Don't Blame Katie Couric -- The First Sole Female Anchor Is Not the Cause of the Low Ratings at CBS Evening News

In 1983 TV Guide asked, “Why Are There Still No Female Dan Rathers?” And if Katie Couric steps down as the anchor of CBS Evening News, we still won’t have any “female Dan Rathers.”

When Couric took over at CBS Evening News, the press was quick to add her salary and new title: a five-year contract, a fifteen million dollar salary, Managing Editor, Katie Couric was heralded as the one who would reshape CBS Evening News. CBS executives were hoping that Katie Couric would build a bigger audience, including more women and younger viewers. Now that the newscast’s ratings have tanked, the media is pouncing on Couric – and the underlying theme is that “because she is a woman”-- her anchoring stint was unsuccessful. Katie Couric made history as the first woman anchor she is also being marked as the first woman anchor to fail. John Dickerson of Slate.com, and son of former pioneering correspondent Nancy Dickerson, said that it has taken women over thirty years to get to the anchoring position because “men have always run the networks and it takes time to convince men that women can handle the task. But it’s also the audience. Networks are risk averse and putting a woman in the anchor chair is a change for viewers and advertisers who fund that crucial hour of television. People took time to get used to a female face in the position of authority.”

And it would seem like they still aren’t ready, if we jump on the bandwagon and blame the low ratings of CBS Evening News on Katie Couric’s gender. Truth is, the failure of CBS Evening News is much more complex than that.

Sure, Katie Couric fell prey to the usual intense focus on her appearance, as most women on television do. It is true that the focus on Katie Couric’s appearance was a debilitating factor, but nothing new to women in the media. As Katie Couric readied herself for her new job as evening anchor on CBS, the media was filled with speculation on how effective she would be in the job and mostly, what she would wear and how she would style, and tint her hair to move from “perky” to the gravitas personality needed to deliver the weighty evening news. A story appeared on NBC News about how a publicity photo for CBS Evening News, featuring Katie Couric, had been airbrushed to make the new anchor appear slimmer. The caption on the screen, while the anchor told the story, read “Can CBS News Be Trusted?” The controversy spurred the debate about the standards of appearance for women in television and how they differ from the standards for men. And no one ever mentioned that a photo of Charlie Gibson has been re-touched to make him appear more fit and trim to anchor the news. If anything, the press seems to dote on Gibson’s “avuncular” average man appeal. When Harry Smith, (who by the way is missing a lot of his hair – but no one seems to comment) co-host of CBS The Early Show interviewed Katie Couric about her new position and pointed to the fact that so much hype about her appearance and qualifications, Katie Couric commented, “I think there is some residual sexism, and I think women are sort of judged by different standards. But I try not to get too preoccupied by that. I think that I feel very confident in who I am as a person and as a professional.”

Other factors that contributed to the low rating of CBS Evening News include the format of the broadcast, which was radically different than viewers were used to. There was a “free speech” section that featured people commenting “op/ed” style about issues of a topic nature, and longer interviews conducted in a more relaxed, homey atmosphere Unusual for network anchors, Katie Couric offered personal asides during the broadcast. In addition, CBS also strove to create a larger web presence for the broadcast, and this effort never gained traction.

Before she made her September 5, 2006 debut as anchor of the CBS Evening News Katie Couric went on a "listening tour" of six cities. Of the listening tour, Katie Couric noted “I think face-to-face conversations with people and really getting a sense of where they are and their likes and dislike, their frustrations, is invaluable.” In addition to meeting her CBS audience in person, Katie Couric also spent her time on the road raising money for cancer awareness. Many of us who follow women in leadership and media wanted her to be a resounding success. But it sounds as though, even if she ultimately leaves the CBS Evening News before her five year contract is up, Katie Couric, has been successful. Before starting her new job, Katie Couric said that she would have regretted not taking advantage of the opportunity to be anchor more than she would regret taking it. So before you quickly write off the first woman anchor of a major network, think about the many factors that go into being successful, and resist blaming it on gender.

Nichola D. Gutgold is associate professor of communication arts and sciences at Penn State University at Lehigh Valley and is author of Seen and Heard: The Women of Television News (Lexington Books) and Paving the Way for Madam President (Lexington Books).