Newsmax's 2025: Same Song, Different Verse?
Newsmax, the media company that carved out a niche appealing to a conservative audience, is heading into late 2025 with a familiar playbook: controversy, political commentary, and a relentless focus on its target demographic. A look at their recent press releases and on-air segments paints a picture of a company doubling down on its existing strategies, even as the media landscape continues to evolve.
The Newsmax Strategy: A Closer Look
Newsmax's participation in the RBC Capital Markets Global Technology, Internet, Media & Telecommunications Conference in November 2025 (as per their press release) signals an ongoing effort to attract investors and highlight their growth. The release notes that Newsmax reaches "more than 40 million Americans regularly." While this sounds impressive, it's crucial to unpack what "reach" actually means. Is it 40 million unique viewers, or is that figure inflated by counting the same individuals across multiple platforms (TV, app, website, magazine)? The devil, as always, is in the details. And those details are conspicuously absent from the press release. (Newsmax to Attend the RBC Capital Markets Global Technology, Internet, Media & Telecommunications Conference)
The content of Newsmax's programming remains consistent. The network continues to feature commentary that often sparks debate, if not outright outrage. Rabbi Menkin's appearance, decrying what he sees as "Hitler-era rhetoric in Palestinian drag," is a prime example. The segment, amplified across social media, is designed to resonate with a specific segment of the population—those who are highly sensitive to any perceived antisemitism.
This pattern extends to other on-air personalities. Rick Santorum's critique of Kevin Roberts' defense of Tucker Carlson's interview with Nick Fuentes (a known antisemite) reveals a schism within conservative circles. While Santorum distances himself from Fuentes' views, the very fact that this debate is happening on Newsmax underscores the network's willingness to engage with controversial figures and topics. It begs the question: is Newsmax simply providing a platform for diverse viewpoints, or is it intentionally stoking division to drive engagement?
The "Weaves" Incident: A Case Study in Divisive Rhetoric
Perhaps the most glaring example of Newsmax's provocative approach is the segment where anchor Rob Schmitt claimed SNAP recipients are using their benefits to "get their weaves" done. This statement, widely condemned as racist and classist, exemplifies the network's tendency to rely on inflammatory rhetoric. (Newsmax Host: SNAP Recipients Are Getting 'Weaves')
Schmitt's claim that the SNAP program is "woefully corrupted and exploited" is directly contradicted by experts. Julia Wolfson, an associate professor in International Health and Health Policy and Management, states that "there’s not a lot of waste, fraud, or abuse" and that "the overwhelming majority of the money is actually getting to Americans to buy food." This discrepancy—between Schmitt's assertion and Wolfson's data—highlights a recurring pattern: Newsmax often prioritizes narrative over factual accuracy. (This isn't exactly breaking news, but it's worth reiterating.)
The "hijab" comment by Greg Kelly is another example of rhetoric that seems designed to alienate viewers. Kelly questioned whether a hijab is "congruent with American culture." The statement, made in the context of discussing a Muslim politician, taps into anxieties about cultural identity and immigration. I've looked at hundreds of these transcripts, and this type of rhetoric seems to be on the rise.
So, What's the Real Story?
Newsmax isn't just reporting the news; they're crafting a narrative designed to resonate with a specific audience. The numbers might say they have reach, but the content suggests they're narrowing their focus, not broadening it.