Mark Graham for The New York Times
Dan Rather, 72, was in Dallas recently to coax more viewers to watch "The CBS Evening News" and the network's local affiliate, KTVT.
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At 72, a Dogged Rather Is Not Yet Ready to Yield
Published: November 30, 2003
(Page 2 of 2)
In the bottom-line calculus of television news — ratings and profits — the answer is not particularly encouraging. Mr. Rather's newscast is not just third, but a distant third. For example, for the week of Nov. 17, Mr. Rather drew an average of 8.1 million viewers nightly, according to Nielsen Media Research. Mr. Brokaw drew 11 million viewers and Mr. Jennings 10.5 million.
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Despite his whirlwind of activity, Mr. Rather understands that his future — at least in American living rooms every weekday evening — is ultimately out of his hands, and instead in those of Andrew Heyward, the president of CBS News. "I have no illusions," Mr. Rather said. "The second he thinks there's somebody who can do it better, I'll be out of there, and I ought to be."
Mr. Heyward, a former executive producer of "The Evening News" who first worked with Mr. Rather more than two decades ago, said he did not want to comment on the future.
"We have announced no timetable for a transition," Mr Heyward said in an interview. "When that day comes, and we're not speculating on when that will be, I'm confident Dan and I will work on that together."
"Dan is going to be at CBS News for many years to come," he said. "No matter what, he would make a transition to some combination of `60 Minutes' and `60 Minutes II.' "
For all the emotions in play, including the contention by some on the right that Mr. Rather is too liberal, any move to replace him could ultimately be a business decision, aimed at capturing more viewers in the 25- to 54-year-old demographic. (Each of the network broadcasts is still estimated to generate $100 million or more in annual advertising revenue.)
"I think the consensus of the affiliate body is that when the right time comes, CBS News is well prepared to name a successor for Rather, with a lot of good talent on the bench," said Bob Lee, the president of WDBJ in Roanoke, Va., and the chairman of the CBS affiliate board.
While saying he was enthusiastic about the reporters most frequently mentioned as potential successors — including John Roberts, the network's chief White House correspondent, and Scott Pelley, a correspondent on "60 Minutes II" — Mr. Lee said that holding off such a decision could only serve to season them.
"To my knowledge, no one is pushing for that to happen right way," Mr. Lee said. "Nor does anyone believe that would catapult the evening news into second or first place."
In deciding when to make a move, executives at CBS, which is owned by Viacom, must weigh several variables. Arguing in Mr. Rather's favor is that his ratings, however low, have largely held steady since last year. And if left in place, he might even gain ground after Mr. Brokaw yields his chair to Brian Williams. On the other hand, going up against Mr. Williams early on might be of benefit to Mr. Rather's successor, as well.
Mr. Rather may not be the favorite on television, where he can come off as tense and remote. But there is no doubting the connection he has among younger reporters and producers as well as the public, in settings where his emotions (laughter, and surprisingly, lots of tears) are given free rein.
Arriving at the station in Dallas after 10 a.m. — nearly 40 years to the day when Mr. Rather, then a CBS correspondent in the Southwest covering President John F. Kennedy's visit to Dallas, gave witness to the events that followed — he poured coffee in a plastic cup and then walked around the newsroom for nearly an hour.
"What are you working on?" Mr. Rather, who had as mentors such legendary CBS broadcasters as Eric Sevareid, asked Jack Fink.
Mr. Fink, a 35-year-old reporter, described a forthcoming piece about the potential for terrorists to conceal bombs in cellphones and laptop computers.
"I don't want to step on toes," Mr. Rather said, "but if you've got a copy of your script, I'd love to see it."
Mr. Fink looked stunned.
Indeed, Mr. Rather was so disarming that Tom Doerr, the station's news director, could needle him about strengthening the lead-in that "The CBS Evening News," which is broadcast here at 5:30, provides for the station's 6 p.m. local newscast. Both are ranked No. 3 here.
"We're really counting on you," Mr. Doerr said.
"Actually, we're counting on you!" Mr. Rather said, before needling Mr. Doerr about the lead-in that the national broadcast receives from an earlier local newscast.
Later, at the advertisers' lunch, Mr. Rather shook nearly every hand and was almost playful at times.
"In case you haven't noticed, we're in awe," one woman said.
Said Mr. Rather, "I bet you tell that to all the reporters."
After having his photo taken with Mr. Rather, J. Wesley Harrison, president of Allen Samuels Chrysler Dodge Jeep in Fort Worth, said he felt proud to advertise on a station associated with him.
"His casual, conversation-type speech, that's something you don't see when you watch him do the newscast," Mr. Harrison said.
Asked about Mr. Rather's age, Mr. Harrison, who is 10 years his junior, said he had no qualms.
"It's all right," he said. "He still can communicate." |
