Matt Lauer Marks 10 Years for ‘Today’

Jan 1, 2007  •  Post A Comment

On Jan. 6, Matt Lauer will mark his 10-year anniversary as co-anchor of NBC’s “Today” morning show. It’s a gig he took after several years of doing—double and sometimes triple—duty for WNBC-TV in New York and “Today” across the street, where he started as the news reader and substitute for predecessor Bryant Gumbel. It was a welcome break in a string of bad professional luck and choices made for money.
Mr. Lauer, who turned 49 in December, sat down last week with TelevisionWeek National Editor Michele Greppi to talk about how close he came to bouncing his rent check, how he and long-time agent Kenny Lindner changed his career strategy and how much he likes his current job.
He also talked about why the new multi-year contract he signed in 2006 is likely to be his last for “Today.” Mr. Lauer declined to discuss the terms of his contract—said by some to have put him in the $13 million- to $15 million-a-year club his former on-air partner Katie Couric joined while co-anchoring the top-rated morning show.
Mr. Lauer does, however, talk happily about how he likes to spend time with his family, which in November expanded when he and Dutch-born wife Annette became parents for the third time in five years. With the arrival this year of Thijs (pronounced Tice), Jack Matthew, 5, and sister Romy, 3, have a new little brother.
That focus on family explains why, in his neat dressing room/office upstairs over Studio 1A, the photo front and center on his desk features Elmo and a little Lauer.
TelevisionWeek: Ten years. Go back 10 years. Did you think you’d still be here?
Mr. Lauer: I’m sure I thought, “Boy, I hope I’m still here in 10 years.” But I think my first contract here was three years. I thought the challenge was daunting. I was taking over for Bryant Gumbel. He was storied. He was legendary. He was all these things that were just perfect for this job. I remember coming to terms with that first three-year contract and thinking, “Well, you know what? If I can fool ’em for three years, that would be good, that would be a major accomplishment. If I can hang onto this job and I don’t ruin this show, and the ratings don’t go down the tube in three years, that’s kind of an accomplishment.”
Keep in mind where I was at that point in my life. I had come off of about four or five cancellations and firings in a row prior to that short stint over at WNBC-TV, which went great. My other career moments in time had gone real well too until someone pulled the plug. I always thought I was doing fine, and then someone said, “Oh, by the way, your show is canceled,’ or, “We’re not renewing your contract.” In my mind I still am today living with the idea that it never is a sure thing. It can always be taken away from you.
TVWeek: We think of our parents, the children of the depression, as being like that.
Mr. Lauer: I didn’t have that mentality. My parents didn’t have that mentality growing up. When you look at my father in terms of his career and how it impacted my career, the greatest comparison I’ve ever made—and my dad and I talked about this—I think he was envious until the day he died. It was not about money, nothing like that. It was about loving your job. My dad did a couple of things he liked. They were OK. For a while he sold insurance, and he was probably good at it, and then he switched over and joined a bicycle company. He was a salesman for a while and eventually moved up into management.
But I think there were a lot of things he didn’t like about his jobs. I don’t think he ever loved his jobs. He became one of those people who they day he turned 65 retired. There was no question. We often talked about how much I love my job and how great it is to say when the alarm clock goes off in the morning, even at an ungodly hour, that you truly get out of bed looking forward to the day. There are precious few exceptions but to the most part I look forward to the day.
There was a time in my career when I was forced to really take a strategic and unemotional look at where I was and where I was going. I don’t think you can ever take that look alone. I don’t think you can stand in front of the mirror and come up with the right answers at that point. I think you have to be fortunate enough to have really good people around you, personally and professionally. I had the benefit of two very intelligent parents. I had the benefit of some dear friends. And I had the benefit of what I consider a really quality agent, a guy who understood the business and my place in it.
TVWeek: Are you still with Ken Lindner?
Mr. Lauer: Absolutely. … Even if you think you’re doing a pretty good job, it’s inevitable you’ve got to question your abilities. You have to, because it doesn’t seem like that [bad] run falls on someone who’s doing everything right. You have to start saying well what am I doing wrong? What isn’t connecting with the viewers? Why are these shows being cancelled? Why is no one watching? Why don’t they want me to renew my contract?
Through the course of a lot of time and a lot of sitting on my butt and relative states of unemployment for almost two years, we came up with the answers and some kind of a strategy. The funny part is, as it turned out, strategy at the end went out the window and it came down to luck. It came down to getting a great phone call at the time when I needed it most.
TVWeek: What was the strategy, though?
Mr. Lauer: The strategy was to, until my dying day, to try to remain true to what I wanted to eventually do. And to not do anything in the short term, simply for financial reasons that would jeopardize that.
TVWeek: No WWOR-TV, middle of the day, Richard Bey talk shows?
Mr. Lauer: It was after that. Probably that was the last one where I could have said before that: “Don’t do it.” That’s probably the last job I ever took for money. It must have been two years. That was a job where I was clearly rattled by having lost three jobs in a row. I thought, “Don’t let that paycheck stop. Take the job. Keep the money coming in.” It was after that job that we stopped and thought, “OK, there are offers for pilots coming in, for entertainment pilots, for game show pilots. There were some infomercials.” I’m not saying anything to belittle those things. There are people who make great livings and are very happy doing those things, but at that point I still had the “Today” show as a dream job.
TVWeek: Had you actually set your sights on it?
Mr. Lauer: Pie in the sky. I didn’t have any reason to believe it would happen. I had never done news. I had no contact with NBC. I watched the show . That was it. We decided that if I eventually ever wanted that dream to come true, there were certain things I couldn’t do, there were certain paychecks I couldn’t accept. We stuck with that strategy to the point of pain. The story is too often told but it’s very true: That next week I was going to have to take some job, out of the business, in the business, because accounts receivable and everything else were out of balance. I was out of money. I was several weeks away from having a rent check due and not having the money to cover the rent.
TVWeek: Who called you from WNBC-TV?
Mr. Lauer: General manager Bill Bolster’s assistant called and said he had seen a tape of mine and would like to set up a dinner meeting. “Are you available tomorrow night?” I was sitting in a little cottage in North Salem, in Westchester County, with my golden retriever and this bank statement staring me in the face. I think I had just gone out that morning to get coffee and I was just at the point where I was going through the jug of change for things like coffee. That was the morning I had seen the sign in the tree-trimming truck’s window that said “Help Wanted” and I called and left a message. “Of course I can meet Bill Bolster tomorrow night.” Bill and his wife and I sat down for dinner and by the end of the night he had offered me the job anchoring early morning “Today in New York.” We just hit it off. The next morning he formally offered me the job. I asked, “Do you want me to go to some anchor school? You know I’ve never anchored the news.” He said, “That’s exactly why I hired you.”
TVWeek: What was the biggest test of the WNBC job?
Mr. Lauer: I think I had to prove to the people over there who had been in local news for a long time that I deserved to be sitting in the chair. The way I went about it was to not go about it, just to shut up and show up for work every day and try and bring something to the show. I was very fortunate in that I was teamed with Jane Hansen and we got along famously on and off camera. She was incredibly welcoming, incredibly helpful. I couldn’t have asked for a better partner. It was a whirlwind. I was working so hard.
Initially I was doing “Today in New York,” which went from an hour after I got there to two hours. Shortly after that went to two hours, they gave me “Live at Five,” so I was getting up at 3:30 or 4 in the morning, coming in and doing two hours of “Today in New York,” going home, napping, showering, pretending it was Day 2 and doing “Live at 5,” going home and passing out by 8 o’clock to get up the next day.
And then a year or so later, the “Today” show gave me the newscaster job. So I was doing two hours of “Today in New York,” coming over and doing two hours of “Today” newscasts, filling in for Bryant Gumbel whenever he was gone, and doing “Live at Five” still for a while. Al Roker did a similar schedule. We were working all the time. But it felt great to be working and it felt to have people asking me to do more, not less.
TVWeek: Were you salting away every dime?
Mr. Lauer: No, I’m not a salter. I’m reasonable, but I’m not a salter. First of all, you don’t have time to spend the money. You’re going to bed at 8 and getting up at 3, it’s not like you’re living the fast life. I was salting the experience away. I was very much a sponge. I was trying to learn everything I could.
TVWeek: Have you ever thought about what might have happened had it not been for that phone call from WNBC?
Mr. Lauer: I think I could have eked out a living. Would I have been happy? No. At some point might I have chucked it for something simpler in Vermont—I love horses, raising horses. Or I was a fishing guide for a while. Going off to Maine? Might I have done that? Maybe. It would have depended on how frustrating being a hired gun became to me.
As great as 10 years is and 14 years on this show, I still live with the idea that at some point there will be that knock on the door. Or my agent will call for the contract renewal and they won’t return the call. That is the business. That is the reality of it. I don’t think I will take it personally at that time, but it will happen to everybody. It will. Very few people have a chance to walk away from this on their own terms. The magic then is knowing when to walk away just before they come and knock on your door.
TVWeek: Which could set you up to make some bad decisions I would think. Like the people who ruin a relationship before the other person can break up with them.
Mr. Lauer: That’s not the way I look at it. I hope I have been in this business long enough that there will be some kind of alarm that goes off that says I’m not offering enough. Or that when that alarm clock goes off in the morning I’m not looking forward to getting out of bed—which would be a sure alarm.Or, quite frankly, when you look up and someone can do it better. Even better: When someone can do it better and cheaper. It is a business. I don’t live my life or career in a fatalistic way, looking over my shoulder, because I think 10 years earns you some kind of stability and confidence. I am confident that right now I am doing the job as well as I’ve ever done it. There are a lot of reasons for that.
TVWeek: How far ahead do you look? You have a contract. You never talk about contracts, but can you tap on the floor to indicate how many years you’ve got left on the contract?
Mr. Lauer: I have several years left. It’s a new contract. That’s the time period I concentrate on now. I don’t look beyond that. This contract will take me to a length of time on this show that I’ve always kind of loosely talked about as being as long as I would ever want to do the show.
I don’t look ahead professionally. I do look ahead personally. I tend to judge things now in terms of how old my kids will be at a certain time. You can do the math: my kids will range in age from 9 to 4. Where will they be in their lives? What’s going to best for them? What role am I going to want to play? All those are things my wife and I talk about a lot. As crazy and frenetic as the pace is here with a different guest every five minutes and a different news story every day, I’m also great out on the weekends building a fire and grabbing four magazines that I didn’t get a chance to read last month and sitting there for three hours. I love that. I look forward to that.
TVWeek: What kind of magazines? Reading or pictures?
Mr. Lauer: I have time to, in the car going back and forth to work, to do the picture browsing. I can flip through those kinds of magazines. But sitting down and reading an article in Vanity Fair or the New Yorker or New York magazine. Those funny little eight-page, nine-page articles. I don’t have the 25 or 30 minutes to read those articles on a weekly basis. I pull them out and put them in a folder.
When I go on vacation—for example last week—I have a little folder of stuff I just want to go through. When I’m on planes, I’m notorious. I go through magazines and tear things out. Starting in January, I tear our gift ideas. I go through the travel magazines. I’m always picking out a hotel, thinking some day I’ll go to that hotel. I’m kind of a pack rat that way.
TVWeek: Many tearer-outers and pack-ratters don’t know what to do with the things they’ve torn out.
Mr. Lauer: One folder is dedicated to- because we just finished an apartment- is kind of a nesting folder. I look through the Metropolitan Home, the Architectural Digest, the Wallpaper and all those magazines. I see things and I rip them out.A lot of times, I never go back to look at that folder, because it turns out my wife does most of that anyway.
The other folder is for little story ideas, the morsels that maybe will be a good idea, the people I see in articles I think would be good if we attach them to a segment down the road. I go through that one all the time. Every week or so I’ll open it up and refresh things, tear things up, throw things away. I’m an organized pack rat. I’m not one of these people who if I opened these drawers, junk would just start falling out.
As a matter of fact, I’m anally, compulsively neat. I’m a gatherer is what I meant. I clean out drawers. I go through my golf clothes. I throw out 10 shirts. I throw out three shorts. I go through sweaters. I haven’t worn that sweater in a year and a half, I’m probably not going to wear it. Out it goes. I just clean out things. I like it. I look forward to it. It’s weird, but do you find as you get a little older, clutter—I have less patience for clutter the older I get. I’m not one of these people you walk into my apartment and you say, “Wow, there’s his life. There’s what he picked up on his trip to Malaysia.” I clean out. I weed. I try to be less than sentimental when it comes to those things. I do not keep things just for sentimental reasons.
TVWeek: What do you do with things?
Mr. Lauer: Give away. I mean I have sentimental photos. And I save notes and letters from people I like and I love. But I don’t save a tie because someone gave it to me. Or sweaters, or Christmas gifts. The amazing thing about New York, and I would imagine anywhere you live: There is always someone who needs your stuff. I get rid of probably eight to 10 suits a year. They go to this charity Jackie found for people who have been homeless who need clothes for job interviews. Baby Buggy is one of our favorite charities, for families who are in need. Jerry Seinfeld’s wife is the kind of driving force behind it.
TVWeek: What decides it’s time to get rid of a suit? How many do you have, because it never seems like we’re seeing lots of repeats?
Mr. Lauer: I’m not like some of these clothes horses. I probably have right now per season, winter, vs. summer, in the closet right now, 18 suits and 10 or 12 sports jackets. I’ll tell you what dictates it: New York apartments. How much closet space can you have in a New York apartment? After a while something’s got to give. Also, guys are different. Guys have navy, gray, brown and a plaid. That’s what we wear. If you keep buying new suits, which we do, how many navy suits do you need? You get rid of the one that’s four years old. There’s a system, a method to my madness. I keep a pretty orderly life, which is good.
TVWeek: Women have famously said the morning show job is a great one to have if you have kids. What would make the difference? Would it be if you were on your 25th year of “Where In The World Is Matt Lauer?”
Mr. Lauer: It won’t be that. I look at maybe a possibility of retiring as a relatively young man. Perhaps being a stay-at-home dad. I’m not talking about not doing anything in the business but picking and choosing projects. Doing a National Geographic special here or a special for ESPN there, or a Discovery thing there. Being able to say you’re going to take your kids to school every day or coach the soccer team.
These are the things I’ve always thought about. I love it. I’m a doting father within the time frame I have. We do a lot of segments on this show about the challenges of parenting, the challenges of growing up in this world today and the issues of the Internet and drugs and peer pressure and body image—
…Wouldn’t it be great to have two parents there who are constantly hands on, guiding [kids] through these challenges, whether we’re living in New York City or somewhere else? My wife is European. At some point in our lives and my children’s lives it’s important I think for them to live in Europe for a while. We talk about that a lot, too.
TVWeek: I’ll ask one question that’s in territory you do not like to address. It sounds like you’re thinking in terms of you and wife Annette being together for a long time.
Mr. Lauer: Yeah. Absolutely. We have had some well-publicized tough times I think most couples go through—I think ours were just more publicized, but, yeah, absolutely.
TVWeek: At the same time, you’ve pretty much managed to live a live that is not tabloid fodder.
Mr. Lauer: Well going to bed at 8 o’clock—I live a pretty wholesome life. I’m not walking the red carpet. But I’ve had more coverage in the tabloids than I’d like, a lot more.
TVWeek: So what do the kids like to do when they have your attention for an extended period of time?
Mr. Lauer: My kids are voracious readers. We spend a lot of time with one on one side and one on the other and the biggest argument is whose book gets read first. We have book time every night. My son loves airplanes. He and I sit there [at a local airport] for two hours. He loves that. They love arts and crafts. My son loves to draw. We spend a lot of bowling family time. It’s great.
TVWeek: There’s been talk about “Today” adding a fourth hour.
Mr. Lauer: Yeah, for a long time now there’s been a lot of talk about it. I have mixed emotions about it, and I’ve made it fairly clear. I had mixed emotions about a third hour. I’ve always wanted to leave people wanting more rather than less.
So if the smart people running this news division can do it in a way where it doesn’t dilute the brand, then fine. I understand the strategic reasons for wanting to do it. I still want them to think it’s an appointment. I still want them to think it’s special when 7 o’clock rolls around and that cold open runs and they say “This is ‘Today’ on NBC.” I don’t want “Today” to seem like wallpaper. But if they do it, it wouldn’t affect my life very much at all.
TVWeek: What about the competition with “Good Morning America”?
Mr. Lauer: I can’t tell you the number of times over the last four years when I’ve heard someone say: “It looks like they’re going to make a big push.” They’re smart people. They’re great broadcasters. They put on a great show. But we’ve just done something on this show that I’m not sure has gotten quite the amount of ooohs and ahhhhs that I expected it to get.
Having lost probably the most talked-about, talented morning show host that’s ever done this job, she went away and we expanded the ratings. I think it’s such a credit to Meredith and the rest of the team here. If you look at us about four months into Meredith’s tenure here, [we have a ratings lead of]] about a million viewers.If you go back to those weeks when they got [“Today’s” lead] under a million, like ABC had the finale of “Dancing With the Stars,” which was huge, there are just some things when we throw up our hands and go, “We know what’s going to happen.” There was Charlie [Gibson’s] last day. That should be a big day. There are some events that are out of our control.
But I’m really confident about how we’ve been handling the content on the show, the energy on the show and I feel extremely well-positioned for the future. Are they still going to come at us? Yeah, they come at us every day. But if you look at the landscape today, clearly we are positioned to grow the show further, because Meredith’s only going to get better.
TVWeek: Those of us whose job it is to over-think things, look at the “GMA” series on the seven new wonders of the world and the coincidentally timed “Today” series on the religions of the world, and think nobody wants to take any chances.
Mr. Lauer: That’s an interesting way to put it. I view it as we’re all struggling to find the next big thing. You go to the things that work, and you hope they continue to work, but it doesn’t mean you’re not looking for the next “Where in the World.” There have been imitations. I’m flattered by it. I think they’re not very well veiled imitations. We take notice of that. It tells us that they’re also struggling to find the next big thing.
But I do feel as if some of those things are our franchises and we’re continue to do them well because we have a bit of an institutional knowledge on them. Because “Where in the World” has become such a franchise, there are people lining up to sponsor it. That’s a very tempting thing for a show. That’s gravy for the network. You don’t do something like that even for the bump in the ratings if it’s going to cost you millions and millions of dollars. Money’s tight these days.
TVWeek: You have, in the last, year blossomed. You’ve ventured off the set, out of the studio in ways you hadn’t done that much of before. Heads of state on their own turf, newsmaker “gets”—
Mr. Lauer: I had done it before but I think there was more of a concentration this year. We had a really good year. This year it was coincidentally—or maybe not so coincidentally—right around the time Katie left. One of the things that comes with seniority is the ability to just walk in and say, “Hey, the G8 Summit. We should be there.”
I’m enjoying it. I’m not going to sit here and say it doesn’t matter to me. I like that a little more of the pressure is on my shoulders now. Except that I have a very equal partner. Probably today, the show is at its most equal. It really is. It’s just that while we were waiting for Meredith to get here, a lot of those things came up, the Sept. 11 interview with the president, the trip to St. Petersburg to interview Putin… That’s what gets me out of bed in the morning.
TVWeek: Where does the Britney Spears interview fit?
Mr. Lauer: They fit in my mind in a different place than they seem to fit in the mind of the viewer. In my mind they’re sometimes a nice change of pace. Then something happens in the interview and the next thing you know it’s all people are talking about. I can’t tell you the response I got to that interview. It was a la the Tom Cruise interview.
TVWeek: How have the co-anchor dynamics changed?
Mr. Lauer: I always felt as I knew what Katie’s strengths and weaknesses were and what my strength and weaknesses were. I always knew, I thought and I think, how to best make those two people come together as a team. [Former “Today” executive producer] Steve Friedman said once in an interview that every show like this has to have a reactor and an actor. There’s got to be the person who’s willing to throw themselves out there and person who’s willing to react. It’s a little Burns and Allen, a little Rowan and Martin, but in a journalistic way. I was always comfortable being the reactor. I’m not a guy who goes into a party and puts the lampshade on my head. With Meredith, I’ve had to change my role a bit. We are now more the same. I’m also very comfortable with that.
TVWeek: So 10 years from now?
Mr. Lauer: I hope I turn on the “Today” show and I’m proud of where show is. This show has such a great history, and we are caretakers of a small portion of that history. And then I hope at 7:30 or quarter of 8 I am able to turn it off and walk my kids to school and get ready for that day’s soccer practice.


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