WSJ, "The Small Screen," by Joe Flint
Tabloid-Style 'Larry King Live' Is Losing Viewers and Credibility
March 15, 2006
It has become increasingly clear that Larry King's best days at CNN are behind him.
Never known as a particularly deep interviewer, Mr. King at one time managed to land important politicians and newsmakers, giving his program some journalistic value. Today, though, the veteran host seems more interested in celebrities and crime, diminishing not only his own reputation and influence, but that of CNN as well.
And it shows in the ratings. The veteran host has seen his audience decline substantially in recent years as viewers gravitate toward more aggressive programs such as Fox News's "Hannity & Colmes." Fewer than one million people tune in each weeknight, on average, for "Larry King Live," according to Nielsen Media Research, down from 1.5 million three years ago. That's far behind "Hannity & Colmes," which leads cable news networks in the 9-10 p.m. hour with almost 1.6 million viewers.
And the viewers who remain part of the 72-year-old Mr. King's audience tend to be older (65, on average), and less wealthy (with a median income of $40,000), numbers that hold little appeal for advertisers intent on reaching younger, more-affluent consumers.
Mr. King's celebrity-oriented show also feels awkward sandwiched between Paula Zahn and Anderson Cooper's newsier programs. While neither of those shows is likely to invoke memories of Edward R. Murrow's "See It Now," both look like PBS documentaries next to Mr. King's hourlong softball fest. "His topics don't fit the rest of CNN," says Andrew Tyndall, an independent television news analyst. "He breaks up the entire flow of the evening."...
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