Magid’s influence was huge

Frank Magid taught television people what their viewers really wanted to see. The former Coe College professor, who died Friday at age 78, created a consulting company in 1956 that altered the face of television news virtually everywhere in this country. His advice was rooted in scientific survey methods that revealed people's opinions and attitudes.

His recommendations on how to make local TV news more fast-paced, visual and focused on topics of relevance to viewers made waves in our backyard, too. KCRG-TV9 became known as “the Magid station,” recalled John Phelan, KCRG's senior director of broadcast distribution. “While we did not always agree on, or implement their advice, I know that we are infinitely stronger became of the relationship,” he told us.

“Mr. Magid's influence made all local television news better.”

Magid's “Action News” format made broadcasts “watchable, likable. Their advice on weather coverage, breaking news, as well as true enterprise reporting is what set those stations apart ...,” said Becky Lutgen Gardner, a longtime broadcaster who now is the information content coordinator for The Gazette and KCRG-TV9, both owned by Gazette Communications.

Our company chairman, Joe Hladky, called Magid “one of the brightest, most articulate people I have known,” and noted Magid's many community contributions, including volunteer work that helped bring major improvements to The Eastern Iowa Airport.

Magid's civic and humanitarian work, like his influence on the media, was felt around the world. He served on the Smithsonian Institution board and headed the advisory board of Direct Relief International, a medical organization serving people in poverty or disasters.

But it is his impact on television for which he is best known. It was Magid who recommended that Walter Cronkite be the solo anchorman on the “CBS Evening News.” Who helped develop ABC's “Good Morning America,” early morning local newscast concepts, the use of teleprompters and initial research on the viability of digital video recorders.

The Chicago native exemplified the work ethic. A Korean War veteran, Magid earned undergraduate and graduate degrees from the University of Iowa, using the GI Bill and part-time jobs to pay expenses. He taught social psychology, anthropology and statistics at Coe and the UI. A year later, he left teaching to concentrate on his fledgling company, which became and remains a world leader in consulting for media, entertainment and communications organizations.

Bottom line: Magid changed television news like no one else ever has.