Do we really need a perky news anchor?
My morning paper says CBS is thinking of casting (and that would be the appropriate word in this context) Katie Couric as its next evening news anchor.
Let's set aside all the important journalistic issues this raises and take this as a straight news-as-product marketing proposition. Even on this level, Katie is a poor choice despite her popularity and appeal.
Katie Couric is known for being perky, chipper and, well, superficial. By selecting Couric, CBS would be making an extraordinary statement about the evening news: folks, it's just not that serious.
They would be trivializing their own product. And CBS can't afford to do that.
Sure, they might enjoy a short-term lift in ratings. But the long-term consequences would be devastating. Viewers would take CBS's cue and look for serious news -- which people still want -- from other sources. Instead of acting as a hedge against cable and Internet news options, CBS would be giving these alternatives a powerful boost.
Katie is the woman you want to introduce a new cookie recipe or interview a child star. But do you really want her to tell you about the latest terrorist attack, the progress of the war in Iraq or weighty issues uch as taxes, social liberties and judicial discretion? Probably not.
Let's set aside all the important journalistic issues this raises and take this as a straight news-as-product marketing proposition. Even on this level, Katie is a poor choice despite her popularity and appeal.
Katie Couric is known for being perky, chipper and, well, superficial. By selecting Couric, CBS would be making an extraordinary statement about the evening news: folks, it's just not that serious.
They would be trivializing their own product. And CBS can't afford to do that.
Sure, they might enjoy a short-term lift in ratings. But the long-term consequences would be devastating. Viewers would take CBS's cue and look for serious news -- which people still want -- from other sources. Instead of acting as a hedge against cable and Internet news options, CBS would be giving these alternatives a powerful boost.
Katie is the woman you want to introduce a new cookie recipe or interview a child star. But do you really want her to tell you about the latest terrorist attack, the progress of the war in Iraq or weighty issues uch as taxes, social liberties and judicial discretion? Probably not.
3 Comments:
Of course we don't need perky when we can get real news, but who watches real news on non-cable TV these days anyway? Seriously though, I'm with you. Do we need to see more Katie Couric or any other "cute" news person or do we need more real reporting? I vote for real reporting, though I'm probably in the minority.
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Auto Loan or Financing" is a general term meaning how you pay for the vehicle.
With the money you will be saving, maybe you can move up to that more expensive new car you've been eyeing.
Making sure Loan for a vehicle properly will greatly reduce the cost of your next new or used car.
;)
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