Speculating on the program's declining ratings, Rather said, "The mistake was to try to bring the 'Today' show ethos to the 'Evening News' and to dumb it down - tart it up in hopes of attracting a younger audience." (...) He said the program "trend line" continues to lean toward excessive and overdone celebrity coverage.
One notes that Rather got into trouble for the use of undocumented material on the Evening News. Couric merely has used plagiarized material. Both were forgetable as journalists.
[see for example, http://ipbiz.blogspot.com/2007/04/dont-forget-couric-plagiarism-matter.html]
**for a later discussion, see