Yesterday, MSNBC announced that they were moving Ed Schultz’s The Ed Show back from its weekend exile to the 5pm weekday slot. The announcement took a lot of people by surprise, although the motivation for it has been known for a long time: the show that took Ed’s old 8pm M-F slot has been struggling in the ratings. MSNBC had made a classic media move — replacing an older anchor with a fresh face — but this time it didn’t work out as planned.
Fortunately for Ed, his fans moved with him to his weekend slots. Almost immediately he was more popular on Twitter than the other MSNBC weekend shows. That fan base is who’s carrying Ed back to primetime.