CBS tries to re-brand Katie Couric
In particular, Couric's personality -- which was marketed as bright and perky -- was intended to attract an audience who CBS Corp. (NYSE: CBS) execs thought would actually care. Turns out, they didn't. Now the re-branding of Couric with CBS's Evening News uses words like "impressive" and "poignant" to describe the peppy news host. Is anyone listening? Certainly not the younger and women viewers who CBS was trying to recruit with its previous Couric spunk.
CBS Corp. CEO Les Moovness said "I wish younger people would watch the news. It does not look like that is going to happen." Good call there, Les. Broadcast television news is part of the old media guard, not the new media instant fix. It's hard to think any younger viewers will plop down to waste 30 minutes of their time (with untargeted advertisements, no less) when all the news is available for free anytime. Question is: what is CBS going to do when the core audience starts turning off the tube? Re-market Couric yet again?










Reader Comments (Page 1 of 1)
12-11-2007 @ 2:11PM
Kat said...
Most people are in the habit of watching the same channel for their news not the anchor. I'm 53 and don't follow anchors if they change networks. Who cares? News is news no matter who delivers it. It's not a popularity competition.
12-11-2007 @ 2:31PM
Chilla said...
Re: re-branding Couric, "you can paint a turd gold, but it still smells like S--t"
12-11-2007 @ 2:59PM
Joe Cowan said...
Katie C may be America's sweetheart but she surely is not mine. I wince each time she shows up on 60 MIniutes
10-27-2008 @ 10:17AM
Sharon said...
Most of the T.V. networks are so out of touch with "us real folks" who work and struggle and yes buy our clothes at good will or consignment shops. We don't want a hand out from Govt. and we wish you have more conservative reporting not all of us eat grilled Lobster from room service then are asked by the canidate to "share our wealth." We are taking care of our own family and not wanting handouts but govt is giving toooo many to those unwilling to work let alone finish hight school which is given to them free and they quit then ask us to pick up the GED or later learning with work force grants etc. I am very sick of paying sooo much taxes while taking good care of my family and working hard to do so.
We need more gals like Sarah Palin to suggest we all "come down" a bit and not expect such a high standard of living.
Katie are you real - you don's seem like it to me and the news CBS gives you to read is not the real news about life and both men running for President. Neither
man will be able to give all that they promise and we know it - but they treat us like dummies.