How Does CNN Defend Fourth Place? By Changing The Subject
With CNN’s ratings dropping, and its sister network HLN reaching historic heights, the spin when it comes to defending the network takes on extra significance.
For CNN/U.S. President Jon Klein, it sounds like the path relates to changing the topic from ratings to ‘journalism.’ Will it work?
TVNewser obtained a transcript of a call yesterday from Klein to his staff, in which he addresses the ratings issue. Here’s part:
Yes, our ratings in prime were down in October. Remember – we are a 24hr network – not a 3hr network. We are also just one network in a group that attracts hundreds of millions of viewers a month. Media writers might not understand that. Our competitors don’t either.
So basically – this whole discussion is partly our fault. By the way, we want to understand! We’ve reached out to CNN to speak to Klein – he’s traveling today but we hope to soon.
Here’s what Klein thinks the discussion should be about:
Excellent journalism is what we are focused on. We refuse to do the things that might get us a quick number or cater to the extremes that would alienate our core viewers.
We get it – Klein’s point is CNN does news, and when people want news, they tune to CNN (like during their successful coverage of the 2008 presidential campaign). Of course, there’s a lot of news still happening, and CNN is shedding viewers. And while Fox News opinion shows are skyrocketing, their news programs (like Shepard Smith‘s and Bret Baier‘s) are seeing enormous ratings also.
Additionally, some would call it a stretch to extend the “excellent journalism” label to CNN’s big coverage push of Michael Jackson’s death, which gave them great ratings but was a departure from the way other cable news networks chose to cover the story.
The journalism comparison is one CNN has touted before – it’s what Campbell Brown was implying in her interview last night with Valerie Jarrett – but one that we’ve discussed walks a fine line when it comes to the entertainment side of CNN’s line-up.
One more thing about the ratings though (back to us media writers not understanding): CNN will tout demo victories when they’re happening, or any other victories that benefit the network at the time. This isn’t unique with CNN – all cable news networks can massage the numbers to tout what works the best for them. But numbers do matter, and prime time matters quite a bit. CNN shouldn’t be crossing their fingers for a big breaking newsy event to up that rating – there may be a shake-up necessary.
For now, CNN is just one element of CNN Worldwide – which, from International to the web to HLN, has seen success. But for “The Most Trusted Name In News” to be the least watched cable news outlet is not a good direction.
