Friday, May 21, 2004
"Media buyers say they generally pay Fox News ad rates that are about 75% to 80% of what they pay CNN -- even though CNN has only about half the audience of Fox News. And for all the inroads Fox News has made as a news organization, Mr. Rittenberg has to contend with advertisers who use CNN as a yardstick of quality.
Although the rest of the lineup is news, those shows leave some advertisers with the impression that Fox News is sometimes too hot-blooded and partisan to be considered true journalism. "The Fox News Channel is not perceived as pure news, because it really is no different than talk radio," says Jon Mandel, co-chief executive of Mediacom U.S., a media-buying company. That should translate into lower ad rates, he argues. (Mediacom clients that advertise on Fox News include Staples Inc., Warner Bros. and GlaxoSmithKline PLC.)"
No, ya don't say. On the surface this is comedy; however, a tragedy lurks underneath -- the state of journalism on cable TV has nowhere to go but down as long as Fox continues to play to people's emotions and continues to tell them what they want to hear. MSNBC and CNN have ventured slowly toward that, dare I say, style.