the morning-show personality fails in the evening

Caitlin Flanagan, who reports that she watched Katie in the morning on the Today show for years, explains why Couric is such a disaster on the CBS Evening News [e.a.]

As everyone acknowledges, the old folks and aging Boomers who tune in at 6:30 for a half hour of headlines and human-interest stories aren’t looking for the news, but a performance of the news. (Bob Schieffer was more successful than Katie, not in spite of looking like one of the old guys down at the VA, but because of it.) Choosing an anchor isn’t a journalistic decision; it’s a casting choice. And this one was abysmal. Flop sweat and panic surrounded the broadcast almost immediately. In a move typical of television, the first things the bosses tried to change about Katie were the very things that had led them to hire her: the bubbly personality, the killer clothes, the playfulness. Now she had to sit quietly at her desk like a girl being punished. She acquired a passel of one-color blazers that looked like rejects from last year’s Thrifty Rent-a-Car collection. By now, she has all but disappeared.

Wait. There’s more:

Katie’s mandate to lure women and young people to the nightly news was in itself ridiculous and doomed to fail—and a goal beneath her talent and ambitions. No woman needs to storm the Bastille of nightly news, because the form has become irrelevant: Oprah has immeasurably more cultural, commercial, and political clout than Charles Gibson and Brian Williams, and no young person is ever going to make appointment TV out of a sober-minded 6:30 wrap-up of stories he or she already read online in the afternoon. Because Katie remembered the old world, the one in which the most-respected news was broadcast at the end of the day, she thought that she was taking a more powerful job. But the Today show —broadcast for four hours a day, a forum for interviews with many of the top newsmakers of the day, as well as for the kind of lifestyle-trend stories it pioneered and that have come to play such a big part in the nightly news—is a far more culturally significant program. One reason that this huge star didn’t have a tell-all biography written about her until now is that while she was at Today, no publisher wanted to antagonize her; a booking on the show was every new author’s dream. The release of Klein’s splashy book, then, is evidence not of Katie’s elevation, but of its opposite. She made the kind of mistake that women a generation younger than hers probably wouldn’t have. She spent her time gunning for a position that had been drained of its status and importance long before she got there. And what she has learned, the hard way, is that her climb to the top has been not a triumph but the act of someone who slept through a revolution.

Interesting stuff. It all seems to come down to what the audience expects from television—and that itself appears to have changed, along with viewing habits, as anecdotal evidence suggests and as a variety of writers have noted.