017/06/05/business/media/msnbc-rachel-maddow-andrew-lack-ratings.html | title=Led by Rachel Maddow, MSNBC Surges to Unfamiliar Spot: No. 1 in Prime Time | last=Grynbaum | first=Michael M. | date=June 5, 2017 | work=[[The New York Times]] | access-date=June 14, 2017 | issn=0362-4331 | archive-date=June 9, 2017 | archive-url=https://web.archive.org/web/20170609231335/https://www.nytimes.com/2017/06/05/business/media/msnbc-rachel-maddow-andrew-lack-ratings.html | url-status=live }}</ref>

In the third quarter of 2010, MSNBC continued its solid lead over CNN, beating the network in total day for the first time since the second quarter of 2001 in the key adult demographic.<ref name="ReferenceA">{{Cite news |last=Bill |first=Gorman |date=September 28, 2010 |title=MSNBC Beats CNN In Total Day In 3Q Among A25-54, First Time Since 2Q 2001 |work=[[TV by the Numbers]] |url=http://tvbythenumbers.zap2it.com/2010/09/28/msnbc-beats-cnn-in-total-day-in-3q-among-a25-54-first-time-since-2q-2001/65585/ |url-status=dead |access-date=September 10, 2011 |archive-url=https://web.archive.org/web/20110909052954/http://tvbythenumbers.zap2it.com/2010/09/28/msnbc-beats-cnn-in-total-day-in-3q-among-a25-54-first-time-since-2q-2001/65585 |archive-date=September 9, 2011}}</ref> The network also beat CNN for the fourth consecutive quarter, among both primetime and total viewers, as well as becoming the only cable news network to have its key adult demographic viewership grow over the last quarter, increasing by 4 percent. During this time, MSNBC also became the number-one cable news network in primetime among both African American and Hispanic viewers.<ref name="ReferenceA" />

On October 11, 2010, MSNBC unveiled a new televised advertising campaign and slogan called "Lean Forward". "We've taken on CNN and we beat them," MSNBC president Phil Griffin told employees at a series of celebratory "town hall" meetings. "Now it's time to take on Fox." Concerning the campaign, Griffin said, "It is active, it is positive, it is about making tomorrow better than today, a discussion about politics and the actions and passions of our time."<ref name="mediabistro.com">{{Cite news |last=Weprin |first=Alex |date=October 10, 2010 |title=Phil Griffin: 'Lean Forward' Campaign 'Is Going to Define Us As MSNBC' |work=[[TVNewser]] |url=http://www.mediabistro.com/tvnewser/lean-forward-campaign-phil-griffi_b33894 |url-status=dead |access-date=October 13, 2010 |archive-url=https://web.archive.org/web/20101015033328/http://www.mediabistro.com/tvnewser/lean-forward-campaign-phil-griffi_b33894 |archive-date=October 15, 2010}}</ref> The new campaign embraces the network's politically progressive identity.<ref name="timesofindia.indiatimes.com">{{Cite news |last1=<!--Staff Writer--> |date=October 5, 2010 |title=Msnbc to 'lean forward' in two-year brand campaign |publisher=[[NBC News]] |url=https://www.nbcnews.com/id/wbna39507182 |access-date=October 13, 2010 |url-status=live|archive-url=https://web.archive.org/web/20130722142533/https://www.nbcnews.com/id/39507182/ns/business-media_biz |archive-date=July 22, 2013}}</ref> The two-year advertising campaign would cost $2&nbsp;million and consist of internet, television, and print advertising.<ref name="mediabistro.com" /> The new positioning has created brand image issues for msnbc.com, the umbrella website for the television network. A ''[[New York Times]]'' article quotes Charlie Tillinghast, president of msnbc.com, a separate company, as saying, "Both strategies are fine, but naming them the same thing is brand insanity."<ref name="may change name">{{cite news |last1=Stelter |first1=Brian |author-link1=Brian Stelter |date=October 6, 2010 |title=MSNBC on the Web May Change Its Name |url=https://www.nytimes.com/2010/10/07/business/media/07msnbc.html |url-status=live |archive-url=https://web.archive.org/web/20170226122901/http://www.nytimes.com/2010/10/07/business/media/07msnbc.html |archive-date=February 26, 2017 |access-date=February 22, 2017 |work=[[The New York Times]]}}</ref> As a result, msnbc.com eventually changed its name to prevent confusion with the television network, MSNBC;<ref name="may change name"/> it rebranded the more news-driven msnbc.com as [[NBCNews.com]] in July 2012.<ref name="msnbctonbcnews">{{Cite magazine |last1=Morabito |first1=Andrea |last2=Winslow  |first2=George |date=July 16, 2012 |title=NBC News Takes Back MSNBC.com From Microsoft |url=http://www.broadcastingcable.com/article/487235-NBC_News_Takes_Back_MSNBC_com_From_Microsoft.php |url-status=dead |magazine=[[Broadcasting & Cable]] |archive-url=https://web.archive.org/web/20121107095858/http://www.broadcastingcable.com/article/487235-NBC_News_Takes_Back_MSNBC_com_From_Microsoft.php |archive-date=November 7, 2012 |access-date=July 17, 2012}}</ref>

On January 21, 2011, Olbermann announced his departure from MSNBC and the episode would be the final episode of ''Countdown''.<ref name="EndCountdown">{{Cite news |last1=Schwartz |first1=Carly |last2=Mirkinson |first2=Jack |date=January 21, 2011 |title=Keith Olbermann And MSNBC Announce They Are Parting Ways |work=[[HuffPost]] |url=https://www.huffpost.com/entry/keith-olbermann-countdown-over_n_812506 |url-status=live |archive-url=https://web.archive.org/web/20220510043044/https://www.huffpost.com/entry/keith-olbermann-countdown-over_n_812506 |archive-date=May 10, 2022}}</ref><ref name="FinalCountdown">{{Cite news |last=Bauder |first=David |date=January 21, 2011 |title=Keith Olbermann leaving MSNBC, ends 'Countdown' |publisher=[[Yahoo! News]] |agency=[[Associated Press]] |url=https://news.yahoo.com/s/ap/20110122/ap_on_en_ot/us_tv_olbermann_9 |url-status=dead |archive-url=https://web.archive.org/web/20110125133632/http://news.yahoo.com/s/ap/20110122/ap_on_en_ot/us_tv_olbermann_9 |archive-date=January 25, 2011}}</ref> His departure received much media attention.<ref>{{Cite news |last=Carter |first=Bill |date=January 21, 2011 |title=Olbermann Leaves 'Countdown' on MSNBC |work=[[The New York Times]] |url=https://archive.nytimes.com/mediadecoder.blogs.nytimes.com/2011/01/21/olbermann-hosts-last-countdown-on-msnbc/?hp |url-status=live |access-date=September 26, 2022 |archive-url=https://web.archive.org/web/20220926231425/https://archive.nytimes.com/mediadecoder.blogs.nytimes.com/2011/01/21/olbermann-hosts-last-countdown-on-msnbc/?hp |archive-date=September 26, 2022}}</ref><ref>{{Cite news |last=Grinberg |first=Emanuella |date=January 21, 2011 |title=Keith Olbermann, MSNBC part ways |publisher=[[CNN]] |url=http://news.blogs.cnn.com/2011/01/21/keith-olbermann-leaving-msnbc/ |url-status=dead |archive-url=https://web.archive.org/web/20110124225300/http://news.blogs.cnn.com/2011/01/21/keith-olbermann-leaving-msnbc/ |archive-date=January 24, 2011}}</ref><ref>{{Cite news |last=<!--Staff writer--> |date=January 21, 2011 |title=Olbermann Announces Departure from MSNBC |publisher=[[Fox News]] |agency=[[Associated Press]] |url=https://www.foxnews.com/entertainment/olbermann-announces-departure-from-msnbc/ |url-status=live |access-date=January 21, 2012 |archive-url=https://web.archive.org/web/20120307081926/http://www.foxnews.com/entertainment/2011/01/21/olbermann-announces-leave-msnbc/ |archive-date=March 7, 2012}}</ref> MSNBC issued a statement that it had ended its contract with Olbermann, with no further explanation. Olbermann later revealed that he had taken his show to [[Current TV]].<ref>{{cite news | url=http://mediadecoder.blogs.nytimes.com/2011/02/07/olbermann-said-to-be-going-to-current-tv/?partner=rss&emc=rss | work=[[The New York Times]] | first1=Bill | last1=Carter | first2=Brian | last2=Stelter |author-link2=Brian Stelter | title=Olbermann Said to Be Going to Current TV | date=February 7, 2011 | access-date=February 16, 2011 | archive-date=February 11, 2011 | archive-url=https://web.archive.org/web/20110211104507/http://mediadecoder.blogs.nytimes.com/2011/02/07/olbermann-said-to-be-going-to-current-tv/?partner=rss&emc=rss | url-status=live }}</ref>

NBCUniversal News Group was created on July 19, 2012, under chairwoman Pat Fili-Krushel. It has been the news division of NBCUniversal. It is composed of the [[NBC News]], [[CNBC]] and MSNBC units.<ref>{{cite news |last1=Lieberman |first1=David |date=July 19, 2012 |title=Pat Fili-Krushel To Oversee NBCUniversal News Group |work=Deadline |url=https://deadline.com/2012/07/pat-fili-krushel-to-oversee-nbcuniversal-news-group-303547/ |access-date=July 23, 2012}}</ref>

During 2014, MSNBC's total ratings in the 25–54 demographic declined 20 percent, falling to third place behind CNN. Nevertheless, MSNBC retained its lead among the Hispanic and African-American demographics.<ref>{{Cite news |last=Kissell |first=Rick |date=December 31, 2014 |title=Fox News Dominates Cable News Ratings In 2014; MSNBC Tumbles |work=[[Variety (magazine)|Variety]] |agency=[[Reuters]] |url=https://www.huffpost.com/entry/fox-news-cable-news-ratings_n_6398220 |url-status=live |archive-url=https://web.archive.org/web/20190414170650/https://www.huffpost.com/entry/fox-news-cable-news-ratings_n_6398220 |archive-date=April 14, 2019 }}</ref>