Kara Swisher, a prominent journalist with over three decades of experience chronicling the technology industry, is expanding her influence into the political arena. Leveraging the widespread reach of her podcasts, Swisher has become a sought-after platform for politicians, particularly Democrats, seeking to engage with voters through in-depth interviews.
Swisher's ubiquity extends across various media, including television appearances, a CNN documentary, a national tour, and multiple weekly podcasts. Her reputation, built on interviewing influential figures like Steve Jobs, Bill Gates, and Mark Zuckerberg, is now being directed towards politics, with candidates increasingly viewing podcasts as a vital channel for attention.
During Donald Trump's presidency, Swisher's shows featured potential Democratic presidential candidates such as California Governor Gavin Newsom, former Vice President Kamala Harris, and former Transportation Secretary Pete Buttigieg. Swisher anticipates this engagement will continue to grow, stating, "We get called by all the presidential candidates. We’re going to get to all of them."
While other podcasters, including conservatives like Megyn Kelly and Tucker Carlson, and liberals like the hosts of "Pod Save America," command larger audiences, Swisher stands out for her unique blend of technology expertise and her ability to connect these insights to broader political discussions. "When I first went on her podcast when I just got into Congress in 2017, she was very well respected in tech circles," said Rep. Ro Khanna, a California Democrat. "But now she's emerged as a larger cultural force, especially at a time where there's such anger at the tech billionaires and tech arrogance."
Swisher's interview style often elicits revealing moments. On her podcast "On with Kara Swisher," she has challenged guests like Newsom on his interview with Steve Bannon and pressed Buttigieg on his timing in commenting on President Joe Biden's reelection bid. She also interviewed Harris, prompting the former vice president to criticize policies from Robert F. Kennedy Jr.
Newsom described Swisher as someone who "calls out my bulls—-," adding that she "is usually right, and it drives me crazy." Sen. Mark Warner, a Virginia Democrat, noted that being interviewed by Swisher is "not a layup." Even Sen. Thom Tillis, a Republican, found the experience valuable, stating it offered an opportunity to present a different perspective.
The expansion into politics aligns with the growing recognition among Democrats of the importance of digital platforms. "The single most important quality that every candidate needs to have is the ability to talk and the ability to talk anywhere," said Teddy Goff, co-founder of Precision Strategies. "That might mean a two-hour podcast interview. It might mean a 15-second digital video."
While Swisher has hosted a predominantly Democratic lineup, she has also featured Republicans like Sen. Tillis and commentator Scott Jennings, and expressed a desire to include more Republican voices. "What we’re going for is to be popular among the entire populace," she said. "So that people who don’t feel they want to be in a constant state of anger, whether it’s on the left or the right, can have a place to go."
Swisher's approach, which she describes as "reported analysis," embraces authenticity and does not shy away from personal biases. Her podcast "Pivot," co-hosted with Scott Galloway, has become a significant financial success, generating an estimated $15 million to $20 million annually. This growth occurs amidst broader disruption in the media industry, with podcasts emerging as a rapidly expanding segment.