Anderson Cooper "is even doing poorly compared to himself," Media Life Magazine says. "In its old 7 p.m. timeslot, 360 drew 672,000 viewers last month, 13 percent better than 360's average" of 593,000 last week.

"Just why Cooper is off to such a poor start is unclear," the site continues. "He obviously has a fan base, and more so than Brown, it would seem. And he's certainly a livelier personality.

It could well be that viewers long used to Brown got confused when they tuned in and saw only Cooper after a month of the two serving as co-anchors. Cooper's energy may be a turnoff to viewers used to Brown's more sober approach. If that's the case, the new Cooper show could well rebound as it finds its own audience."