The Business of Being Glenn Beck
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Glenn Beck’s burgeoning media empire continues to grow. Last Saturday, he held a massive, well-attended rally in Washington, D.C. The event essentially promoted (among other things) the Tea Party movement, Beck’s 9/12 project, religion, faith, civil rights, and, of course, Beck himself. 
Glenn Beck (Creative Commons)
Then, on Monday, Beck launched a right-wing news and opinion website called The Blaze.
For the controversial commentator, it’s been quite a busy—and lucrative—summer. In addition to the rally and the website, there was also a fiction book released in June, and the launch of his own higher learning institution, Beck University.
But wait: there’s more!
Next month, Beck will put out yet another book, this one in the non-fiction category. All this, of course, in addition to his daily radio and TV shows, monthly magazine, website, and speaking tours. There’s no end in sight to the products Beck can promote and sell to his loyal fans.
For Beck though, the culmination of publicity happened at the “Restoring Honor” rally on August 28th. The large-scale event was particularly significant for numerous reasons, including the fact that it took place on the same date, and at the same venue, as the Rev. Dr. Martin Luther King, Jr.’s historic “I Have A Dream” speech. This may be the best evidence yet that Beck harbors delusions of grandeur about his place in society (though Beck claimed he was unaware of the connection when the facts were first presented to him).
As befitting the ego-maniacal self-promoter, Beck vigorously promoted the event before and after it happened. The litany of claims included the following: that it would make it into American history books (we can at least be sure it will be taught at Beck University); that it would “reclaim the civil rights movement;” and that it would serve as the birthday of a new national movement that will restore this country to greatness.
This is exactly the kind of rhetoric of which Tea Parties in this country are made.
Predictably, however, the event mostly turned into a showcase for Beck to extol the virtues of… Glenn Beck. Indeed, he used the occasion to sing his own praises, associating himself with, among others, the incomparable Dr. King. Once again, Beck’s delusions of grandeur were fully evident.
Perhaps more telling is that the event preceded the release of his next book, Broke: The Plan to Restore Our Trust, Truth and Treasure, which, according to Beck’s website, will provide specific policies, principles, and steps that his followers can take to “refound” this country.
Translation: if you want to be a part of this movement—and Beck’s followers really do—then you not only must attend the rally, but you also have to buy the book that follows. It all starts to make sense in this anxiety-laced, paranoia-ridden, field-of-dreams: write it, and they will buy.
Indeed, being a Glenn Beck fan can get expensive.
Beck lures his audience in with the free content from his daily television and radio shows, and on his website. Then, he dangles the proverbial carrot from his perfectly willing and eager viewers and listeners.
Here’s an example of the product-pushing Beck: “Are you here looking for free clips and everything? There’s nothing free in life, my friend!” He exclaims at the beginning of a promotional video for the 8-28 rally posted on his website. “Well, except for the following clip brought to you by Goldline,” he says in his next breath.
From the free content you can take it to the next level by signing up for his Insider Extreme content ($74.95 for the year), subscribing to his magazine ($34.95 for a 1 year subscription), buying a Faith Hope Charity t-shirt ($25.00), attending classes at Beck University (which you can enroll in through his Insider Extreme content), and buying his books (his Amazon.com page features 17 products).
Little wonder then that Forbes Magazine estimated that Beck raked in $32 million this past year.
When it comes down to it, Beck is the master of self-promotion, even in the wake of so many unfulfilled promises. Remember the interview with former disgraced Congressman Eric Massa? Beck said prior to that interview that it would “decide the course of this nation.” Instead, it ended with Beck apologizing to his viewers for wasting an hour of their time.
No matter for Beck, though. The interview may not have changed the course of history, but it did prove to be a big ratings winner for his show. Likewise, his 8-28 rally probably won’t change history, but it will likely push sales for his next books. And in the world of the cable news talk show host, things like ratings and book sales—and the profits that go along with them—are the only things that matter.
Reach Reporter Tracy Bloom here.
Comments
I have to be honest the first time I caught his show on fox, I at first it was some kind of Saturday Night Live skit. The man sounds like a nut. I only watch now if I want a good laugh.
I'm a beck fan and I have never spent a dime on any of his products. I flow beck because the constitution is like the nations rule book but the political figures In america dems and repubs are making up their own rules. Glenn beck Is the only one calling them out! Just because I like Glenn beck doesn't mean I'm some mindless idiot who isn't capable of
making my own choices like some lost sheep!!! I just happen to agree with the guy and shame on anyone for trying to make me feel bad for following my convictions just because you don't agree with them
It is evident that you write only to your own thoughts without ever listening to a minute of his dialogue. Go ahead and write your next topic on the increased home sales in August or how the middle east is suddenly holding hands singing Kum-Bah-Yah. Afterall,you must be the expert!!
Everything you said about self promotion could be said about any politician or public figure including yourself, or even Martin Luther King Jr. This is especially true if you don't like the message. Attacking the messanger when you don't like the message is as old as history. Why not try listening to Beck's message with an open mind?
This a brilliant article. I have been doing a personal survey of people who like Beck, attempting to find out the "why". The results are disheartening. Many of these folks think he just popped up out of nowhere as the savior of the Republic. Many of his followers don't know he is a Mormon, this doesn't matter to me, but some are fundamentalists whose own denominations don't think Mormons are Christians but just love Beck because he is trying to bring people "back to Jesus". Some don't know why their honor needs restoring, but like the sound of it. Many don't know of Beck's long history of being a "shock jock". One person told me to stop spreading rumors about his being an alcoholic and drug addict, even though he writes about this in his own books, and speaks of it often. One woman told me I made up the story about his making fun of the president's daughter, although it can be heard on radio clips, and many heard it when it happened. I continue to be perplexed. Today I had lunch with a woman who had been heavily involved in the High Plains Patriots, a Teabagging group who hangs on Beck's every word. I asked her what drew her to this group. She explained to me that she knew little of politics, and had not even voted until she was in her late 40's. She married a controlling man who demanded she be a part of "the movement". She and he would hold "house parties" to promote teaparty candidates, and she really didn't know what they were talking about, but wanting to be on the good side of her new husband, attended rallies, hosted events, forwarded racially charged emails, and pretended to understand the "message" of Beck. Her husband began crying during his talks to the flock. She found this odd, but still was trying to make the marriage work. She reported that when Obama was elected this group went into overdrive. She now sees that a Black president was just more than they could take, and that these farmers and ranchers who live on subsidies don't even realize that Beck and his ilk are opposed to them. It took her grown children from a previous marriage cutting off contact with her to make her look at what she was involved in, politically and maritally. I'm happy to report that both the husband and the Teaparty are no longer a part of her life. My conclusion is sadly, just what I thought. Beck panders to the politically ignorant who want an audience. They don't even bother to research their hero, but want to be on the side of "Jesus"....you know, the white, blue eyed one with the light brown hair whose picture was in all of our Sunday School classes. I suppose Satan's pitch forked demon paitings will be replaced by a presidential image of Woodrow Wilson.
Great piece. What a despicable character this guy is.
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Everything you said about self promotion could be said about any politician or public figure including yourself, or even Martin Luther King Jr. This is especially true if you don't like the message. Attacking the messanger when you don't like the message is as old as history. Why not try listening to Beck's message with an open mind?
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