On May 5, The Daily Beastreported on texts between Fox News anchor Bret Baier and the recently fired former face of the network, Tucker Carlson. The texts highlight Baier’s fixation on ratings above honest reporting and illustrate, yet again, that Fox News is a toxic brand for advertisers.

Baier is a supposed “straight news” anchor who is sometimes misleadingly held up as a more earnest, fact-based reporter as compared to his opinion-side counterparts despite his own history of shoddy, partisan hackery. In the texts, Carlson expressed concern over Fox News’ decision to call the 2020 presidential race in Arizona — an accurate call that was controversial only among right-wing election deniers — saying that they “could really fuck up a lot of what we’ve built” and Baier replied, “I totally agree.”

Carlson reached out to Baier to complain that he felt the network wasn’t taking viewer concerns about the call “seriously enough” and said they need to “reassure our core audience. They’re our whole business model.” Baier affirmed Carlson’s concerns and said that he was “pushing for answers” and that he thought “they will slow walk” calling Nevada’s race. Baier and Carlson strategized options for alleviating audience concerns as Baier agreed with Tucker’s claim that he needs “to do whatever I can to keep our numbers up and our viewers happy.” Baier also noted that he was “taking major incoming” regarding the decision.

Reprinted with permission from Media Matters.