He and every other owner and potential owner of a media outlet should read THE NAKED COMMUNIST before purchasing. It lays out exactly what the communist goals in America are, especially pertaining to controlling the media, and gives them a heads up for the housecleaning necessary to create a viable business. The current business models are not viable, and survive due to the ridiculous amounts of ad revenue private entities allow their executives to lavish on them for reasons other than increasing their own revenue.
That seems to be a rule in business. Brands can go downscale and more mass market, but not upscale.