Katie Couric needs a miracle to save her job


CBS Corp. (NYSE:CBS), whose "Evening News" broadcast trails its competition by a mile, recently named former MSNBC head Rick Kaplan to oversee the show. Anchor Katie Couric better hope that Kaplan brings a magic wand with him otherwise her job could be in jeopardy.

Despite all of the talk to the contrary, CBS has got to be wondering if it made the right move hiring Couric. Her predecessor Bob Scheiffer was doing a great job in the wake of the Dan Rather Memogate debacle. In fact, Couric's ratings are worse than his.

Katie Couric

There's no doubt though that Couric faces a double-standard because she's a woman, though I don't think her gender is the reason for her poor ratings. Plenty of women anchor local and cable news shows. People just aren't warming up to her as the "Evening News" anchor. Maybe all of the tabloid gossip tarn shed her once golden-girl image. Whatever the reason, Couric is facing an uphill battle.

As the Associated Press points out, Couric's broadcast is a mess. Kaplan, a skilled producer, can make the "Evening News" more coherent. But if people haven't warmed up to the star anchor now, I am not sure they will once the broadcast is revamped.

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