The decline in television, radio and newspaper news and programming deeply concerns Tom Johnson, the former president and CEO of CNN. Donât blame editors and reporters for poor quality, he says, defending his beloved profession of journalism. Take it up with the owners of the public and private companies who control news outlets. Theyâre the ones who decide what youâre getting and theyâre the ones who can fix it. Advertisers are co-conspirators. They respond to raw ratings with an obsession for the youth market, keeping news organizations from doing quality news, he says. And the Federal Communications Commission (FCC) has a role to play, too.

      It may all look depressing, but not hopeless, says Tom Johnson, who knows about depression.ÊHe battled this mental illness in secret for a quarter of a century. ÊNo more. Heâs now devoted the rest of his life to bringing depression out of the closet, while he champions better journalism.

      Mr. Johnson is unequivocal in naming what he calls the greatest enemy of very good electronic journalism -- overnight ratings. Heâs seen ãThe Nielsonsä and other such rating services drive media outlet owners and managers to pressure their news departments for sensationalism in the interest of generating numbers. That hurts the news business, heâs observed first hand. And in a democratic society where people govern themselves, what hurts news hurts everyone.

      When will owners see the light? Mr. Johnson is realistic.ÊEconomic realities of staggering profits argue against either programming or the news getting better any time soon. He knows it will take a lot to return to reasonable profits instead of todayâs maximum ones. But thatâs what it will take to put quality back in the news and programming driverâs seat. So whatâs a people to do?

      Consumers are powerful, he knows, urging us all to put the power of the purse to work. Demand better news and programming. If you donât like what youâre seeing or hearing or reading, donât buy what advertisers are selling. Be sure to tell owners and advertisers what youâre doing. Mobilize. ÊUse grassroots power.

      Since the airwaves still belong to the people, maybe some re-regulation (not rampant de-regulation) is in order. The FCC could once again regulate the peopleâs airwaves. They might also halt the massive station ownership consolidation that has silenced the voices of local communities. The FCC could require radio and television stations to serve the public interest, not just licenseesâ bottom line.

      And forget, ãNow weâre held accountable to the ratings.ä Tom Johnson is clear -- that is NOT how it should be, especially in news. Journalismâs highest responsibility is to hold itself to the highest standards of reporting. Accept nothing less, he insists. Why? Because media organizations now shape every level of our communities, from the neighborhood to the planet, and will shape our future.

Conversation 1

Tom Johnson describes his life-long love affair with the news profession to Paula Gordon and Bill Russell. ÊHe describes the highest responsibility of the news.

Conversation 2

Mr. Johnson describes what it takes to be a very good news person: a passion for oneâs work; the willingness to read a great deal and widely; the need for extensive study of what lies behind current events; and a good grasp of writing.ÊÊHe gives vivid examples of why ãratingsä are the greatest enemy of excellence in electronic journalism. He considers how todayâs overwhelming influence of ratings might be addressed, applauding those advertisers who are willing to refrain from placing commercials in shows with very low standards.

Conversation 3

Deeply concerned both about the state of current journalism and about literacy in America, Mr. Johnson assigns direct responsibility for the decline in todayâs media to owners -- people who own the private and public companies that control news outlets. ÊHe remembers when the Federal Communications Commission (FCC) required at least some programming be in the public interest and calls for greater accountability. He points out Americaâs airwaves are still owned by the American people, proposes that responsibility and station licenses be re-connected, and considers the pros and cons of media cross-ownership.ÊHe asserts the need for champions of quality, suggests the FCC be among them, then considers why Americans do not understand how they are perceived by the rest of the world.

Conversation 4

Continuing on how America looks from the inside and the outside, Mr. Johnson again emphatically puts responsibility for improving the quality of all media outlets on media owners. ÊHe explains why owners are central to making much-needed improvements, starting with accepting more reasonable profit margins, and makes his point with a series of examples. ÊDemocracies are governed by the masses, he reminds us, and argues America needs better-informed voters.ÊHe objects to the central role money and ad campaigns play in influencing American voters, then summarizes the news professionâs responsibilities. Ê

Conversation 5

Tom Johnson says he paid a very high price for his career success, battling severe depression since the early 1980s. He describes his own battle and the epidemic proportions of depression in America.ÊÊCalling for openness in facing and medical coverage for treating this disease, Mr. Johnson offers very good news -- most people who suffer from depression can find relief. He expands, particularly eager for people to hear, ãYou donât have to take your own life.äÊÊGet help, he urges, then talks about the signs of depression and tells how to succeed in the struggle against the disease. He offers hope.

Conversation 6

Journalism is still the best profession of all, Mr. Johnson continues to believe, and explains why. He compares life to ballgames -- itâs the 4th quarter/last inning that matters most -- and describes how he intends to spend this part of his life. ÊRecalling why he loved working for Ted Turner, Mr. Johnson then urges everyone to exercise consumer-power to improve the quality of the media: buy from responsible advertisers, donât buy from those who are not. He reaffirms his commitment to quality programming.

Acknowledgements