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Industry: Email Alert RSS FeedCULTURE POP: SPOTLIGHT ON: THAT 'TODAY' GIRL NEXT DOOR
Advertising Age, July, 1998
KATIE RATES: Katie Couric's new contract reportedly gives the "Today" show co-host membership in the $7 million club, alongside NBC's Tom Brokaw, ABC's Peter Jennings and Diane Sawyer, and CBS' Dan Rather. So how does NBC's morning pixie stack up against her journalistic peer group? Actually quite well.
A survey of heavy weekday news viewers ranks Ms. Couric on key attributes such as likability just below the much-loved Mr. Brokaw and Ms. Sawyer, on par with Mr. Jennings and ahead of Mr. Rather. Katie's also seen as more trustworthy than Mr. Rather and just about as trustworthy as the rest of the multimillionaire pack. She and Ms. Sawyer also share a trait the network news anchors all lack, perhaps a result of the blending of news and entertainment on programs such...
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