Karl Stefanovic: Career in doldrums as star prepares to wed
IF Karl Stefanovic were a racehorse, would I back him? Since losing the firm career stewardship of his ex-wife, he certainly needs help from somewhere, Annette Sharp writes.
Confidential
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- Karl Stefanovic makeover: Today host hires branding expert
- Another star pays for Karl’s flagging career
IF Karl Stefanovic were a racehorse, would I back him?
Would I part with $50 if he managed to get a start in a country meet where the field included a younger and lighter Ben Fordham, a powerful Hugh Riminton, five fired-up but unknown young geldings, some well-ranked out-of-towners, and a muscular Liam Bartlett?
Perhaps — if Karl was ridden by a steel-fisted jockey and prepared by a rigorous trainer (it’s Cup week, I beg your indulgence).
By all accounts, Stefanovic has been jockeyless since his marriage to wife Cassandra Thorburn broke down two years ago.
Thorburn was, according to those close enough to have observed it, the one who pushed Stefanovic forward, ever forward, through a pack of similarly ranked equals at Nine — a focused, fearless, doubtless partner.
For two decades that collaboration was a winning one, until Stefanovic decided it wasn’t anymore.
Meanwhile Stefanovic has had too many trainers to mention — Today show executive producers who have come and gone, news directors who have all-too-frequently trusted him to train himself, CEOs and owners who have blurred the lines between playmate and workhorse.
Friday’s news that Stefanovic has put his hand in his own pocket and hired big-time brand svengali Mitch Catlin to repair his public image looks to me like a cry for help — the first one we’ve publicly seen from him.
That in itself is a positive.
Is Catlin the right man to help him?
Sadly for the marketer, his role actually sits outside the nexus of power. He is neither jockey, nor trainer, nor owner.
All he is able to do is sell a message.
For him to do so effectively, the message must be believable.
The message, he has said, is that Stefanovic is “likeable” and a “serious newsman”.
But how does one convey that when the market now sees Stefanovic largely as one thing — a silly teaser who has been distracted by the filly in the paddock next door, in this case his pretty young fiancee, Jasmine Yarbrough, who he will marry in a matter of weeks.
If Stefanovic could put that relationship to one side for a year, ideally longer, I for one would put my money down and take more seriously his attempts to resurrect his career.
As good as Catlin is — and he is good — I don’t think he can turn Stefanovic and Yarbrough’s romance into a Prince Harry and Meghan love story admired by the masses in a matter of weeks.
Stefanovic sure as hell won’t listen to him if he suggests the wedding be delayed.
But then Stefanovic hasn’t really been listening to anyone for a while.
Still, I love a good comeback story, and he does now have my attention.
The question is, is there a firm and experienced hand in the stable — or Nine Network — to whip him back into shape?
My gut feeling says no.