What’s wrong at CNN

Sam Feist leads a tour of a debate stage Oct. 18, 2011. | AP Photo

CNN is registering its lowest ratings since the first Gulf War. | AP Photo

Feist, who oversees all of CNN’s political coverage, insists that the network does have a strategy.

“Our editorial direction is clear: we are the only U.S. cable news organization committed to worldwide newsgathering and reporting a broad range of stories without picking sides,” he told POLITICO.

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CNN’s struggles are most notable in primetime, where the problems are myriad. Anderson Cooper, once known for intrepid reports from disaster zones, now makes his most notable contributions to the following day’s news with a humor segment called “The RidicuList,” which has occasionally caused him to break out in uncontrollable fits of laughter. Part of the reason for the show’s waning relevance is that he now divides his attention between CNN’s “Anderson Cooper 360,” a syndicated “Oprah”-like daytime talk show, and CBS’s “60 Minutes.” One staffer even referred to “AC360” as “Anderson’s third job.”

The newer faces on CNN’s primetime lineup are former CNBC anchor Erin Burnett and British television host Piers Morgan, both of whom have yet to find their footing at the network. Burnett, who thrived as part of an informal, ensemble show at CNBC, now anchors an hourlong show off the teleprompter that only occasionally focuses on her actual beat, which is the financial sector. Morgan, who replaced Larry King in 2010, often comes across as knowing little about the state of the national political conversation.

“You watch Anderson Cooper and you don’t know if it’s his daytime talk show or CNN,” Adgate said. “Piers Morgan is not Larry King. He doesn’t have the guests, he doesn’t have the cachet.”

With the exception of “The Situation Room with Wolf Blitzer,” CNN is also not as dedicated to the daily grind of American politics as MSNBC, which over the past nine months has covered — or, CNN would say, analyzed — almost every story through the lens of the election year.

MSNBC may not offer as much reporting — Steve Friedman, an executive producer there, recently described cable to The Huffington Post not as news but as “programs about the news” — but in spite or because of that fact, it still retains the audience of political insiders.

“The media mavens, the people who watch the news all day long, they’re not watching news, they’re getting opinion,” Adgate said. “Maybe they’ll tune into CNN if there’s a plane crash.”

As the general election gains momentum, CNN will likely renew its dedication to campaign coverage, and the primetime lineup will increasingly come to resemble extended versions of “The Situation Room,” as they did during the primaries and as they did in 2008, when CNN had more viewers on election night than any other channel on television. With King’s departure, Blitzer will already retain the third hour of programming it had then.

But there is a growing fear that in the interim period — the so-called halftime — as viewers continue to align with MSNBC on the left and Fox News on the right, they will forget to return to CNN when the general election picks up momentum.

“People have already made up their mind about where they’re going to watch the election,” Adgate said.

“If they’re not watching you before the primary night, they’re not going to come to you on primary night,” said one media executive.

For his part, Feist remains bullish on CNN’s political coverage. He even believes that Americans are starting to resist the partisan analysis provided by MSNBC and Fox, citing a recent Pew survey that identifies independents as the fastest-growing political group in the country, at 38 percent.

Feist explains CNN’s role in the current media environment in sports terms. If you’re watching a game between the Red Sox and the Yankees, he asks, don’t you want a non-biased sportscaster covering the play-by-play?

“There are a lot of people … who are baseball fans. They don’t cheer for the Red Sox or the Yankees, they just cheer for baseball,” Feist told POLITICO. “They want to get their coverage straight. They don’t want coverage of the game colored by the fact that their announcer has taken sides.”

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