There's an African proverb that goes "When elephants fight, the ants get trampled."
A modern tweak on that proverb -- based on the very public smack-down between the elephants known as Time-Warner Cable and Fox Broadcasting -- might be "When elephants fight, the ants have a front-row seat."
Time-Warner and Fox have just announced their squabble has been settled. But for the last month, New Yorkers, and those in other Time-Warner markets, have not only watched, but been invited into the ring.
Rather than keep it a private corporate battle over money, Time-Warner decided to take its argument public, hoping to win subscribers over to their side by casting Fox as the mendacious villain whose unreasonable demands for increased revenue might force the innocent Time-Warner to cease carrying The Simpsons and other Fox programming.
To attempt to rally public opinion, Time-Warner has spent gobs of money on advertising, specifically full-page blasts in the New York Times and elsewhere that use ransom-style headlines to communicate that Fox is trying to hold New Yorkers hostage, and extort money from Time-Warner.
Of course, Time-Warner also created the obligatory supporting website, RollOverOrGetTough.com, which featured the headline "You Can't Get a 300% Raise. Why Should a TV Network?" Fox responded with its own site, KeepFoxOn.com. (Both sites now reflect the truce that has been reached.
Not to be outdone, Scripps -- who owns the Food Network and HGTV -- ran its own full-page in today's New York Post which thanks Cablevision's customers for rallying to their support in a similar fight, and encouraging them to visit ilovefoodnetwork.com and ilovehgtv.com.
Is any of this bluster and posturing effective? I understand the motivation for it, which is to spin what is nothing more than an economic battle over the value of content into a consumer marketing opportunity. Time-Warner knows that they aren't exactly loved by consumers; cable providers rank close to used-car salesmen and investment bankers when it comes to favorability and trust.
So from their point-of-view, the advertising attempts to accomplish two things: a) inoculate them against consumer rage should the stand-off turn into no-more-Homer; and b) position themselves as consumer advocates, as opposed to a company known for some of the worst customer service in the country -- as in the best appointment we can make for you is between noon and five.
But it's a bum idea. Consumers are smart enough to recognize that they are in the center of a revolting public pandering. That the battle is between two capitalist elephants, and any attempt to spin it into a grand struggle on behalf of ordinary subscribers is simply disingenuous.
Indeed, every time a consumer reads something like "We care about you and want you to have access to the best programming at the lowest possible cost," we're smart enough to know what it really means, which is:
"We know that you love The Simpsons, but we're not willing to absorb the cost of bringing it to you, and we're afraid to charge you more because we know we're overcharging and under-servicing you as it is."
I suspect that this kind of very public squabbling will continue. (At the very least, it's a way to pump some money into struggling newspapers, a deliciously ironic twist.) Perhaps one day, Procter and Gamble will decide to raise its slotting fee to Kroger or Safeway, and we'll be seeing ads and commercials from the supermarket chains protesting that "Crest Wants To Hold Your Gums Hostage."
Consumers don't want to take sides in these marketplace struggles, especially when there is no villain, just two giant entities out for their own best interests.
Time-Warner and other companies who take their battles public may think they're creating a new kind of transparency by inviting consumers into the brawl.
But it's a transparency that only allows consumers to see just how manipulative and self-interested they are. Better to keep your selfish struggles to yourself.
Our 2024 Coverage Needs You
It's Another Trump-Biden Showdown — And We Need Your Help
The Future Of Democracy Is At Stake
Our 2024 Coverage Needs You
Your Loyalty Means The World To Us
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
The 2024 election is heating up, and women's rights, health care, voting rights, and the very future of democracy are all at stake. Donald Trump will face Joe Biden in the most consequential vote of our time. And HuffPost will be there, covering every twist and turn. America's future hangs in the balance. Would you consider contributing to support our journalism and keep it free for all during this critical season?
HuffPost believes news should be accessible to everyone, regardless of their ability to pay for it. We rely on readers like you to help fund our work. Any contribution you can make — even as little as $2 — goes directly toward supporting the impactful journalism that we will continue to produce this year. Thank you for being part of our story.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
It's official: Donald Trump will face Joe Biden this fall in the presidential election. As we face the most consequential presidential election of our time, HuffPost is committed to bringing you up-to-date, accurate news about the 2024 race. While other outlets have retreated behind paywalls, you can trust our news will stay free.
But we can't do it without your help. Reader funding is one of the key ways we support our newsroom. Would you consider making a donation to help fund our news during this critical time? Your contributions are vital to supporting a free press.
Contribute as little as $2 to keep our journalism free and accessible to all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. Would you consider becoming a regular HuffPost contributor?
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. If circumstances have changed since you last contributed, we hope you'll consider contributing to HuffPost once more.
Support HuffPostAlready contributed? Log in to hide these messages.