CNN October Ratings Reaction

As the media world continue to talk about the recent poor form in the ratings by CNN, the LA Times' has been looking at not only the poor ratings, but how it factors into the on-going opinion over journalism argument.  The author of the article, Matea Gold, also touches on the recent spat between the White House and Fox News, although ultimately, the piece makes pretty poor reading for CNN executives.  Gold writes;

Still, after crowing about its ratings victories last year, CNN is now in the awkward position of trying to explain why its declining audience is not an issue.

"We are not going to try to boost numbers during fallow news periods by running cartoons, as our competitors do," Klein said. "We're going to cover the news and we'll attract an ever more loyal audience as the result of it."

"They are in a completely different business than we are," he added. "We are not putting out the same product as they are. And we shouldn't be compared to them on that account."

Rival executives scoff at that assertion. Newscasts dominate the daytime lineup of MSNBC and Fox News, whose Bret Baier and Shepard Smith anchor news programs that ranked among the top five most-watched cable shows in October.

"Jon's correct: It's unfair to compare CNN to Fox News," said Fox News spokeswoman Dana Klinghoffer. "Based on his network's dismal ratings, it's more accurate to compare CNN to the G4 channel."

And CNN hosts don't all eschew opinion: Lou Dobbs has drawn protests for his comments about illegal immigrants, while Campbell Brown occasionally does her own commentaries. Last week, she chided the White House for criticizing partisanship on Fox News but not on MSNBC, adding: "Some of us like my colleagues here at CNN are still trying to do journalism."

That attitude infuriates CNN's competitors.

"Our guys do have a point of view in prime time, but they base everything on research and facts and they're smart," said MSNBC President Phil Griffin. "If they're going to carry this so-called flag of news, why don't they do it? They've got one foot in and one foot out, and I think that's why they're struggling."

Read the full article here.