Salem Media: Lay Off 95% And Replace Them With AI Bots
In yesterday's post, and in this one last month, I demonstrated how easy it is to get an AI bot to generate prose that would otherwise be written by a human writing to formula like Victor Davis Hanson or Robert Reich. In my thinking, I've routinely taken this farther: there should be no reason for any paper to pay a weather reporter to write chirpy, cliche-ridden predictions of the day's weather. Just set up a bot to print that out (blue skies this morning, but take an umbrella!) at the time of day needed, and you've saved a high five-figure salary right there.
But this brings me to Salem Media, until recently characterized as a "conservative media powerhouse", except that its financial performance has been poor, it's been unloading important properties like Regnery Publishing, and last April, Donald Trump Jr and Lara made a big investment with the idea of bringing them back:
Today, Salem announces a historic, multi-dimensional deal that not only adds two of the most influential voices in American media, Donald Trump Jr. and Lara Trump, but launches the company into an entirely new era of scale, relevance, and cultural power.
This strategic transformation cements Salem’s emergence as the upcoming platform for conservative content across broadcast, podcasting, digital, and on-demand streaming, a full-spectrum media ecosystem built for today’s America.
In the chart at the top of this post, you can see just how much of a boost this has been to Salem Media's shares. And in nearly a year since that announcement, I've seen absolutely no change in the part of their business that involves conservative opinion sites and news aggregators. Chrome AI mode lists these:- Townhall.com – Conservative news and blog.
- HotAir.com – Political analysis and breaking news.
- RedState.com – Conservative community blog.
- Twitchy.com – Social media news aggregator.
- PJMedia.com – Subscription-based commentary site.
- Instapundit.com - gut bacteria and alternate history
During Thursday's cabinet meeting, Donald Trump mentioned that he'd spoken with his little Venezuelan pawn, "acting President" Delcy Rodríguez, and that the call had gone well.
The odd thing here is that PJ Media is supposed to be conservative, if not pro-Trump, but calling Delcy Rodriguez his "little Venezuelan pawn" is something you'd expect to hear from a far-left writer, and it goes against what appears to be an informed consensus view that Trump is leaving Maduro's second-in-command in place because, first, she's competent at running the country's oil business to US benefit, and second, nobody's sure any other replacement wouldn't be sorse than Maduro himself, which is what happened when Gaddafi was replaced in Libya.Ms Anderson sweeps that all away in favor of snark. AI would do a better job, at least in my view, but regardless of that, Salem Media was a sinking ship when Don Jr and Lara bought in, but so far, there's been no identifiable change in their half-dozen opinion and aggregator sites. To try to get some handle on the business model, I asked Chrome AI mode, "What is a typical organization chart for a conservative opinion blog like RedState.com?" Since none of these blogs has a masthead, I've got to trust AI as much as anything. It replied,
Conservative opinion blogs like RedState.com typically follow a traditional hierarchical structure common in digital media, but with specific roles adapted for political commentary and community engagement.
Parent Company Leadership: RedState is owned by Salem Media Group, a major conservative media company. Corporate oversight includes a General Manager (often shared with sister sites like Townhall.com) who handles high-level strategy and budget.
Editor-in-Chief: The primary strategic and editorial voice (e.g., formerly Erick Erickson).
Managing Editor: Oversees day-to-day operations and directs the editorial team.
Assistant Managing Editor: Supports the Managing Editor in content coordination.
Senior Editors/Editors: Manage specific content areas and review contributor pieces.
Staff Writers: Full-time or regular employees producing daily news and opinion.
Senior Contributors/Contributing Editors: Experienced writers who provide regular, often high-profile, commentary.
Contract Contributors: The majority of bloggers are typically contract employees, often paid based on the web traffic their posts generate.
Brand Manager: Oversees the site's public identity and marketing.
Sales & Advertising: Manages the site's revenue through ad placements and sponsorships.
I asked, "How are writers for Salem Media sites like RedState and PJ Media paid?" It answered,
Salaried Editorial Roles: Permanent staff often hold editorial positions with yearly salaries.
Managing Editor: Approximately $75,305 per year.
Web Editor: Approximately $65,361 per year.
Assistant Editor: Approximately $50,042 per year.
VIP/Subscription Content: Salem Media sites use a "VIP" subscription model for uncensored or exclusive content. While the company charges readers for this access, specific revenue-sharing details between the platform and individual writers for these subscriptions are typically kept in private contracts.
Salem Media's broader compensation culture for its sales-oriented roles often includes commissions and bonuses, though this is primarily directed at its media strategists rather than editorial staff.
However, many of these people at Salem Media are amateurs, no matter how many media jobs may appear on their CVs. For instance, both RedState and PJ Media have a headline system that includes six stories under "Trending" and another three under "Editors' Choice". But don't the editors actually also choose the stories under "Trending"? So why is there a separate category for "Editors' Choice"? And why do the same titles so frequently appear in both categories?Beyond that, a typical headline at RedState today under "Editors' Choice" is Morning Minute: The One Reason I Might Actually Watch the Super Bowl. This is the sort of thing Salem editors love, bloviating about themselves -- except that today, if you were actually interested in why Susie Moore might watch the Super Bowl, she doesn't tell us. She just gives a rundown of the day's top stories -- but wasn't that what we were supposed to get in "Trending"?
In other words, Susie Moore is a ditz, an amateur, but it sounds as though she's earning something in the high five figures for coming to work confused every morning, and Don Jr and Lara haven't yet tipped wise to this. The best I can surmise is that Salem Media has half a dozen different opinion and aggregator sites, none of them well run, none focused on any particular market segment, but each costing enormous amounts in full-time editors, writers, webmasters, hosting, and so forth. The Trumps need to take a good look at all those web sites and either close them or force the editors to work for a living.
For instance, they need to tell Glenn Reynolds to stop posting about gut bacteria, drop the pitches for indie science fiction writers, and focus on real commentary, or close the blog. He's been coasting for 20 years. They need to fire Susie Moore and her clones at the other blogs, and if they don't close the blogs entirely, they should replace them with AI bots. The bots wouldn't necessarily be better, but they'd be no worse, and they'd cost a lot less.
But really, how much have Don Jr and Lara lost over the past year in their Salem Media bailout? I'm astonished.



