http://news.yahoo.com/s/ap/20070308/ap_en_tv/tv_cbs_kaplan;_ylt=AgK7GneiC..eUtWEANwwqrDMWM0F CBS has hired Rick Kaplan to try to pull CBS news out of the cellar. The boys at the top mistakenly thought that Katie Couric could haul their news division out of the doldrums, and have discovered (to nobody's surprise) that fluff and smiles don't buy viewership once you get out of the morning venue and into evening news. CBS had a stellar tag-team available in Trish Regan and Lara Logan and they could have gained and cemented their dominance by hiring Christiane Amanpour away from CNN and perhaps by hiring a straight-talking political reporter to fill out the line-up (take your pick). These three women are experienced, smart, and tough enough to gain the respect and loyalty of viewers, not to mention that they are all attractive enough to gain the attention of the male, middle-aged news-junkie crowd that prizes smarts and will stick with a news team that demonstrates same. Any one of these women could easily anchor the evening news while the others were on assignment (their strong points!) giving CBS a vibrant, dynamic presence in an evening news market that is cloying and dull. Once again, the boys at the top failed to gauge the market and once again, the US TV market settles for mediocrity. CBS's attempt to put a female face on the evening news is admirable, but their choice was short-sighted and destined to alienate those of us who value content over presentation.