OLD Media Moves

Don’t talk down to your audience

March 15, 2012

Posted by Chris Roush

Fox Business Network anchor Lou Dobbs was interviewed by Bob Considine of The (Newark) Star-Ledger on the one-year anniversary of his move to the network.

Here is an excerpt:

Q. So you have reached your first anniversary at FOX Business Network after 28 years at CNN. How are you liking the transition?

Well, as obvious as it is to our viewers, I am having the time of my life covering these subjects that are so critically important to the country and to all Americans. This is a historic and, I truly believe, pivotal moment in American history. The show focuses on the political economy and we bring deep analysis to the issues that are sometimes ignored in the national media. It’s been a couple of years since I left CNN and it is so small in my rearview mirror, I don’t really think about it. I’m at the place that I want to be, working with the people I wanted to work with for some time. These are the greatest people to work with and obviously the audience understands that and demonstrates that.

Your show does not compromise in weaving deep into policy issues. Have you ever been tempted to dumb it down a bit to attract a bigger audience?

I have never in my entire career talked down to an audience. When you cover business and economics and public policy in the way my colleagues and I do each evening, you are invariably talking to people who know more about the various subjects than we do. The audience doesn’t have to have their intelligence insulted or dismissed. But I think you’re quite right in that the national media tend to want to do precisely that. The media at large does that too often. But my job is to make sure in that hour we keep focus on the issues that matter most and respect our audience to understand and be curious of the issues. That also goes for the people who watch our show who are making public policy in Washington.

Read more here.

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