The Great Host Hunt

Wanted: young journalist (under 40), bright, personable, quick-thinking, with warmth, charm and humor. Must be wide-awake at 7 a.m. Top pay (around $350,000 a year), plus travel, fame and social status. Women need not apply.

Seven and a half million early-morning television viewers are looking for someone to watch over their eye-opening cup of bad news. Before the start of the fall season, NBC must make the big decision--who will be the man to fill the late Frank McGee's spot on Today? Explains one network insider about the Great Host Hunt: "They're trying to make up their minds whether to go with somebody controversial, somebody offbeat or Mr. Nice Guy."

Apparently NBC has chosen at least to stick with the solid news flavor established by McGee. The final-round list of eight candidates is culled entirely from its own news department.

Each of them has recently been scooped up from other assignments and plunked down behind the curving desk for a one-week tryout opposite Barbara Walters.

Despite an avowed preference for a younger man ("We have an interest in perking up identification with a younger audience," says Executive Producer Stuart Schulberg), four of the eight are over 40. The list: Los Angeles Reporter Jess Marlow, 44; Washington Correspondent Douglas Kiker, 44; Today's Washington editor Bill Monroe, 53; and that perennial Today substitute and network newsman, Edwin Newman, 55; London Correspondent Garrick Utley, 34; New York Anchor Man Jim Hartz, 34; Tomorrow Host Tom Snyder, 38; and White House Correspondent Tom Brokaw, 34.

The man for Today is expected to be more than just a good newsman, of course. Says Co-Host Walters: "The person must be able to do interviews and ad-lib those awful 30 seconds at the end of the show." He must also supply what Schulberg calls "chemical balance" to the stand-up comic pace of Today Reviewer Gene Shalit and the alternately sweet-and-strident Walters. And he must bring himself to do commercials.

A couple of candidates feel that they will never have to get down to the crass tacks of commercials. Says Monroe, for example: "I'm a newsman who doesn't translate into a co-host."

Initially, Tom Snyder was considered a leading contender. But his aggressive delivery and tendency to mug --carefully cultivated for Tomorrow --were too strong for Today's early light.

Mail after his May appearance ran a disillusioning 775 for, 530 against. Insiders add that Snyder may have squelched his own chances by descending on the Today studio with big-star bravado, miffing the show's crew.

Currently top two in the game of musical co-hosts are Utley and Brokaw.

Utley could be a sentimental family favorite: he is the son of NBC Chicago Correspondent Clifton Utley and former NBC Reporter Frayn Utley. He is also an experienced newsman. Utley's relaxed, occasionally eloquent style apparently appealed to Today watchers. His mail is running 1,010 pro, only 65 con.

Formidable Edge. Fan mail for the boyish, neatly polished Brokaw is running at about the same volume, with so far not one word of disfavor. Because it has only been a year since he was plucked from Los Angeles' KNBC to compete with CBS's Dan Rather, Brokaw's success surprised network executives. "Many of us did not realize that he had such poise, wit and delightful humor," burbles Schulberg. Among those who matter--NBC Board Chairman Julian Goodman, President Herbert Schlosser, News President Richard Wald--Brokaw is also thought to have "more magnetism and impact" (read sex appeal). That could be a formidable edge.

Both Utley and Brokaw say they enjoyed doing the show, liked the challenge of the spontaneous format. Both also stick at reading commercials. "I question," says Utley, "whether a reporter does not lose his journalistic virginity, by doing commercials. And can you recover that virginity later?" Brokaw does not question. "I find doing commercials repulsive," he states. "If that is a job requirement, it would not be negotiable with me."

The network contends that commercial duties may be negotiable. But tinkering with a formula that brings in some $20 million a year in advertising is hardly likely. It is well remembered that sponsorship fell off significantly during the 14-month hostship of John Chancellor, who hated the assignment and refused to flog. Worst of all, Walters says that if the new host will not do commercials, neither will she. (Walters modestly denies veto power, though she adds: "I have talked some with Dick Wald and Herb Schlosser.") Today's trials are nearly over. Researchers are currently conducting viewer surveys, and by the end of the month, NBC expects to say an official good morning to Jess, Ed, Bill, Doug, Jim, Tom, Tom or Garrick.

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