alternet logo

Tough Times

Demand honest news. Help support AlterNet and our mission to keep you informed during this crisis.

Respected marketing guru explains how Trump could ‘monetize’ a loss to Biden in November — and make millions of dollars from his far-right MAGA base

President Donald J. Trump walks from the Oval Office to the South Lawn of White House to board Marine One for Joint Base Andrews Md. Friday, June 5, 2020, to begin his trip to Bangor, Maine. (Official White House Photo by Tia Dufiour)

When marketing/advertising veteran Donny Deutsch appeared on MSNBC’s “Morning Joe” on Friday, June 26, the centrist Democrat had a lot to say about what President Donald Trump will do if he loses to former Vice President Joe Biden in November. Deutsch theorized that Trump would find a way to “monetize” a loss, and he made an excellent point. If Biden is sworn in as president of the United States in January 2021, it won’t be the end of Trump’s political career — and Americans would still have the misfortune of being subjected to his political views on a daily basis.


The 62-year-old Deutsch, speaking to a panel that ranged from “Morning Joe” hosts Joe Scarborough and Mika Brzezinski to Washington Post columnist Eugene Robinson and Associated Press reporter Jonathan Lemire, stressed that losing to Biden could prove quite profitable for Trump. Painting himself as a victim, Deutsch asserted, Trump could form some type of organization, charge a registration fee and make millions of dollars from his hardcore MAGA base and their sense of grievance.

“The one thing he’s never been able to do with the presidency that he wants is monetize it,” Deutsch explained. “Imagine if Trump loses or drops the mic — and out of those 60 million people who voted for him, 6 million join the Trump Revolutionary Party and the Trump Revolutionary Network at $6.99 a month — and he makes $600 million a year. It’s a way for him to come out and finally monetize this thing. And don’t think he won’t say to himself, ‘I’m still the president of a third of this country, but I’m going to monetize it.’ Look for the Trump Revolutionary Network: $6.99 a month. That’s Trump’s drop-the-mic moment. It’s not that crazy.”

Millions of Americans — from liberals, progressives and Democratic centrists to Never Trump conservatives — are sick to death of Trump’s presidency and would be glad to see him out of the White House. But vacating the White House wouldn’t necessarily mean that Trump was abandoning politics. Trump panders to the lunatic fringe of U.S. politics, but his hardcore MAGA supporters are still true believers. And Trump’s opportunities to monetize his twisted political brand go beyond the things that Deutsch astutely described on “Morning Joe.”

Trump now has a whopping 82.4 million followers on Twitter, and his incessant tweeting won’t end if he loses to Biden in November. Moreover, it is entirely possible that Fox News would use him in some respect if he were voted out of office, perhaps giving Trump his own show and paying him a fortune to host it. It isn’t hard to imagine a Trump show as part of the Fox News wingnut lineup that also includes Laura Ingraham, Sean Hannity, Tucker Carlson and others.

When Barack Obama defeated Sen. John McCain in the 2008 election, the U.S. didn’t hear the last of McCain’s running mate, former Alaska Gov. Sarah Palin — quite the contrary. Palin successfully used that defeat to appeal to a sense of right-wing white grievance and grew her brand considerably during the Obama years. Trump, similarly, will no doubt have an abundance of opportunities in the right-wing media — from Fox News to AM talk radio — if he loses the election to Biden.

Even if the words “President Joe Biden” are used in 2021, it won’t be the end of Trump’s political career — unfortunately for the United States and the rest of the world.

Enjoy this piece?

… then let us make a small request. AlterNet’s journalists work tirelessly to counter the traditional corporate media narrative. We’re here seven days a week, 365 days a year. And we’re proud to say that we’ve been bringing you the real, unfiltered news for 20 years—longer than any other progressive news site on the Internet.

It’s through the generosity of our supporters that we’re able to share with you all the underreported news you need to know. Independent journalism is increasingly imperiled; ads alone can’t pay our bills. AlterNet counts on readers like you to support our coverage. Did you enjoy content from David Cay Johnston, Common Dreams, Raw Story and Robert Reich? Opinion from Salon and Jim Hightower? Analysis by The Conversation? Then join the hundreds of readers who have supported AlterNet this year.

Every reader contribution, whatever the amount, makes a tremendous difference. Help ensure AlterNet remains independent long into the future. Support progressive journalism with a one-time contribution to AlterNet, or click here to become a subscriber. Thank you. Click here to donate by check.

Close