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Media circus over O.J. has a ringmaster

The many voices announcing and denouncing Simpson’s book have something in common: They’re controlled by Rupert Murdoch.

By COLETTE BANCROFT
Published November 16, 2006

When O.J. Simpson goes on TV to plug the book his own publisher calls his confession, he won’t face a veteran journalist’s tough questions about the murders of his ex-wife and her friend in 1994.

He’ll be on Fox Broadcasting Nov. 27 and 29 talking with Judith Regan, head of ReganBooks, which is publishing If I Did It, Here’s How It Happened. Simpson reportedly is getting $3.5-million for the book.

ReganBooks is an imprint of HarperCollins Publishing, owned by Rupert Murdoch’s News Corporation, ­which also owns Fox Broadcasting.

The interview airs during a crucial “sweeps” month, when networks vie for top ratings so they can charge more for ads. Simpson will appear at 9 p.m. Nov. 27 (after Prison Break) and 9 p.m. Nov. 29 (after Bones).

And the book hits stores on Nov. 30, just in time for the busiest book-selling season.

That perfect storm of media synergy is not without crosswinds. News Corp. also owns cable news channel Fox News, whose Bill O’Reilly, a longtime Simpson critic, says he is outraged by the book and program. On The O’Reilly Factor Wednesday night, he called them “simply indefensible, and a low point in American culture.”

Geraldo Rivera leapt into the fray the same night on Fox News’ The Big Story With John Gibson, calling the book “appalling.”

“I will bash this project every minute I have the opportunity to bash this project,” he said.

O’Reilly even suggested sponsors ought to boycott the Simpson program, saying he would name and shame any of its sponsors on his own show.

“For the record,” he said, “Fox Broadcasting has nothing to do with Fox News Channel.”

Although O’Reilly may be bending over backward to emphasize the distinction in this case between the television news and entertainment arms of the many-tentacled News Corp., the Simpson book and its cozy publicity blitz are a classic example of corporate cross-promotion.

There is a difference between this and such common cross-promotions as morning news shows featuring the stars of their network’s prime time series, says Tom Rosenstiel, director of the Project for Excellence in Journalism in Washington.

'Ghoulish dare’

It’s not just the nature of the book itself, although Rosenstiel calls it “a kind of ghoulish dare.”

“The qualitative difference is you don’t have a journalist conducting the interview.”

Regan, Simpson’s publisher, has risen to power in her industry largely on the strength of her knack for attracting celebrity clients, ranging from shock jock Howard Stern and porn star Jenna Jameson to pundits Arianna Huffington and Rush Limbaugh.

Although many of the titles Regan has published have racy or lurid content, this book ups the ante. HarperCollins calls it a “bone-chilling account of the night of the murders, in which Simpson pictures himself at the center of the action.”

Criticism from the publishing industry has been swift, even before the book’s release. Sara Nelson, editor in chief of Publishers Weekly, told the Associated Press, “This is not about being heard. This is about trying to cash in, in a pathetic way, on some notoriety.”

Regan is being questioned not only for publishing the book but for appearing on the TV program with Simpson. She is also producing the show; her previous television production credits include Growing Up Gotti.

Regan does have some journalistic experience, as a reporter at the National Enquirer in the 1970s. But, Rosenstiel says, “It would probably be a mistake to call this journalism. … There could be little pretense that this is anything but publicity.”

Rosenstiel offers a bravo, though, for O’Reilly: “He has every right and deserves credit for condemning something his parent company is doing that he objects to.”

Perfect synthesis

Robert Thompson, director of the Center for the Study of Popular Television at Syracuse University, says he isn’t surprised at O’Reilly and Rivera nipping the hand that signs their paychecks.

“My theory has always been that Fox News and Fox Broadcasting are the perfect synthesis. The one produces all this outrageous programming that the pundits on the other can complain about.”

This, he says, is an “egregiously exploitative” example. Yet it’s not surprising that Simpson’s re-emergence is attracting so much attention. But will that translate into ratings and book sales?

“We spent a lot of time, as a culture, on this crime and this trial. It raised a lot of important questions.”
But, he says, the college students he has talked to about the case recently don’t care.

“They were what, 7 when it happened? You might as well tell them someone is going to reveal the Lindbergh baby kidnapper.”

Ratings for programs like this one can be unpredictable, but many viewers are likely to be intrigued despite their disgust, Thompson says.

“I have some stinky cheese in my refrigerator. It smells really bad, but people keep eating it.”

Colette Bancroft can be reached at bancroft@sptimes.com or (727) 893-8435.

[Last modified November 16, 2006, 22:01:00]