September 28, 2004

LOOK WHAT HAPPENS WHEN YOU LOSE CREDIBILITY: Your ratings collapse:

Dan Rather’s ratings in New York continue to tank in the wake of the fake-documents scandal.

The “CBS Evening News” averaged 160,000 viewers last week on WCBS/Channel 2 — down from 231,000 viewers the week before.

Rather apologized for the National Guard documents debacle on the Sept. 20 newscast, and his numbers actually rose the next two days, reaching a high of 241,000 viewers Wednesday.

In the week before Rather’s on-air mea culpa, viewership was off a staggering 49 percent.

The numbers spiraled downward since Wednesday, with Thursday’s “Evening News” pulling only 140,000 viewers on Channel 2, and a measly 108,000 viewers Friday, according to Nielsen numbers.

No wonder Big Media folks aren’t overjoyed with the blogosphere this week.