NEW YORK — MAGA-leaning media has mostly existed outside the comfort zone of mainstream communicators, with hyper-partisan outlets like Newsmax and podcasters like Joe Rogan often viewed as antithetical to the industry’s push against misinformation.

Now, more than 100 days into Trump’s return to the White House — with more than three years still ahead — communicators are coming to grips with the new reality: they can’t afford to ignore media platforms that helped put him there.

“Whether or not you agree with their politics, they have a voice in our government right now,” said Bill Burton, founder of Bryson Gillette and a veteran of the Obama White House. “If you want to advance your cause, being smart about doing it makes sense.”

According to Nielsen, Newsmax viewership surged 50% in the first quarter of 2025, reaching 33.6 million total viewers — including 8 million who didn’t tune in to Fox News at all. Over the past five years, the network has grown by more than 1,000% in primetime viewership.

In addition, a recent Global Strategy Group report found that many Americans now consume news passively through podcasts, independent creators, and social platforms — many of which lean right. Joe Rogan’s Donald Trump interview alone drew 45 million viewers on YouTube.

2024’s swing voters were especially likely to consume news through non-traditional formats, the report said. GSG also noted that Trump ultimately won voters who were less politically engaged and more reliant on non-traditional news sources, and that Democrats “must find a way” to speak to audiences that don’t share their base’s trust in the media and institutions.

For communicators — particularly those in public affairs, healthcare, and policy — the need to reach audiences across the political spectrum is overriding hesitations. “There are a lot of people we’re talking to now who we didn’t need to talk to before,” Burton said.

Dianne Mikeska, partner, strategic planning at Avoq, said communicators have no real option but to take these channels seriously. “The presidential election results suggest we should take MAGA-oriented outlets more seriously. They have the ear of policymakers,” she said. “If you try to avoid the MAGA key sources, you will likely miss out on this audience.”

Avoq’s own research backs that up. The agency’s newly released Policy Insiders’ Media Habits study found X is the top source of news for MAGA-aligned policymakers, followed by Fox News and The Wall Street Journal. Podcasts hosted by Joe Rogan and Ben Shapiro are the most listened to in this group, while outlets like Truth Social and Newsmax are far less popular among this audience.

Mikeska said relationship-building remains critical, even when ideological divides are wide. “Don’t let discomfort drive you to forget PR 101,” she said. “Research your reporter or program to know the POV ahead of time. Pick your opportunities and ensure that they align with your comfort zone — don’t go after aggressive opinion-style programs when your comfort is more news-oriented.”

She added that communicators must adapt to formats that invite debate and skepticism. “This audience has proven incredibly skeptical,” Mikeska said. “You cannot be single sourced with your facts, and you must be prepared to deeply back up your points.”

John Digles, CEO of Ascent Strategy Group, has seen the risks — and rewards — firsthand. His team, which specializes in healthcare and medtech sectors, has developed a system for analyzing sentiment in politically divided spaces, helping clients engage skeptical audiences without fueling backlash.

“Every data point shows our core consumer demographic has moved into more fragmented news sources,” Digles said. “The reluctance of communications programs to engage these conversations with skeptical hosts is making it worse.”

To bridge that gap, Digles’ team analyzes how health topics are discussed on social media and through conservative networks, pulling insights from comments, audience reactions, and feedback from producers. He emphasized that empathy — not judgment — is key. “If you rush to label views ‘misinformation,’ you lose the dialogue and the opportunity to engage, learn and educate,” he said.

His firm has seen measurable returns. A Fox News segment featuring a client’s blood pressure guidance produced results comparable to major national media hits — evidence, he said, that the right messaging can break through even in unexpected places.

That doesn’t mean the risks have disappeared. Disinformation across channels continues to impact elections, disaster relief, climate, and public health — and will likely become even more pronounced with the advent of AI-infused assets like deepfakes.

Still, a full retreat carries its own dangers. “The harder it is to hear, the more valuable it can be,” said Digles. “These platforms aren’t just echo chambers. They’re where many people are asking questions — and expecting answers.”