Obama’s TV Appearance Nod to Lagging Power of Newspapers

by lisa ~ March 19, 2009

 It’s clear that Pres. Barack Obama’s appearance tonight on “The Tonight Show” is an attempt to reach a broad spectrum of Americans. While the president is definitely dragging the Oval Office into the 21st century with his weekly video chats, Web sites, and Twitter account, it seems that this decision says more about the decline of newspaper readership than his appreciation of technology.

Although presidential candidates make the rounds of morning, daytime, and late night talk shows in an effort to attract popular support, this interview is largely unprecedented. (Contrary to many published reports, John F. Kennedy was actually the first sitting president to appear on late night TV.) However, Leno was a natural choice once the president’s advisors made the decision was made to put him on late night TV. Known for his easy-going interviewing style, host Jay Leno is expected to throw out softball questions about Obama’s $787 billion economic stimulus package and other current events.

The Dallas Morning News laments Obama’s talk show gig. “We don’t quibble with Obama’s other efforts to modernize communications and soften the presidency’s crusty edges” but he “risks demeaning the Oval Office,” it said in an editorial.

While I question his comic timing, I believe Obama will effectively get his messages across to people who are unlike to read The New York Times or watch a prime-time address. After all, the Huffington Post refers to him as “Franklin Roosevelt 2.0″

Although depressing, it’s a fact that most Americans - particularly those who qualify as Generation X and younger - get their information in electronic, not printed, format. Furthermore, TV news programs are certainly limited in their reach. Who will be watching on March 22 when the president’s interview with “60 Minutes” is aired? Largely older and wealthier folks - not Jay Leno’s typical audience, that’s for sure.

To see the complete Morning News article, “Editorial: Obama’s risky Tonight Show appearance,” click here:  http://www.dallasnews.com/sharedcontent/dws/dn/opinion/editorials/stories/DN-obamaleno_19edi.State.Edition1.23c9517.html

Lisa Tibbitts (Lisa.Tibbitts@Me.com) is a New York-based corporate communications professional with an MBA in marketing. Follow her on http://twitter.com/FinancialPR.