By John Gresser, Fortune’s senior technology writerMay 23, 2019 09:10:22Fox News’ long-running advertisers are getting increasingly frustrated with the cable news giant’s unwillingness to pay them a premium.
The top cable news network has reportedly agreed to pay a total of about $100 million a year to its advertisers, but its main players, including Comcast and Time Warner Cable, have complained about the pay.
In response, Fox News has been working with its advertisers to try to negotiate a deal that will keep them happy, said two people familiar with the matter, who asked not to be identified because the talks are private.
Fox News will likely pay an annual total of between $50 million and $60 million, according to the people.
Those figures are based on the current agreement, which expires at the end of 2019, the people said.
The company is in talks with several other major advertisers, including A+E Networks, the entertainment conglomerate that owns E!
Network and HGTV, according in a statement.
The two people said the talks, which are still in the early stages, are still under negotiation.
Fox has long said it does not pay advertisers to advertise on its network, but many advertisers complain about Fox News’ low rates and are hesitant to spend money on the network because of its politics.
Fox also declined to comment for this article.
“It’s just not something that we think is going to work,” one of the people familiar said.
In the past, Fox has paid its advertisers up to about $50,000 per month.
But those payments have dried up, with the network’s largest ad buyers now paying between $2,500 and $3,500 per month, according the people, who requested anonymity to discuss the ongoing talks.
The network has been criticized by some advertisers for the way it treats its advertisers.
A+Es Networks, a major Fox-affiliated media company, complained in 2015 that it was getting “a fair rate for Fox, but not as much as we deserve.”
A+ES Networks is currently the only cable news brand that has declined to endorse or campaign for Fox.
The company, which also owns The Weather Channel, The Hollywood Reporter, and a number of other news brands, said that Fox News was “exercising its power” over its advertisers and that it felt “a sense of entitlement” about the arrangement.
Fox is also the only major cable news station to not advertise on CNN, The Daily Beast, and CNBC.
Fox News has faced criticism for its coverage of President Donald Trump, which has included claims that the president was born in Mexico, was “born on a pig farm” and that his father was involved in the assassination of John F. Kennedy.
Fox regularly has said it is not anti-Trump, but critics say that its coverage is racially biased, and the network has faced legal threats from the Trump campaign and members of Congress over coverage of race.