Tag Archives: St. Louis media

The ‘best’ and ‘worst’ of KTVI Tim Horton’s coverage

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.

St. Louis media notes

St. Louis TV stations need to be more honest with their viewers. Frequently, they present stories as new that are actually a day or more old. The latest example occurred on KSDK (Channel 5) at noon on June 18. The story was about an incident the day before when two planes began taking off at the same time at Midway Airport in Chicago. Fortunately, a collision was averted. One report said the planes were within 2000 feet (nearly four-tenths of a mile) when they stopped after aborting their takeoffs. But anchor Kay Quinn read, “We have new information at this noon hour about just how serious a near disaster this was.” However, she provided no information that hadn’t aired on the news the night before. Nor did she give any indication as to “how serious it was.” She did not even tell viewers how close of a call it was (or wasn’t). Repeating the story is not the problem. Every station repeats many stories because of all the time they have to fill. The problem comes when viewers are deceived by “sensationalistic” and inaccurate writing.

Channel 5 also needs to show better judgment when severe weather strikes. The station tends to preempt programming any time there is a tornado warning. Sometimes, even severe thunderstorm warnings preempt programming. Earlier in June, meteorologist Mike Roberts said on the air that only about 450 people were potentially impacted by a tornado warning far south of the metro St. Louis area. Yet the station stayed on the air live for more than a half hour. There is no reason for this. It was not even a confirmed tornado, just indicated as a “possible” tornado by Doppler radar. Putting the information at the bottom of the screen will suffice. If many people might be impacted by a tornado, it is appropriate to stay on the air. It has to be a case by case basis. Channel 5 has gone too far. Here’s an idea. Stream weather live to the Internet so that anyone potentially impacted can watch at KSDK.com or on their mobile app. Everyone else can watch the regularly scheduled programs while staying updated with the information at the bottom of the screen.