When you hear TV station management talk about the morning show, they often say it is the most important newscast that they do. 

They tell you that is where the viewer growth is and that the morning show is THE newscast on the station. 

That's what they say, but actions tell a different story. 

The morning show runs an hour and sometimes 3, yet the station often assigns just one Reporter to cover the shift. 

How often do you see the News Director, Assistant News Director or Managing Editor in the station at 4AM for the morning newscast?

If it is so important, doesn't it seem like they should be there? 

Another example of this spin being just that is this story from Saginaw. 

WNEM says that they have "promoted" morning Anchor Craig McMorris to the weekend evening newscast. 

WNEM moving weekend anchor Alana Holland will take over McMorris' slot on weekday mornings and Anchor with anchor Sara Simnitch.

McMorrios sent this email out to his friends about his "promotion" but if we listen to what management says about the morning newscasts, this is clearly a demotion. 

I love the communications business.

Here's his email:

Once again, Happy New Year friends!  I hope you had a wonderful holiday season and are on track for a fabulous New Year.  I am excited to share with you the changes I will experience in this new year at WNEM TV-5.   While I love working the morning show, I have been given a wonderful opportunity to move to Weekend Evening Anchor.  I feel blessed to have an opportunity to work at this station and have such amazing co-workers and community members as a viewing audience.  If you enjoyed my morning broadcast I trust you will continue to support the fabulous team that will be doing the morning broadcast and you will continue to watch them, while also tuning in to my weekend newscasts beginning on Saturday, January 13.   Our success  depends on the support of our viewing audience and I sincerely believe we have a smart and discerning viewing audience.

Thank you!
Craig McMorris