Salem Media Group, RedState's parent company, announced this morning the appointment of Brad Parscale as Chief Strategy Officer. This news comes a little over a week after Salem's announcement of a strategic partnership with WaterStone, "a 501c(iii) organization dedicated to honoring God through the transformational power of giving, serving givers at the intersection of faith and finance, and building the kingdom by transforming assets to living water."

Parscale is best known for his role as Digital & Media Director for Donald Trump's revolutionary 2016 campaign, but was a digital architect and entrepreneur for decades before that. The platforms Parscale built over the last few years, Campaign Nucleus and EyesOver, were instrumental in Trump's 2024 victory and multiple down-ballot races. Here's what pollster Christopher Wilson (who has now been announced as EyesOver's new CEO) had to say about EyesOver, an AI-driven public opinion research platform, over at Townhall:

To be candid, having seen countless technologies crash under the weight of their promises during my three decades in polling, I was skeptical of its claims. But this was different—what I witnessed shattered my expectations.

Unlike conventional polling, where respondents are asked to take surveys, it leverages artificial intelligence to gauge public sentiment from social media interactions, news consumption, and other online behaviors in real-time. It’s like having millions of virtual canvassers working around the clock.

The results? Parscale's platform not only accurately predicted the winner in every swing state but also correctly forecasted Trump winning the national popular vote and identified the winner in 49 out of 50 states, barely missing New Hampshire. Take Pennsylvania: while traditional polls claimed Harris was surging after the now-infamous Puerto Rico joke at a Trump rally, EyesOver captured real-time sentiment shifts across the Rust Belt—toward Trump.

Now Parscale is bringing his skills and strategic mindset to Salem Media Group and told RedState that Salem has the "opportunity to be a leader in innovation for conservatives and Christians and to really be the strongest voice in that area... I think that Salem can be a revolutionary company for Christians and for conservatives and center-right movements."

By bringing on Parscale, Salem is leaning into the strategy that worked so well for Donald Trump and embracing the changes in the industry, as RedState columnist Manic Contrarian wrote last week:

The recent presidential victory of Donald Trump over Kamala Harris underscored the growing influence of alternative digital media outlets. As RedState readers know, Trump’s campaign effectively bypassed traditional media, connecting directly with a demographically diverse and politically realigned electorate. By leveraging platforms that emphasized authenticity and immediacy, Trump reached younger and more diverse audiences, reshaping the political map of the United States.

[T]he news of Salem’s strategic pivot is more than a survival story; it’s a story of bold leadership in a rapidly changing industry. Whether it’s streaming video, on-demand podcasts, or influencer-led campaigns, Salem is meeting its audience where they are—on their phones, tablets, and smart TVs.

We at RedState are thrilled that Parscale is joining the Salem team and look forward to leveraging his expertise so that we can make an even larger impact in bringing the truth forward and advancing conservatism.