FBN’s Stuart Varney: ‘On Television, Jargon Is The Kiss Of Death’

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By Merrill Knox

Fox Business Network anchor Stuart Varney talks to the Atlantic Wire about what he reads to prepare for his daily show, “Varney & Co.” Varney says he keeps his reading habits simple:

I try to stay out of the weeds. On television, jargon is the kiss of death. The second you start talking about the Federal Reserve and QE3 you’ve lost your audience. I mean, how many people really know what the Federal Reserve is and does? Far fewer people know what QE3 is. That’s why you’ll never hear me say, “The yield on the 10 year bond is X or Y percent.” Instead, I’ll tell a general audience that Italians are having trouble borrowing money and that’s how you pull them in. One of the¬†differences between CNBC and Fox Business is we’re going after a different market. We’re expanding beyond traders to a broader audience while staying on subjects that are related to money and investing.