Here's essential advice, both practical and radical at the same time, from Peggy Noonan to the broadcast journalism powers-that-be.
The network news organizations and their old flagship shows, the evening news, are in flux: falling ratings, an aging demographic, competition from cable, a general loss of prestige, Rathergate.But it's foolish to think the network evening news shows don't matter anymore. Dan Rather's show, which has long come in third in a three-way race, gets on an average night eight million viewers. Bill O'Reilly's show, No. 1 on cable, gets three million viewers on a great night. The networks continue to have greater penetration, higher numbers, bigger budgets.
They're important; they aren't over, and they shouldn't be. Especially during a crisis--and we live in an age of crises--they have a crucial role to play. It is actually in the nation's interest that network news get better at gathering and telling the news.
Here, offered as a public service, are three suggestions for the owners of the networks. First, stop being mesmerized by Cronkiteism. Second, put your money in the field. Third, put down that copy of the New York Times.
Do these things and good results will follow, including higher ratings.
Read the whole thing, especially if you're a journalist.
UPDATE: Here's more (as usual) from the omniscient InstaPundit:
Actual hard-news reporting is the killer app for Big Journalism -- if it bothers to do it.Posted by Alan at March 3, 2005 06:39 AM