Campbell Brown Becomes a Ratings Casualty at CNN
Matt | On 20, May 2010
Last month, we wrote a post sharing the news that CNN’s ratings were flushing fast down the media toilet. Well, it looks like there is some continuing fallout from that news and more changes to come to the mega-network.
Evening anchor, Campbell Brown of the show .. umm ‘Campbell Brown’ .. duh .. has announced that she is leaving the network as soon as they can find a replacement for her. It’s not a major shock of news since, again, CNN is tanking in primetime (with the exception of Larry King, I think).
I like Campbell Brown. She’s from the school of “old news” – a more hard look at journalism that is practiced on the big three networks nightly newscasts. The problem is that cable news primetime is filled with opinion heads .. Bill O’Reilly, Keith Olbermann, Nancy Grace and the like. “The Factor with Bill O’Reilly” is murdering anyone in it’s timeslot’s path. People gravitate to opinions like their own and don’t always care about the neutral journalist.
Campbell Brown’s announcement was probably the most REAL aspect of this whole ratings freefall. She was keepin’ it real! Here’s the full text of what she had to say:
I knew on the day that I accepted my job at CNN that a ratings victory at 8pm was going to be a formidable challenge. As I have been told over and over, this is the toughest timeslot in cable news. That is obviously due to the incredible talents of my 8pm competitors. I have also always marveled whenever a television anchor says that he or she pays no attention to ratings. I’m pretty sure the last time any anchor could honestly ignore ratings was well before I was born. Of course I pay attention to ratings. And simply put, the ratings for my program are not where I would like them to be. It is largely for this reason that I am stepping down as anchor of CNN’s “Campbell Brown”.
To be clear: this is my decision, and one that I have been thinking about for some time. As for why, I could have said, that I am stepping down to spend more time with my children (which I truly want to do). Or that I am leaving to pursue other opportunities (which I also truly want to do). But I have never had much tolerance for others’ spin, so I can’t imagine trying to stomach my own. The simple fact is that not enough people want to watch my program, and I owe it to myself and to CNN to get out of the way so that CNN can try something else.
CNN will have to figure out what that is. The 8pm hour in cable news world is currently driven by the indomitable Bill O’Reilly, Nancy Grace and Keith Olbermann. Shedding my own journalistic skin to try to inhabit the kind of persona that might co-exist in that line up is simply impossible for me. It is not who I am or who I want to be; nor is it who CNN asked me to be at any point. This is the right decision for me and I hope it will be a great opportunity for CNN.
Since its launch three decades ago CNN has strived to be an independent, credible and enduring source of news. While the rest of the cable news world moved to opinion, CNN allowed me to stay true to my hard-news roots and supported me with a true commitment to old-school journalism. There is plenty of debate now about whether real journalism even has a place in primetime. I may be taking myself out of that debate on a nightly basis, but I am truly proud of the work we have done on this program and I do still believe that journalism has an essential place in primetime and at all times. I am also especially proud of the people who put this show on the air every night. They are an amazing, dedicated, loyal and caring team. To them, I will be forever grateful.
My plan right now is to help CNN through any transition, and then to enjoy, for the very first time, the nightly ritual of “Good Night Moon” and good night kisses with my two little boys. I wish my CNN colleagues all the best. And as long as bedtime doesn’t conflict with primetime, I will be watching and pulling for them.