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The Most Trusted Name In News

In news, trust is everything. But who ya gonna trust? In the end, we trust people we know. People who trust us.

Funny, Jon Stewart scores higher than traditional news anchors in a recent Gallup poll that measures trust. To their credit, the folks at CNN are now playing along and laughing at themselves, too. Looking more like the cast of The Office than crusty old news anchors, the most visible personalities of CNN—Lou Dobbs, Wolf Blitzer, Anderson Cooper, Christiane Amanpour, Paula Zahn, and Dr. Sanjay Gupta—poke fun at themselves in a new series of commercials that shows them without their tv faces on. These ads are like a series of sitcom episodes of the behind-the-scenes goings-on at CNN. In a most personal way, by parodying their foibles that regular viewers know so well, the talking heads at CNN become more, well, human. They're so good these commercials are worth watching.

With this major departure from the paternalistic approach of traditional news networks, CNN gains trust by not treating its audience like children who don't know what's going on. The new commmercials use the tagline "The power of CNN under your command" to position their viewers as trustworthy enough to be in control. Are these guys crazy? Yeah, crazy like a fox. "We Report. You Decide." Only more clever.
Posted by abnu on Tuesday, November 23, 2004 @ 7:21 AM [ + ]

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