Posted on 12/10/2007 6:02:48 AM PST by abb
Latest Ads More Cronkite Than Katie as Newscast Continues to Trail Rivals
NEW YORK (AdAge.com) -- With Katie Couric's perky personality and "Today" background at the ready, her arrival at CBS to anchor the evening newscast was billed as a chance to reinvent the program in a way that would attract more women and younger viewers. That hasn't exactly worked out. Now CBS is promoting the show as if Walter Cronkite still sat behind the desk.
"Experience You Can Trust," under a picture of Ms. Couric, was the slogan in an ad for the CBS Evening News that ran in USA Today last week. The ad also used quotes from various newspaper and online reviews to talk about the "impressive" and "poignant" reporting on the newscast. CBS said the ad is part of the network's regular promotion of the program.
For many, however, the ad crystallizes CBS's decision to back off from its daring attempt to create an evening newscast that would draw a more youthful audience. "I wish younger people would watch the news. It does not look like that is going to happen," said Leslie Moonves, CBS Corp. CEO, at an investor conference last week. Even so, he expressed satisfaction in the program's new form: "We still like the product that we do, that we have," he said, adding that Ms. Couric is "still a terrific newsperson."
Diminished hopes Ms. Couric's arrival at CBS News, sealed with a reported $15 million annual contract, was accompanied by much fanfare. At the time, Mr. Moonves suggested that the so-called "voice of God" news format, in which anchors deliver succinct news capsules in serious tones, had run its course. As such, Ms. Couric's debut week came with a look at Tom Cruise's newborn baby and a "Free Speech" segment that let people have a say on-air. But it wasn't enough to vault Ms. Couric over two rivals widely viewed as having more experience and gravitas. After an initial spike, the newscast's ratings have generally trailed "NBC Nightly News With Brian Williams" and "ABC World News With Charles Gibson."
Through Dec. 2, "CBS Evening News With Katie Couric" reached around 6.4 million viewers who watched it either live or the day it aired, according to Nielsen. Meanwhile, "ABC World News With Charles Gibson" drew 8.3 million viewers and "NBC Nightly News with Brian Williams" was watched by approximately 8.2 million.
In March, CBS replaced Ms. Couric's executive producer, Rome Hartman, with news veteran Rick Kaplan, known for his harder news sense. "The changes that Kaplan brought about are concentrating much more on the story rather than the personality," said Andrew Tyndall, whose Tyndall Report monitors the content of the network newscasts. "The features they use are more likely to be exposés and investigations than lifestyle. Look at all of those things and you've got a traditional newscast."
Negative awareness The way in which consumers perceive Ms. Couric has changed subtly as well. "Her negatives are higher than they were when she was at the 'Today' show," said Henry Schafer, exec VP at Marketing Evaluations, the Manhasset, N.Y., company behind the popular "Q scores" that measure consumer appeal. Simply put, he said, an evening newscast can polarize audiences more than a morning show. Ms. Couric commands "much more awareness than either Brian Williams or Charlie Gibson. Their appeal is a little bit stronger, but she's far more well-known," he said.
The USA Today ad does beg the question of why CBS feels the need to play up her news chops. Ms. Couric is still relatively new to the rigors of being a national anchor, said Lawrence K. Grossman, former president of NBC News. The ad plays up the experience behind the newscast when Mr. Grossman said he believes she could still use some time at the desk. "Katie was a personality and still is a personality," he said.
Rather than rearranging the deck chairs, “Grinn and Bear It” seems more appropriate.
making the best of a bad situation also seems appropriate. They have a contract, a very expensive contract. To get rid of the perky one would be costly and embarassing. There is apparently no one in the bull pen who can be called up on short notice. Election season is upon us.
There is no other choice but suck it up.
“NEW YORK (AdAge.com) — With Katie Couric’s perky personality and “Today” background at the ready, her arrival at CBS to anchor the evening newscast was billed as a chance to reinvent the program in a way that would attract more women and younger viewers. That hasn’t exactly worked out. Now CBS is promoting the show as if Walter Cronkite still sat behind the desk. “
Here is how you repackage Katie. Day 1 - “Hi. This is evening news and I am KC. Today, great news from Iraq as 14 new schools were built, 3 new hospitals are under construction, oil is flowing and the military is doing a great job. They have killed or captured 200 terrorists over the last couple of days. The surge is working thanks to the administrations military strategy. We should all be proud of them.”
Day 2 - “Hi. This is the CBS evening news and I am KC. Tonight. How come the justice department hasn’t investigated the Plames and the Democrats with their bogus accusations against the President?”
Day 3 -......
Within 1 month she would be number 1 in the ratings, advertising dollars would be up and shw would be a hero of the people.
Nice double post.
It’s almost surreal. You know that network news is dying......I know that network news is dying...... And I bet that even they know it is dying. They just refuse to recognize the fact.
With all the talent out there, why is CBS so determined to continue to fail with this woman?
Television networks ‘as we know them today’ will cease to exist by the end of this decade or shortly thereafter. Network news broadcasts will go dark after the ‘08 elections and their news divisions disbanded.
I’ve been saying this for about 1 1/2 years now, IIRC. Nothing I’ve seen since has changed my view.
The WGA strike will soon have a big impact on the ‘nets bottom line. They simply cannot afford to float expensive news operations from dwindling entertainment revenue. The numbers just aren’t there.
The November sweeps were a disaster for the ‘nets. Advertisers will soon demand “makegoods” which goes directly to the top line.
It will be a glorious spectacle. I can hardly wait.
Young or old, we don’t need someone to read us to sleep. We have shed the news filters imposed on us by the networks in the not too distant “old days.”
“Perky Katie Couric gives “anchor” a whole different meaning than ordinarily applied to news programs.”
Yes, while they are adrift, she is holding them back.
“Experience You Can Trust,”
That same approach hasn’t worked for Bill KKKlinton’s wife either.
Yeah, I'm thinking IMAX.
Oops my bad, my laptop locked up and did something weird... I’m hoping my hubbie can buy me a new one soon, this thing is junk LOL j/k
No amount of rebranding is going to make this unbearable wench any more palatable.
Unless they rebrand her as ‘formerly employed by CBS News” it won’t make any difference.
Kaite is Perky!, Katie is Perky!, Katie is Perky!.....(heard a rumor she hates to be called perky)
Buggs Bunny would make more sense, Leslie.
Maybe you should give Connie Chung a call.
Ping me when she flashs her chi-chi’s.
I still think the best description of Couric as a news anchor was the columnist (liberal) who said Katie comes off on air like she’s been kidnapped, drugged and is making a hostage video.
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