2003 Year in Review

O'Reilly Reality: The Huckster Factor III

According to his interview on ABCNews.com, Bill O'Reilly wants to be known for being fair. He asserts this theme again on NPR’s Talk of the Nation (07/30/02): "The code of ethics is to tell the truth as you know it and not to distort anything or exclude anything. That's basically the big tent under which we operate..."

Yet, those who watch The Factor on a regular basis know O’Reilly isn’t above stooping to show biz techniques to attract and keep his audience. For example, a typical O’Reilly lead-in to a story might resemble the following:

You’ll never guess what’s going on in the (Black, gay, Jewish, Hispanic, corporate, rap, etc.) communities/boardrooms. What does it mean for you? You’ll be surprised! We’ll get the real story from our guest (Al Sharpton, Lis Wiehl, Alphonse D’Amato, Oliver North, Neil Cavuto, etc.) Don’t go away – we’ll be right back…

The viewer waits patiently through several minutes of commercials only to find that Bill has a six to seven minute chat with his guest about some inconsequential story or point – junk journalism to fill the hour.

The O’Reilly enterprise uses this same type of junk journalism to draw in members to its web site. In fact, the site could be used as a primer for a junior high school ‘propaganda’ techniques class. It promises a lot – but only for its premium membership. And premium membership comes at a hefty premium - $4.95 per month or (save big) $49.95 per year. What do we get for our money? As a premium member, we have access to the following restricted areas: Exclusive Webcasts, Radio Highlights, Ask Bill, Bill’s Articles, Action Arena, Bill’s Book Club, and a Feedback Zone.

If we hesitate, we are assured that BillOReilly.com members enjoy a whole host of exclusive benefits. As a member, we’ll be invited "behind the scenes" with Bill and his team. As BillOReilly.com grows, [our] "backstage pass" to BillOReilly.com will allow [us] exclusive access to: • Bill's weekly newspaper column BEFORE it appears in newspapers • Exclusive Internet Webcasts directly from Bill and his guests • Streaming Audio highlights from the Radio Factor radio show • Members Only e-Newsletters with exclusive updates from the No Spin Zone • Bill's Book Club • Members Only Feedback Zone • "Behind the Scenes" Photos • Members Only Contests, Promotions, and Events with Bill

Then comes the come-on of all come-ons

....PLUS much, much more!

We are assured that as premium members we will receive preferred access to offer [our] feedback and suggestions to Bill and his team in the production of new O’Reilly books, radio shows, and web site content.

Our enthusiasm is tempered, however, when we read the FAQ (Frequently Asked Questions) to discover Bill has no shortage of topics and news stories to be covered on his programs. Additionally, he has a staff working full time to bring the latest and most interesting stories to his audience. In any case, Bill's sharp journalistic instincts and interest in delivering complete and fair coverage of current events to his audience prevail.

We should not expect, therefore, to have any significant input regarding O’Reilly entertainment. In addition, we should note any ideas or sentiments we may express in the Feedback Zone become the intellectual property of billoreilly.com to use in whatever manner the producers wish.

The most egregious affront O’Reilly dishes to his faithful followers is the prices he asks for his books, signature, and shipping. We can purchase his books at retail - $24.95 for The No Spin Zone and $23.00 for The O’Reilly Factor, plus a hefty $6.99 total for shipping. Amazon.com offers the same versions for $17.47 and $16.10, respectively. Amazon.com’s highest shipping fee is $3.00. If we don’t mind reading a used copy, we can get either book as low as $3.25 at Amazon.com. Mall bookstores such as Borders and Davis-Kidd sell copies at discounts as well.

If we want to get closer to our “humble correspondent,” we can get our books signed. In his interview on ABCnews.com, O’Reilly stated about The No-Spin Zone book …I always tell everybody if you buy the book, the least I can do is sign it for you.

What he fails to say, however, is “sign it for you” for an extra five dollars. If we are foolish enough to pay the additional fee, then we receive a copy of the book with O’Reilly’s signature on a bookplate, not a personally signed copy touched by the spinmeister. Forget the image of Bill O’Reilly surrounded by a mountain of books, feverishly inscribing each one for his faithful patrons. Picture rather Bill O’Reilly with a sheet of twenty or so autograph plates, the peel and press sort, signing his name to each in a matter of seconds, one after the other, five dollars per slash, laying it aside and beginning with a new sheet. This is something he can do on the plane to a speaking engagement, or during commercial breaks of his television and radio programs. Consider the time and effort, do the math - easy money from his base constituency.

We want a little message to accompany O’Reilly’s signature? No problem. Five dollars, please. A personal message of fifteen words or less will be printed on the bookplate before Bill signs it. An office assistant keyboards our message, sends it to the ink-jet or laser printer along with others where they are printed to sheets of bookplates. Bill then fits these in with his usual signature sessions.

In all of this, there is none of the personal touch that many people think they are getting when they purchase The O’Reilly Factor or The No Spin Zone, book. They get “touched” for sure; Bill gets an extra ten dollars – minus assistant fees – for a scrawled signature. The value of the book is not increased one iota.

Bill seems uncertain if he is a “humble correspondent” whose views should be taken seriously as a journalist, or whether he is an entertainer, an emcee who hosts a political talk show. At the present, he has the best of both worlds. Many people take his pompous and impertinent Talking Points to heart, and his Factor is the highest rated prime time cable news program.

In any case, Bill O’Reilly is in the business for the money, as much money as he can wheedle from Fox News and huckster from his faithful viewers who think he has their best interests in mind as he aggressively siphons their hard-earned dollars.

Will success spoil Bill O’Reilly? It already has. The man has no shame. No spin, really.

by William Driver, Guest Columnist
March 4, 2003