tv + media

Susan Adams Loyd's four-year stint as general manager of WCCO-TV, Channel 4, which ends June 4, will be remembered as a period of sustained high ratings despite a rash of high-profile departures.

Under pressure from a deep recession and an industrywide shift of ad spending to the Internet, the CBS-owned station laid off meteorologist Paul Douglas -- one of the Twin Cities' best-known media personalities -- along with anchors Jeanette Trompeter and John Reger and several behind-the-scenes personnel. Last week, senior anchor Don Shelby announced he will retire in November.

"There's been a lot of challenges," said Loyd, who announced her departure Tuesday. "Nobody ever likes tough decisions that include people, but that goes with the territory. Obviously, it's more fun in great economic times."

She leaves WCCO not only a leaner operation, but one that is solid in the ratings. Loyd said all of its newscasts rank either No. 1 or 2 among viewers age 25 to 54. "It's good that I get to leave in a good year," she said.

Loyd is making the move for personal reasons. She will join Beaver's Pond Press in Edina, a company founded and still run by her 82-year-old father, Milt (Beaver) Adams. She may buy the business, which helps authors publish books themselves. One recent title, "Journeywell: A Guide to Quality Aging" by Trish Herbert, was a Minnesota Book Award finalist.

"I'm not running from something -- I'm running to something," she said. "This is about inspiration, not exasperation."

Loyd, 52, is a native of Edina, where she was a competitive figure skater and marathon runner. She has served as a GM for more than 10 years, returning to her hometown after running two Clear Channel-owned stations in Jacksonville, Fla.

She said that she doesn't have a clue who will replace her, but that CBS will "be more proactive" in its search now that her departure is public.

Neal Justin • 612-673-7431