Breitbart’s genius was that he grasped better than anyone else what the early 20th century press barons understood—that most readers don’t approach the news as a clinical exercise in absorbing facts, but experience it viscerally as an ongoing drama, with distinct story lines, heroes, and villains. Breitbart excelled at creating these narratives, an editorial approach that’s lived on. “When we do an editorial call, I don’t even bring anything I feel like is only a one-off story, even if it’d be the best story on the site,” says Alex Marlow, the site’s editor in chief. “Our whole mindset is looking for these rolling narratives.” He rattles off the most popular ones, which Breitbart News covers intensively from a posture of aggrieved persecution. “The big ones won’t surprise you,” he says. “Immigration, ISIS, race riots, and what we call ‘the collapse of traditional values.’ But I’d say Hillary Clinton is tops.”
GAI is set up more like a Hollywood movie studio than a think tank. The creative mind through which all its research flows and is disseminated belongs to a beaming young Floridian named Wynton Hall, a celebrity ghostwriter who’s penned 18 books, six of them New York Times best-sellers, including Trump’s Time to Get Tough. Hall’s job is to transform dry think-tank research into vivid, viral-ready political dramas that can be unleashed on a set schedule, like summer blockbusters. “We work very long and hard to build a narrative, storyboarding it out months in advance,” he says. “I’m big on this: We’re not going public until we have something so tantalizing that any editor at a serious publication would be an idiot to pass it up and give a competitor the scoop. ”
To this end, Hall peppers his colleagues with slogans so familiar around the office that they’re known by their abbreviations. “ABBN — always be breaking news,” he says. Another slogan is “depth beats speed.” Time-strapped reporters squeezed for copy will gratefully accept original, fact-based research because most of what they’re inundated with is garbage. “The modern economics of the newsroom don’t support big investigative reporting staffs,” says Bannon. “You wouldn’t get a Watergate, a Pentagon Papers today, because nobody can afford to let a reporter spend seven months on a story. We can. We’re working as a support function.”
Given that the CEO of Breitbart is going to be the new CEO of Donald Trump’s campaign, it seems appropriate to read and reflect on how Bannon has successfully positioned both his news organization – Breitbart – and the thinktank – GAI – such that their news and investigations pervade the media.
The core takeaway is that Bannon understands the media in a more systematic (and arguably deeper) way than Trump. The question, however, is whether that understanding be sufficient to re-invigorate Trump’s campaign amongst traditional conservatives and undecided voters.