The March to Irrelevance

I am one week away from a day I've been dreading since I became aware of the importance of demographics in the life a TV news director.

We-Who-Run-Newsrooms live and die (get fired) based on the number of people ages 18-49 or 25-54 that watch our newscasts.  Those ratings are figured every February, May, July, November.

Next Wednesday, I will no longer matter, according to Nielsen, the company that determines who watches television and when.

I will be 55 years old.  And I'm not alone.

I have more disposable income than I did at 18.  More than I had at 25.  More than I had at 35.  I have more buying power but the Powers-That-Be who determine my professional fate.  Still, they say I'm too old to matter.

I say, "Hold the bus headed the old folks home."

I'm still here, I'm still buying stuff.

Most of the time with cash!

I want a new kitchen and a deck and I want to turn my unfinished basement into a Man Cave for John.  He wants a pool table.

Don't stop paying attention to me, retailers.  I still matter.

I'm not the only one who thinks this way:

"...the current state of media evaluation and advertising targeting is dominated by a fundamentally flawed, and increasingly anachronistic, age-based process. This process is resulting in the misallocation of billions of dollars in media expenditures and in an imbalance in the programming mix of the media."

It's time for Nielsen to realize that 55 is the new 47.

Tip of the hat to the Pitch!

It's sweeps month. We give you a different reason to yell at your TV during the local news:

The days of KCTV Channel 5 busting dudes who have set out to bang underage kids? They’re likely over.…

[ Read more ]

Finish strong!

One day left of the May book and my first year at KSHB is drawing to a close.  I am so incredibly proud of the effort put forth by the team!  Today, for instance, we needed some help from the engineers and they didn't even blink.  The entire news department has endured even more changes as we unveiled a new web design today.  And we did it all sans the five open positions, soon to be filled, in news managers, assignment desk, producer and MMJ.

Every day of the sweep, our folks worked hard to find stories not to be seen anywhere else.  It's a marathon and a sprint and it is hard to maintain the pressure. 

I'm so pleased to report that in almost every newscast, we are up, year to year.

We can't/won't let up.  On to July!

Buh-bye Leno Lead-in?

The NYTimes reports that Leno will soon be moved to after the late news -- a story that is the best yet of 2010!