Alex Wagner’s challenge at MSNBC: Keeping the Rachel Maddow superfans

Since May, though, the liberal TV personality has been a merely once-a-week presence, thanks to a lucrative deal that kept Maddow within the MSNBC stable while allowing her to work on other projects.

Yet to break through in this competitive climate, she will essentially have to become “a brand,” argues industry analyst Brad Adgate, whom viewers will want to watch regardless of what is happening in the news cycle. “We’re giving her the time and space to grow,” Jones said. “This is a long investment because I think Alex is incredibly talented.”

Political consultant Mark McKinnon, who co-created and co-stars in “The Circus,” called Wagner “a monster talent” that he fully expected would leave his show for “bigger and better things” — and possibly bring something new to an increasingly “stale” cable news format.“The sort of constant echo chamber of breaking news is now everywhere,” he said. “In order to kind of break out and break through, I think people will be looking to bend the format, and Alex is well-suited for that.

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