St. Louis television viewers watching KTVI Channel 2 were recently given two sharply different versions of the opening of the area’s first full-sized Tim Horton’s in the St. Louis suburb of Maplewood.
Covering the opening of the first location of the chain is appropriate, but in terms of good journalism, Channel 2 provided “the best of times” and the “worst of times” with its coverage.
Horton’s is a Canadian chain that sells coffee and pastries and other food items. Staking a St. Louis area foothold with its first store at 7468 Manchester Road in Maplewood was a legitimate news story.
On the night of June 22, during the 9 p.m. newscast, Channel 2 anchor Mandy Murphey did a solid story on the event. She asked questions about Horton’s business strategy and how the company planned to compete against organizations like the St. Louis Bread Company. Murphey offered a thorough report.
But a day later, Channel 2’s Lisa Hart offered what seemed to be a commercial for Horton’s during the 11 a.m. newscast. Her first question to the Tim Horton’s representative Tina Bryan was “What makes Tim Horton’s so great?” Journalism? No. There are many people who don’t think it is such a great brand at all. But the softball question let Bryan do a full-blown commercial.
Bryan took advantage of Hart’s questions with lines like: “There are a lot of things that make Tim Horton’s special,” and “We have such a wide breadth of menu items.”
At one point, Hart said that she loved the donut she was eating. Hart acted more like a Tim Horton’s cheerleader than a reporter. She said at another point, “You’ve got everything. It’s so great.”
While she did ask about Horton’s future plans (opening 40 stores in the St. Louis area), she failed to follow up with any questions of depth or corporate strategy such as “Why St. Louis?” or “Why 40 locations?” There were no questions posed about other competition in the marketplace from outlets like Dunkin Donuts or Starbuck’s.
Hart could have asked questions about obesity and the calorie-heavy ingredients contained in Horton’s products, but she didn’t.
While covering the Horton’s opening was newsworthy, what Hart did was not “news.” Her report appeared during what’s supposed to be a news show. But it was more appropriate for a program filled with feature content like “Show Me St. Louis,” the weekday, 10 a.m. offering on Channel 5. People often pay for their stories on “Show Me St. Louis,” and that fact is disclosed in a general way at the end of each show. “Show Me St. Louis” is a feature program not a newscast.
Channel 2 news managers have an opportunity for improvement among their reporters by comparing the two stories. Murphey showed how to do it right as a journalist. Hart showed how to do it wrong, making a commercial pitch during what’s supposed to be a newscast.