Four years ago amid great fanfare and one of the most aggressive marketing campaigns ever to introducea new anchor, Katie Couric took the stage at the deck of CBS Evening News. Network executives hoped that Couric could revive what was once the most watched evening newscast, believing Couric could restore the ratings and make CBS Evening News the leader it was in the 1960s.
Couric’s presence has had just the opposite effect – CBS Evening News not only remained last, but became an even more distant third. All network newscasts are declining, but not at the rate of CBS. During some weeks this summer CBS has averaged less than 5 million viewers a night. Paying Couric $14 million a year has been like spending $14 million on an outfielder who bats .125, has no power and a bad arm.
CBS is looking for answers, but hasn’t found any. It’s not the fact that Couric is a female because Diane Sawyer became anchor at ABC after Charles Gibson took up full-time residency at the Senior Center and there was little, if any, effect on ratings.
There is an answer, but it’s not the one CBS executives are looking for: hire a conservative anchor and more conservative reporters and producers to balance out its coverage. By doing so, CBS News could distinguish itself from its two major competitors. But, the folks at CBS would rather drink battery acid first.
Since CBS would move to the right or even the “mushy” middle, there’s little to do other than sit back, grab some popcorn and a cold beer and watch its news department implode with more layoffs and reduced coverage.
In the Daily Beast, Rebecca Dana takes an in-depth look at CBS News and its many problems. It makes for interesting reading:
On Monday, Katie Couric begins her fifth, and quite possibly final, year of hard labor as anchor of the CBS Evening News.
However she chooses to mark the occasion, it will no doubt be more subdued than the tears, dancing, and $10 million promotional campaign that attended her debut on Sept. 5, 2006.
Four years and a reported $60 million later, Couric now sits atop a news division that is in many ways unrecognizable as the one-time home of Walter Cronkite—or even the deep-pocketed, star-struck company that lured Couric to Cronkite’s vacant chair with promises of wealth, fame, and a place in history.
In the intervening years, Couric has achieved all those things. She’s accumulated prizes for her work and thrown herself into tweeting, blogging, and anchoring special broadcasts on CBSNews.com. It hasn’t always been a smooth road. After a strong start, the CBS Evening News ratings dropped dramatically in the early years of her tenure, culminating in talks between her agent and CBS executives about the anchor leaving before the end of her contract. But Couric rebounded during the 2008 presidential campaign, securing her place at the network and in history books with a series of triumphant interviews with vice presidential candidate Sarah Palin. In 2008 and 2009, the CBS Evening News won the Edward R. Murrow award for best newscast.
But even as Couric and her team racked up plaudits, CBS News has withered. Layoffs and cutbacks, the most recent in February, have trimmed the division close to the bone, and according to senior staffers, another round is coming this fall. The network’s two premier daily broadcasts, Couric’s Evening News and the CBS Early Show, are recording particularly dismal ratings this summer.
“These are tough times for everyone,” Couric said in a statement provided through her spokesman, “but I for one am proud to be working with so many talented, dedicated people who continue to work hard to maintain the highest journalistic standards that have always been associated with CBS News.”
Read more:
Hat tip: The Daily Beast

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