New boss at CBS' television stations in Los Angeles
Steve Mauldin has worked in the industry for 32 years, most recently as president and general manager of CBS’ two Dallas stations, KTVT-TV and KTXA-TV.
CBS picked Mauldin partly because of his experience managing multiple stations. Los Angeles is the largest market where CBS owns two outlets. Corporate brass were also impressed that under Mauldin's leadership its main Dallas station finished last month's sweep period in first place in late news for the first time."He is a local TV veteran who was successful in Los Angeles earlier in his career, knows the intricacies of our business very well, and brings purpose and vision to every assignment he’s given," Peter Dunn, the recently appointment head of CBS' local stations, said in a statement. "Los Angeles is a huge market for CBS and we’re privileged to have one of our strongest operators leading the charge."
Mauldin also worked at stations in Houston, New Orleans and South Florida. He began his career as an account executive in Odessa, Texas, and later held a sales position at KABC-TV Channel 7 in L.A.
Mauldin is taking the reins at a challenging time. Like all local stations nationwide, CBS’ TV outlets in Los Angeles have been walloped by the steep drop in ad spending by the automotive industry over the last two year. Auto advertisers can make up as much as 40% of a local TV station's revenue.
"When you get the drop that you did in the automotive advertising, our L.A. station got whacked pretty badly, our two L.A. stations," CBS Chief Executive Leslie Moonves said at the UBS investment bank media conference earlier this week in New York. But advertising has been picking up since September, including in the Los Angeles market, Moonves said. "It's improving considerably there," he said.
Mauldin replaces Patrick McClenahan, who had been running the two CBS stations in Los Angeles. CBS said that McClenahan was leaving the company to pursue other opportunities.
-- Meg James
Photo: Steve Mauldin. Credit: CBS