"I worry about CNN more than I do about CNN.com."
That's the quote from Time Warner CEO Richard Parsons, offered during a London media conference last week as he held forth on the subject of his company's "entire portfolio" (Also: AOL is in "a good track." While Time is...well, okay: "...they are going to be around for a long time, but they're not going to grow like they have in the past..."). According to Ad Age, however, his opinion on the cable news network "border[ed} on pessimistic."
Ad Age cites a number of reasons for CNN's website having better footing than the network:
- Ratings: While the network's been in a four-year overall ratings decline, the website continues to grow, "with unique users up nearly 25% to 26 million in April compared with the same period last year."
- News is breaking more effectively online. Says Eric Bader, of MediaVest, "Almost everybody across pretty much every economic and age demographic learns of breaking news online, increasingly on mobile."
- Opinion content brings in more viewers than news. "In the new news landscape, an influential blogger's opinion can carry as much weight as a New York Times editorial, and Fox News has become adept at adopting a strong point of view, much like talk radio has done for years. That's led viewers to treat the cable channel more like radio, a companion throughout the day." TRANSLATION: Whereas, in cyberspace, no one has to hear Lou Dobbs scream.
- Ad revenue. "Since 2003, CNN's cable revenue has dropped 11%, from $424.2 million to $378.5 million in 2006, while digital revenue has nearly doubled, from $34.8 million to $71.4 million, according to TNS Media Intelligence." And if you are the Time Warner CEO, you like the online side of those numbers.
Of course, Ad Age has only scratched the surface of what makes CNN's web presence superior to the TV channel. An "informal study" (read: undertaken at various happy hours/illicit "fight clubs") conducted by Eat The Press came to the following conclusions:
- CNN's website produced 64% less retinal bleed than the Situation Room.
- "Screengrab humor" derived from website tends to be more esoteric than similar content pulled from the television, and attracts a more affluent, "upscale" demo.
- CNN website capable of placing political opponents on equal footing without the use of steppy-stools.
- CNN website never asks us to "raise our hands," and doesn't judge us if we do.
- Regardless of whether it covers Paris Hilton or not, website doesn't act like it deserves some kind of award for doing its job.
- Website allows viewers to freely "give a crap" about the I-Reports.
- CNN Website offers viewers important warnings of immediate threats, such as the existence of "Larry Birkhead Tuesday" on Larry King Live. Fewer lives will be lost, and fewer families torn asunder as a result.
These are all powerful qualities that favor CNN's online presence. However, it is worth noting that the CNN network is still aces at allowing one to experience the full brunt of Jack Cafferty's curmudgeonly brilliance. One day, perhaps, we will be able to directly download his bottomless disapproval.
RELATED: CNN the TV Channel Is No Match for CNN the Website [Ad Age]