Sept. 29, 2006
 
COMMENTARY: Couric’s Success Will Unfold Like a Marathon, Not a Sprint
 
By Samantha Ettus
Scripps Howard News Service
 

Katie Couric. (SHNS photo courtesy photorazzi.com)

Katie Couric has faced intense scrutiny since she assumed the evening news anchor spot at CBS three weeks ago -- and it culminated in a headline this week excitedly announcing a ratings drop.
 
At first blush this descent from the top spot to second might appear to be a negative for Couric. But she should be relieved. Being first out of the gate is overrated, and starting on top comes with its own challenges. After all, it leaves only one place to go.
 
The initial scrutiny of Couric will not affect her future success. Given her charisma, commitment to her trade and news background, she is bound to steal market share from the other two networks and land in first place -- eventually. It will simply take time and, unlike many news anchors, she has the luxury of taking it slowly.
 
When CBS bet on Couric, it was not buying a sprinter. It paid top dollar for a marathon runner -- a career journalist with a proven track record of amassing loyal viewership. The evening news wars are a battle of the oldest kind and Couric's ratings prove she is solidly in the game. Slow and steady will win this race.
 
The initial numbers were predictably high because viewers were tuning in to watch history being made -- the first female news anchor. It was inevitable that Couric would only retain a portion of these viewers. Couric is spending this time trying new things, seeing what works and attempting to find her groove. Her critics will say that she is unsure of where she is headed, and it will take a thick skin not to let those voices affect her instincts.
 
Couric is the only threat to her own success. Paying attention to her critics will be tempting, but she must not get trapped by that Pandora's box. If she focuses on honing her talent and finding her groove, she will regain the top spot and keep it.
 
Samantha Ettus is the creator of "The Experts' Guide" series of books. Contact her at Samantha@celebrityassets.com.