Lesson today's TV hosts could learn from Johnny Carson

By SAMANTHA ETTUS
Scripps Howard News Service
27-JAN-05

Johnny Carson was the source of laughter in millions of homes each night. His charm, boyish grin and sense of humor allowed him to connect in a unique and indelible way.

He helped us make light of current events and was credited by many comedians, including Bill Cosby, Jerry Seinfeld, Drew Carey and Ellen DeGeneres, as the man who launched their careers. By offering them a seat on his couch, he gave these and others a start in the unforgiving world of live comedy.

Carson was a singular individual, both in the world of talk shows and the world of celebrities. But this leads us to ask: What made Johnny so special, and is there anyone out there now who's like him?

In his professional life, Carson was hardworking and obsessed with his craft. Colleagues knew his car would be the first to arrive each morning in the studio lot. He was diligent, committed and always willing to take a chance on new talent. He readily juxtaposed diverse guests, including non-celebrities. None of the current late-night shows comes close to such boldness. These days, late-night is completely celebrity-driven. From Leno to Letterman, they are unwilling to jeopardize their ratings by taking risks, and they view the booking of non-celebrity guests as a perilous gamble.

Despite his easy, affable on-air persona, Carson would have been a fish out of water in today's celebrity-crazed world, mainly because he refused to live in the fishbowl. To friends and family, Carson was an intensely private man. He referred to himself as shy, and he relished the tranquil moments out in his boat. His personal time was personal, and he spent it away from "the business."

We knew little about him except that he loved to play tennis and he loved his job. This clear division between his professional and personal lives enhanced his allure and heightened our fascination with him. Carson was captain of the joke, a master entertainer. If he had invited us into his personal life, it might have spoiled our fun. And his.

After he left "The Tonight Show" in 1992, Carson pretty much disappeared from public view, as evidenced by the dearth of photographs of the aging star in retirement. He wanted to remain young in our eyes, and he succeeded. The personal Johnny Carson was never ours _ and he intended to keep it that way.

Conan O'Brien and his present and future Hollywood cohorts absorb at least two lessons from Carson: Take a chance on the new guys _ the rewards are far greater than any risks. And just because you enter our homes each night doesn't mean you should let us into yours. In many ways, this last lesson is one that all celebrities could use in their own brand management.

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.)

(Distributed by Scripps Howard News Service, http://www.shns.com)