WKRP Reporter On iPod: “Don’t Waste Your Money.”

What’s the hottest gift this year? It’s Apple’s diminutive iPod in every version. iPod shuffle. iPod nano. iPod. Even the discontinued iPod mini sells for more on eBay than they sold new at Apple.

What does a reporter at a WKRP look-alike TV station say about the iPod? “Don’t waste your money.” Excuse me? I thought Les Nessman of WKRP retired years ago. Apparently not.

If there’s anything that gets my goat, it’s shoddy journalism from dinosaur media outlets. If it’s not TIME, it’s the New York Times. If it’s not FOX, it’s CBS. Where will it end?

It won’t. Why? Because too many dinosaur reporters from dinosaur TV stations, newspapers, magazines think too much of themselves and go for the cheap shot instead of reporting facts.

Why? Because cheap shots are, well, they’re cheaper. There’s no need for that messy investigative stuff, and digging up facts.

Here’s the latest (with apologies to Les Nessman, five time winner of the Buckeye News Hawk Award, and member of one of TV’s most classy and memorable TV shows) from Cincinnati’s finest.

Reporter (I’m being kind, because he’s obviously not much of a reporter) John Matarese reports for WCPO.com that “One of the hottest selling items this season has been Apple’s iPod”.

OK. That’s it. John has nothing more in the way of news to provide. Time to switch channels. Why? Because he immediately steps forward to become today’s Mac360 “Idiocy In Journalism Award” winner.

John, in true Less Nessman style, asks, “So, should you consider a cheaper, off brand player?” No, John, just don’t go there. Look! Up in the sky. It’s, it’s TURKEYS!

In a style of journalistic integrity that does Cincinnati’s news heritage proud, Matarese talks of parent Kathy Grau, whose daughter wanted an iPod for Christmas.

Guess what? “Kathy learned there’s a big difference between the hot iPod and the not-so-hot mp3 (sic) players from Sony, RCA, and others.”

John, what’s the difference? “Price,” he says.

John obviously was once employed at another Cincinnati station, WTF, because you’ve just seen how far his investigative journalist skills really go.

He quotes Kathy as saying, “You can find them as cheap as 39 dollars...they do the exact same thing.” And John believed her. And John reported about her. And the skies cleared over Cincinnati. And all was good in the Midwest.

Cincinnati’s former WTF reporter finds a “music expert” at a local store who says, an imitation iPod from Toshiba has the same bells and whistles for a lot less. “A lot more music, it does pictures, and has a full color screen.”

Not to be outdone in the hyperbole department by a mere clerk at a music store, John writes, “99 dollars will get you a decent Sony...While RCA’s Lyra is perhaps the best deal of all.”

“39 dollars, 120 megs, you get the screen, up to 80 songs maximum.”

Doesn’t that sound just like a Cincinnati used car salesman? I picture a dark shirt, plaid slacks, white tie, white belt, white shoes, and a cigar.

“Yep, this little baby looks just like a Lexus, drives like a Cadillac, and handles like a BMW. It’s only $39.”

Poor John. Mail order diplomas just don’t get you the kind of job they used to. Notice that there’s no mention of iTunes, iTunes Music Store, largest selection of major online music sites anywhere in the galaxy (feel free to challenge me on that, but it’ll stand until proven otherwise).

There’s only passing mention of the patented click wheel, no mention of child abuse and abandonment charges which could be filed against Kathy Grau by her daughter. That would be a good story.

Fortunately, Cincinnati’s cracker jack reporter has a boss with more experience. It’s obvious that his story was edited to contain the following:

“But if you just want to be able to load in your favorite cd’s, or buy some music from the internet, they all work.” Though John puts in his last two cents with, “They’re just not as cool. So don’t waste your money. I’m John Matarese.”

Click Here to read the “news” yourself.

I’m apalled, disappointed, frightened, and now officially deny I ever said that the Cincinnati Bengals have the coolest uniforms in the NFL.

Shoddy reporting? Inept journalism? Cheap shot? We report. You decide.

Bambi Hambi
Tera, don’t mince your words. Tell us what you really think of the guy.

Alexis Kayhill
Typical. We’ve done reports on Cincinnati media folks before. They must have all gone to the same diploma mill.

Jack D. Miller
He’s appealing to the senses, not the mind. Yell, “iPod’s are trash. This is better!” at the top of your lungs on a TV show. Ratings will go up.

Carol Mary Miller
For those who are not familiar with WKRP, welcome to the US. Click Here for juicy details.

The folks at Mac360 have a few domains for sale. If you've ever dreamed of setting up and running your own site about Apple, the Mac, iPods or the iPhone, this is a great way to get started. Click Here, iPhoneKillerTips, or ChatterMac for a more complete list, which also includes Mac360.com.