“People are craving a trusted, fact-based news source,” says Norah O’Donnell
“Tim would be so proud,” the note read. O’Donnell said it brought her to tears. It also reminded her of how Russert, her first boss in TV news, influenced her work ethic.
The audience also is getting older: The three programs have 4.7 million viewers in the 25-to-54 age group that advertisers target when they buy commercials, down 5% from a year ago. According to data from Kantar Media, the three network evening newscasts took in $518 million in ad revenue in 2018, a 6% decline from 2017.
Colleagues at CBS News and her former shop, NBC, believe O’Donnell is a hard-driving personality who will bring a competitive edge to the network’s evening news operation, which has been adrift for several years. “Norah is pretty fierce,” said one co-worker who spoke on the condition of anonymity. “She’s going to be aggressive and want to go after big interviews.”
After graduating from Georgetown, O’Donnell began her career writing for the Washington newspaper Roll Call before joining NBC News in 1999, where she covered Congress and the White House. She moved to CBS News in 2011 to become chief Washington correspondent and a year later was named co-host of “CBS This Morning.”
in the mid-1990s. The change resulted in the programs airing on stations with weaker local news lead-ins in major markets such as Atlanta, Dallas, Cleveland and Detroit, a disadvantage that shows up in the ratings decades later.Cronkite’s successor, Dan Rather, was forced to leave the broadcast in 2005 over his disputed reporting on former President George W. Bush’s military service.
O’Donnell, looking fresh and camera-ready for a run-through just hours after undergoing a colonoscopy, went over the script and suggested ways to emphasize any original reporting CBS News correspondents brought to the stories.
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