A Rather sad ending

By SAMANTHA ETTUS
Scripps Howard News Service
10-MAR-05

This week marked a milestone in network news as Dan Rather retired from his role as the nightly anchor at CBS.

In many ways, Rather, NBC's recently retired Tom Brokaw and ABC's Peter Jennings have come to define their networks.

Until the recent recognition of a growing threat from cable, broadcast networks neglected their brand identities and relied upon the consistent presence of their anchors to attract loyal viewers and feed interest in other network programming. Those days are quickly coming to a close, marking an appropriate time for us to take a look at these three icons.

Tom Brokaw

As the face of NBC for more than 20 years, Brokaw is considered the golden boy of journalism. A bit more rugged than Rather and Jennings, Brokaw hails from South Dakota and was the All-American trusted family man Americans welcomed into their homes each night. With the network's blessing, Brokaw was permitted to groom his successor, Brian Williams.

This made for a seamless transition when he retired last December, and allowed him to set his sights on the next chapter of his professional life. To this end, Brokaw capitalized on his brand to boost a successful career as an author. A known history buff, Brokaw's books represent an ideal brand extension. In addition, Brokaw has traded on his reputation to become a much-sought-after speaker for commencements and other large gatherings, and he will also be producing documentaries for NBC as part of his post-retirement contract with the network.

Tom Brokaw's Brand A$$$$ets

Dan Rather

After 24 years at the helm of CBS, the 73 year-old Rather exits his post in an unfortunate manner. His story is a prime example of how one significant misstep can mar an otherwise solid brand. After 55 years of success as a journalist, his legacy was damaged by a controversial story on George W. Bush's military record that aired last September for "60 Minutes Wednesday."

Though much of the blame was pinned on the producers who pitched and created the story, as the reporting anchor Rather was inevitably embroiled in the scandal. Rather has always been an emotional reporter, publicly tearing up on various occasions; nobody can forget the time he walked off the set in 1987 because a tennis match had run over six minutes into his evening news report.

Yet his periodically erratic behavior has been forgiven by most viewers, and if not for this most recent controversy, Rather might have left his career a hero. Sadly, his departure is now clouded, and the fact that his exit comes so soon after this incident suggests he is not leaving on his own terms.

Nonetheless, while the "quit while you're ahead" adage is apropos here, as an exit one year earlier would have brought accolades instead of accusations, we applaud Rather for shifting to a reporter role on "60 Minutes" rather than retiring. He surely recognizes that as quickly as a brand can plummet, it can rise again. Stay tuned.

Dan Rather's Celebrity A$$ets

Peter Jennings

Despite lacking a college diploma, Toronto native Jennings has earned a reputation as a strong, solid reporter with pretty-boy looks and a comparatively contemporary style. He stands as the last of the big three to man the nightly news.

This marks a fitting end to an era, as Jennings' brand has always been intertwined with his youthfulness. Only 26 when he first ascended to the anchor's chair, Jennings' time there was brief, as the network let him go in response to criticisms over his age. Almost 20 years later, after Jennings spent years earning his stripes as a foreign correspondent, ABC put him back in the chair. Now that his legendary competition is gone, Jennings would be wise to learn from their departures. Though he may not be ready to retire, anyone sitting in the same spot for too long will get stiff, and Jennings is no exception. He would benefit from a voluntary goodbye. Jennings should begin planning for his next move and make sure to depart with his audience still wanting more. As was the case with Rather, extending your stay sometimes leads to a diminishing legacy.

Peter Jennings' Brand A$$$ets

Remember: The most dependable road to the top is to treat your brand as your greatest asset.

(Samantha Ettus is the author of "The Experts' Guide to 100 Things Everyone Should Know How to Do" (Random House). Contact her at Samantha(at)celebrityassets.com.)