The National Rifle Association has announced that it will no longer be airing “live TV” on NRA-TV, effectively shutting down a communications vehicle that may, or may not, have been as great an asset as it might have been.
The announcement came in a message from NRA Executive Vice President Wayne LaPierre:
“As many of you may know, we have been evaluating if our investment in NRATV is generating the benefits needed. This consideration included the return on investment and the cost and the direction of the content. Many members expressed concern about the messaging on NRATV becoming too far removed from our core mission: defending the Second Amendment.
“So, after careful consideration, I am announcing that starting today, we are undergoing a significant change in our communications strategy. We are no longer airing “live TV” programming. Whether and when we return to “live” programming is a subject of ongoing analysis.
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“The NRA will continue and improve our service on social media channels and our flagship website, www.nra.org – your trusted resource of information. Our many web sites will continue to showcase new and archived videos, as we reorganize much of this information in a way that better serves our key audiences.
“What necessitated the change now is our conclusion that our longtime advertising firm and website vendor failed to deliver upon many contractual obligations it made to our Association. The NRA will always hold our vendors to high standards and ask that they maximize their value to the Association. No exceptions.
“Looking ahead, you can expect great things from your NRA. We will energize our messaging strategy, become more cost efficient, and promote the NRA’s singular focus like never before. Simply put, our messaging strategy will advance the NRA’s core mission: to serve our members and fight for our Second Amendment.”
As noted by LaPierre, there have been concerns about NRA-TV straying into areas not directly related to Second Amendment issues.
All this comes as the organization’s chief lobbyist, Chris Cox, has resigned as executive director of the NRA’s Institute for Legislative Action, where he had been since 2002. The Cox departure comes barely a week after he had been “suspended” amid an allegation that he was involved in an alleged attempt to oust LaPierre earlier this year at the NRA’s convention in Indianapolis. Cox has energetically denied that allegation.
The association has been hammered with bad publicity, with lawsuits, an investigation by the New York State attorney general’s office, widely-reported money problems, and a crucial 2020 presidential election plus congressional and state legislative elections looming on the horizon.
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