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January 9, 2008
Ah, so this is Channel 13's strategy


Channel 13 morning new anchor Chris Burrous will be the guest speaker at the monthly meeting of the Public Relations Society of America, Sacramento chapter, on Jan. 24.

But - all due respect to Burrous - that's not the interesting part. Here's what the organization sent to members concerning the subject of his talk:

Chris Burrous, anchor and executive producer of the CBS-13 Morning News, will reveal the secrets. We'll also learn how his team has managed to successfully - and purposefully - driven away some viewers, why that's good for KOVR and how you can benefit from reaching a more targeted audience. CBS-13 Morning News continues to climb in the ratings locally, and has received national attention for its ruthlessly efficient effort at building a show watched by only the most attractive demographic.

Two things:

1) Driving away people as a strategy? Why hasn't anyone else thought of that?

And which demographic isn't "attractive"? (We suspect it's anyone over 17.)

2) Channel 13's morning news ratings are rising? Let's consult the November sweeps numbers: At 5 a.m., Channel 13 is last, with a 1.0 rating. At 6 a.m., Channel 13 is fourth out of five (Fox40 is last), with a 1.4 rating.

Want to attend the lecture? It's at the River City Brewing Company (545 Downtown Plaza, Sacramento) at 11 a.m. on Jan. 24. Cost: $30 for members, $35 for nonmembers.

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