CNN’s Brand…

The AP’s David Bauder writes about CNN’s branding and its primetime ratings issues. Note that Jim Walton steps to the plate to handle CNN’s response and not Jonathan Klein. Given that Walton is saying pretty much what Klein has been saying, could this be a very subtle public vote of confidence in Klein?

CNN has built its business — encompassing international networks and wholesale news reports, mobile device services, a Web site, a wire service to print publications and radio — around the notion that it is delivering nonpartisan, straight news reporting, he said. The company has shown double-digit growth for the past few years and is on pace to continue. It invests by hiring more personnel, and this month opening a new production facility in Abu Dhabi.

“People hear what’s being said and it’s branded CNN and (they say), `OK, that’s news. That’s nonpartisan, that’s factual, it’s timely,” Walton said. “That’s what we want to deliver around the world. We compete against a lot more than Fox and MSNBC.”

The rising fortunes of HLN means the company makes money off opinion, too. One of the reasons that network’s name was changed from CNN Headline News was to avoid having CNN’s name associated with that type of programming.

Of the flagship network’s sagging fortunes, Walton said, “It matters to us. Trust me, it matters. We want all of our networks to grow their audiences. But the fact is, (CNN) is a vibrant, healthy company that’s growing in an industry where we’re pretty much one of one.”