How Does CNN Defend Fourth Place? By Changing The Subject

by Steve Krakauer | 1:40 pm, October 28th, 2009

» 11 comments

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.

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CNN, HLN, Jon Klein, Ratings

Puter Boi

“So basically – this whole discussion is partly our fault”

Ummmmm, Krak?..I blame everything on you too…..well…you and Zeke.
Now…where’s that bartender?
libra blue

Funny thing is, the few times that AC360 beat On the Record, CNN was VERY interested in talking about ratings. Anderson even made one of his scarce “blog” appearances to brag about it and thank the viewers for their support.

He should have gotten back on the blog this week to apologize to the viewers for his bad performance, but instead he took a vacation, possibly in an attempt to avoid questions from the media about it.

Steve, you might want to ask him when he returns; I would be interested in hearing his excuse. I think I have a pretty good idea where he might place the blame.

The truth is, CNN hasn’t been “trusted” by the majority of viewers for quite some time. As bad as some of the opinionated FNC programs are, CNN doesn’t have a single program that compares to Shep Smith’s shows or Bret Baier’s program.
straitshooter

The math on this seems pretty simple. Either Klein shakes up prime time (with new talent, or new formats for the current talent), or he starts thinking about his next job. I think he’ll be fired if this keeps up, because eventually CNN will start losing money.

Thought I must admit I find it remarkable their ratings have tanked so dramatically, and yet they remain profitable.
Knowledge_Is_Power

Libra blue says:

he took a vacation, possibly in an attempt to avoid questions from the media about it.

My thought’s EXACTLY! I think this little vacation was planned just for the purpose of avoiding the press about the lousy ratings. I too hope Steve and the rest of the media still asks Anderson questions about it when he returns next week. He has to answer for something sometimes.

As to Klein, I think he’s on his last leg and soon will be seeing the door if he doesn’t make some changes soon to CNN. He’s obviously in denial that CNN is in any trouble at all. Someone needs to give him a good slap and wake him up!
TfT

Klein is in denial — stating “Excellent journalism is what we are focused on” just doesn’t match up to what they do on air. Fact checking the SNL skit was a bridge too far and there is no “excellent journalism” in that segment. Jack Cafferty is “excellent journalism?”

CNN started competing with MSNBC for viewers (teabagging, etc) and have gone down hill since.

They need new management, new personalities, and new shows. If they did a new cross-fire at 8pm they would probably get some good viewers. But it would have to be with respectable folks and no more Carville or Begalla as guests. Hannity’s show isn’t doing that well (all things considered, he gets lots less viewers than his lead in O’Reilly) and CNN could fill that void if it had a brain. But given Klein is still there after the rapid downfall, brain isn’t something I equate with CNN right now.
Eliza

We refuse to do the things that might get us a quick number or cater to the extremes that would alienate our core viewers.

As someone who has been watching the network for years, that statement is laughable. I do agree that CNN has the resources and ability to live up to Klein’s proclamation of a focus on “excellent journalism.” The network does do very good work from time to time. However, all that flies out the window the second they have the opportunity to grab some easy ratings. Wall-to-wall Michael Jackson. Balloon Boy. The identity of Anna Nicole Smith’s baby daddy. They even once put up a clock that counted down all day until a much-promoted interview with Paris Hilton. This is the most trusted name in news?

CNN/Klein are relying way too much on the partisan excuse. The network’s real problem is that they try to be everything to everyone and in the end become nothing. Viewers are sick of the “fake balance,” unaccountable guests, and tabloid bent. Sorry Klein, this “core viewer” is extremely alienated by your decisions.
libra blue

“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.”

True Steve, but the tabloid type stories are what has been bringing CNN its best ratings recently and I am sure the interest in this type of brainless garbage accounts for the recent “historic” heights of HLN and the fact that AC360 is looking more and more like an “extension” of LKL. I suppose that is because viewers believe that this is the only type of story CNN is qualified to cover and they tune in elsewhere for real news coverage.
libra blue

@Knowledge_Is_Power, Apparently Anderson is “licking his wounds” at a $32,000 a night room in the Rambagh Hotel in Jaipur, India complete with a round rose petal strewn bubble bath.

I must admit that does provoke quite an image!
Dandee

IMO the one thing that CNN, ABC, NBC and CBS does not tell us is the things that they know we want to hear. They give us the UP side on everything, but never the DOWN side. We do get BOTH sides from FOX. But, if you don’t want to listen to them, go ahead and be behind in the truth.
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