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Saunders: Glug! Katie's numbers take a dip

Published May 14, 2007 at midnight

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More than 10 million viewers tuned in Sept. 5 when Katie Couric made her debut as anchor of the CBS Evening News.

During the week of April 30, the half-hour show averaged 6.1 million viewers - the fewest since she took over and the lowest number on the newscast since Nielsen began registering ratings on People Meters in 1987.

It's obvious that Couric hasn't drawn the viewers CBS anticipated. And while audience ratings have declined regularly, Couric and the program have been in a constant whirlpool of change and controversy.

The original executive producer, Rome Hartman, was replaced by veteran network and cable news executive Rick Kaplan. Another producer was fired after being accused of plagiarism regarding a library feature aired by Couric.

A Philadelphia newspaper critic indicated that a lot of behind-the- scenes unhappiness existed at CBS News regarding Couric's personal and professional style.

The prediction, from "unnamed sources": Couric would be removed from the anchor chair after the general election in 2008. (No one really explained why that futuristic date was used.)

Then the rumor mill started churning reports that Bob Schieffer and Lesley Stahl were leaders in a behind-the-scenes "we-don't-like Katie" movement. Both denied the reports and have publicly supported Couric.

The various news outlets and Internet blogs supply nearly-daily gossip about Couric - mostly negative - accompanied by distorted, unflattering caricatures.

Couric's eight-month anchor voyage has been anything but smooth. Many viewers, for whatever reasons, haven't warmed to her on the CBS Evening News.

A recent Gallup poll showed Couric third in the likability factor behind ABC's Charles Gibson and NBC's Brian Williams. Conversely, she was "first" in the unlikable survey among the three.

Couric took over the program when it was in third place behind NBC and ABC. Now the show is further back in third place.

Theories regarding Couric's low ratings abound, including ongoing complaints by conservatives that Couric is part of the "leftist" media.

When writing about Couric, I always mention that we have a personal association of sorts, based on the strong support she gave our family when my late daughter-in-law was suffering pancreatic cancer. That said, here's one of my theories on her low ratings: She's a woman.

Despite the gains women have made in recent years as reporters and anchors, many viewers, perhaps subconsciously, still don't accept a woman as a solo anchor following in the footsteps of Cronkite, Brokaw, Rather, Jennings, et al.

In social gatherings, I've heard numerous uncomplimentary comments about Couric's hairstyle and wardrobe.

Funny, but I've never heard anyone say that Williams' tie wasn't fashionable or that the color of Gibson's shirt clashed with his suit.

"It's tough to admit, but I think the 'woman factor' does play into Couric's problems," says Walt DeHaven, vice president and general manager of CBS 4.

DeHaven notes that the CBS Evening News plays much stronger in Denver than in many of the top 20 markets.

In the February sweeps and the current May ratings, the 5:30 p.m. weekday newscast, sandwiched between local reports at 5 and 6 p.m., is a solid No. 2 behind NBC's Nightly News.

"I think she's doing a great job. We don't consider her a liability," DeHaven adds.

The CBS News hierarchy, publicly supporting Couric, admits that the broadcast has been "too soft." So now there's a determined effort to harden it.

There's another factor that could be having a negative effect: Couric displays an empathetic on-air personality.

When reporting the death toll in Iraq, she seems distressed. And when there's good news in the economy, she often smiles.

Perhaps Couric needs to develop a style similar to that of the late Peter Jennings, who would report news - bad and good - in straightforward fashion.

Dusty's pick for tonight

If you've followed 24 (8 p.m., Fox 31) during its sixth season, you don't have to be reminded that Jack Bauer is moving toward the end of another climactic day when he again saves the world.

While I've missed several episodes this season, I agree with a growing number of critics who say 24 has lost some of its edge, partially because too many characters and subplots have been introduced and then suddenly disappeared.

But once a fan, always a fan, right?

What ever happened to . . . ?

Jerry Mathers, "the Beav" on Leave It to Beaver, the gentle '50s family comedy, moves to Broadway in June as one of the stars of the musical Hairspray. Mathers is 58.

Today's nostalgia

On May 13, 1995, ABC premiered a two-hour version of Stephen King's novella, The Langoliers, starring Patricia Wettig, Dean Stockwell, Bronson Pinchot and David Morse.