http://www.american.com/archive/2006/november/lou-dobbsThe Secret Life of Lou Dobbs
By Luke Mullins
From the Magazine: Tuesday, November 28, 2006
A CNN management change would lead to the end of the first Dobbs era. He abruptly left the network in 1999, after the new president, Rick Kaplan, with whom Dobbs had a stormy relationship, cut into a “Moneyline” segment to go live to an address by President Clinton that Dobbs did not deem newsworthy. After he resigned from CNN, Dobbs, with strategic partners NBC and Gannett Co., launched Space.com, a Web-based multimedia company that focused on space and astronomy. Dobbs became CEO in June 1999, less than a year before the high-tech bubble popped. snip
By mid-2000, a year after his departure, Dobbs’s time slot at CNN had already lost a third of its old viewers. Meanwhile, Space.com was fizzling on the launching pad, and the company ordered large-scale layoffs. Kaplan, who was widely disliked at CNN, left. It wasn’t long before the network approached Dobbs. “They just made me a terrific offer,” Dobbs said later.
It included a salary between $3 million and $5 million, according to reports at the time, but the raise was only part of the attraction. Schonfeld said that Dobbs was able to use CNN’s desperation as leverage to increase his authority within the network. “They came knocking on his door really begging him to come back, and he got enormous power,” Schonfeld said. “When they brought him back, he became totally independent. He knew they needed him more than he needed them.”
In the five and a half years since Dobbs’s return to CNN, his show has slowly evolved into what you see today. Starting with issues like trade with China, picking up traction with outsourcing around 2003, and moving on to illegal immigration in 2005, Dobbs finally developed a full-blown populist credo that damns both parties in its defense of what he considers an oppressed middle class. As he said in April on another CNN program, “Reliable Sources,” hosted by Howard Kurtz: “Who in the—let me turn the question, a bit, Howard, if I may: Who the hell said there were only two versions of the truth, a Republican view and a Democratic view?” Critics say that Dobbs promotes a nativist view of the world, similar to that of Ross Perot or Pat Buchanan—but, unlike them, Dobbs has a nightly bullhorn.