Re: Bruce Schwoegler

[Donna Halper <dlh@donnahalper.com>]

What mystifies me is a quote in the Boston Globe attributed to Ed Goldman,
who said basically that even if people complain about Bruce being demoted,
the decision has been made and people will have to get used to it.  While I
realise GMs have to make tough decisions, somehow I fail to see how moving
one of your most popular personalities to a less visible shift will win you
more viewers. 

Is there perhaps a little age-ism here too?  I mean, Jack and Bruce are not
kids anymore, and WBZ-TV wants those desirable younger demos that they
think they will get from the Rosie O'Donnell Show...  this whole
demographic issue is one that advertisers need to seriously re-define.  The
entire population is aging, as we have said on this list numerous times,
but today's 50 year old is more likely to enjoy rock than  to be in a
rocking chair... younger demos?  I think people like Bruce are ageless--
they have credibility, and even my Emerson students (who are in their early
20s in most cases) find him very likeable...  Just because an anchor is
getting older does not mean he or she can no longer  attract younger
demos... it's all in how the anchor presents him or herself, and how the
newscast is done.  In the Globe interview, Mr Goldman was talking about
adding more lifestyle features and celebrity news.  Donna says
EEEEEEEEEEEEEEEEEEEEEK!!!!!  

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