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However, it is interesting. Les Moonves is the guy that made the call to not run the Reagan movie because he thought it was biased. So there’s precedent for him making smart moves at this network. As to the bottom-line considerations, they’re not going to be felt immediately anyway, and as such, unless I’m told — I mean, I could be totally wrong about that. There already may be ramifications that I’m not aware of, but at this point I don’t think the bottom line of one division, of one company in Viacom, is going to be the overriding thing that affects the way they decide this.
The longer it goes it will of course be a factor, but in the short run my guess is there are a lot of other concerns there. Now, that’s going to be one of the concerns: How they handle this and whether they become a viable advertising entity for sponsors who want their products to appear to programs that have credibility with the audience, and that’s where it does get tricky. You know, these people — there are a lot of different reasons, Mike, for buying advertising. One of the reasons is you simply buy impressions. A lot of companies just buy impressions. They’re not interested in results per se.
So you buy CBS News because they’re reaching X-number of bodies. You’re not buying CBS News because you expect the commercial to actually result in immediate sales. You place your advertising for results-oriented results and in different places. So I don’t know what kind of advertising they get. I can tell you that the CBS Evening News with Dan Rather is trailing in the ratings anyway. Last Friday, Rather got a 1.6 rating in Chicago. NBC and ABC had the mid-fours respectively. Maybe one of the networks had high threes.
So I think this has probably been a concern for a while. If you want to know the truth, my guess is that the, if you want to get into the strict upper tiers in management at Viacom/CBS, what to do with Dan Rather has been on their minds for quite a while and I think he’s announced his retirement or somebody said he’s going to leave in the spring. The days of the networks being identified by an anchor that personifies the network are probably over when these three fly the coop — another sign of how things are changing.
But as to the bottom line, you would expect so. It’s the long way of saying, “Yeah, you would expect it to be a primary concern, but when it comes to these news divisions there’s a little slack that’s extended there because there are so many other divisions to make it up.” In other words, a lot of companies would look at the news division as a “loss leader.” You know, for the longest time — I don’t mean anything personal about this, but let me show you how this loss leader stuff work. Larry King, when he had his overnight mutual radio show, was a loss leader. By a loss leader, what he meant was there’s no advertising overnight.
Everybody was in bed is and so Mutual that ran the networks at that time told stations, “If you want Larry King, you’ve got to run our newscasts in the daytime where our commercials are heard,” and so Mutual made their profit actually with their daily news casts, not with King. You could say King generated it but not with his program. So they lost money in the six hours King was on; they made it back in the earlier part of the day: loss leader, and a lot of that I’m sure is happening with the CBS News division. It’s a loss leader for the rest of the network, and at some point they’re going to want to change that, too. We’ll just have to wait and see. All this will shake out in due course and it won’t be that long. We’ll know…uh. I think we’ll know how this is going to turn out, ummm…before Martha Stewart gets out of prison.
END TRANSCRIPT


*Note: Links to content outside RushLimbaugh.com usually become inactive over time.<BR><B>The New Media Zeroes in on Dan Rather’s Phony Documents Host at CBS…</B>
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<*ICON*>Your Resource for Combating the Partisan Media, Liberals and Bush-Haters…
<a target=new href=”/home/menu/fstack.guest.html”>(…Rush’s John F. Kerry Stack of Stuff packed with quotes, flips & audio!)</a></span>

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