TJ Walker (host) argues that media success depends on consistency: long-running hosts build audience relationships, while frequent host turnover (as alleged at ABC's The View) undermines viewer loyalty. He uses Barbara Walters/The View and Roger Ailes/Fox News as examples, then advises creators (YouTube channels, corporate pages) to publish regularly and use consistent on-screen voices to build audience trust.
Chapters
There are published reports that allege that Barbara Walters is not happy with how ABC is treating the show she created. The View. The View has been highly, highly rated, was a huge success for abc. Barbara Walters, of course, the the co creator, the producer and the host for many years. She has now essentially retired. But the alleged criticism is she's saying they're ruining the show by having this cast of characters who come in and out and everyone's go in a year. And so much of the coverage of the show is about the behind the scenes fights and debates. And I think she's on to something. Many people have talked about Roger Ailes in the last year in his demise at Fox News. But one of the smartest things I believe Roger Ailes ever did is simply realize it takes time for an audience to build a relationship with a host and for a host to build a relationship with an audience. You look at the biggest successes at Fox, whether it is Sean Hannity, whether It is Bill O'Reilly, whether it's the morning show. For the most part he hasn't changed any host and you can say, well, that's why the average age is 83 years old watching. But they are number one in the ratings for cable and they have long term relationships. People like that stability. They like knowing I tune in at 8 o', clock, I'm going to get Bill O'Reilly's View of the World. If you tune in to ABC's the View, what are you getting that's consistent? It seems like a cast of musical chairs. Now, Barbara Walters is too much of an old pro to publicly criticize. So through a spokesperson she said, oh, everything is great with the show. And she continues to call up three times a week and give advice. But I think she's back channeling her criticisms and I think it's valid. So how does this relate to you and me? Whether it's your own individual YouTube channel, whether it's your own corporate Facebook page or blog or video, it's about consistency. Speak to people on a regular basis. Use the same face. Doesn't mean you can't have new people. But don't do two videos. Do nothing for six months. Do another two videos. Put your face out there regularly. Create content on a regular basis. Don't just pick a new corporate spokesperson every month. Use regular voices, let them speak out regularly to build a relationship with an audience. Do that and you might not have as long and as successful a career as Barbara Walters, but you're on the right path.
