Autobiographies of self-made billionaires are almost always an exciting read. And if they happen to be as charismatic, outspoken and controversial as CNN's founder Ted Turner, chances are they going to be page-turners. Call Me Ted certainly is that and more. The man who took his father's billboard business and turned it into a media empire surely tells his story with panache and style. He peppers it with entertaining quotes and inspiring stories and all through the book are recollections of friends, family, business colleagues, rivals, ex-wives and even the odd ex-President of the United States. So whether you're interested in knowing the behind-the-scenes story of how CNN was created, or are keen to find out more about how the AOL Time Warner merger went from an alliance made in heaven to one of the most celebrated disasters in the media world or just want to know the inside story of power couple Ted Turner and Jane Fonda...Call Me Ted has it all.
Though not a book on business leadership, it does provide some interesting nuggets of Turner's unique leadership style and reveals his never-say-die attitude. Whether it's sailing or business or just being a ladies man, Turner has always pursued success. He brags: "Privately I used to tell people I wanted to become the world's greatest sailor, businessman and lover all at the same time." He has had his share of failures too but as he puts it, "I don't think of myself as losing, I am simply learning how to win." But perhaps his most interesting take on goal setting for success is a mantra that he attributes to his father: "Set your goals so high that you can't possibly accomplish them in a lifetime. That way you will always have something ahead of you." Or the other mantra that his father drilled into him: "Early to bed, early to rise, work like hell and advertise!"
Ted Turner, or Robert Edward Turner III, is best known as the founder of the 24-hour cable news channel CNN. The media tycoon had a love-hate relationship with his father whose billboard business he took over when Turner Senior committed suicide. Before founding CNN, he entered the cable TV business through his acquisition of the WTCG, which was later renamed WTBS Super Station. He went on to add new channels such as TNT, Turner Classic Movies and later merged his company with Time Warner. Apart from his media-related businesses, Turner is known for his philanthropy: he gifted $1billion to support UN causes. A world-class sailor, Turner competed for and won the America's Cup for the US as captain of the yacht, Courageous. His passion for sailing almost killed him when he was competing in the 1979 Fastnet race. A bit of a motor mouth, Ted Turner has got into several controversies, including one where he described Christianity as a "religion for losers" and called abortion opponents "bozos". Later though, he regretted having made these remarks. Married and divorced three times, his marriage (and later divorce) to actress and political activist Jane Fonda, has also kept him in the news. In 2002, he set up Ted's Montana Grill, a chain of restaurants, that has grown to 50 outlets in 18 states. He is the largest private landowner in the US.
But the one trait that characterises Turner's rise from a small-town billboard entrepreneur to a media baron is his ability to take risks and no, he doesn't believe in doing focus groups to tell him whether or not something makes business sense. Says Turner: "I am often asked if we ever did any formal research on the viability of twenty four hour cable news and my answer is no....Henry Ford didn't need focus groups to tell him that people would prefer inexpensive, dependable automobiles over horses, and I doubt that Alexander Graham Bell stopped to worry about whether people would prefer speaking to each other on the phone." Given his attitude, it's not surprising that Turner is the "largest individual landowner in the US" and currently owns two million acres.
Turner has been there and done it all. Sometimes the "do-ing" was perhaps not very business-like, but it did get him what he wanted. For instance, when a deal reached breakdown point because of his "bad judgement", he "got down on the floor on my hands and knees and begged for forgiveness". And, when required he did not hesitate from taking on even the President of the US to get what he wanted. So when during its early days, CNN journalists were denied access to the White House pressroom, "we were forced to sue and we went all the way to the top… we also named in our lawsuit President Ronald Reagan, White House press chief Larry Speakes and Reagan's chief of staff James Baker… there was no way they could defend shutting our journalists and once our case was made public, the issue was resolved in our favour."
Not one to shy away from controversy, Ted also makes no bones about his rivalry with Rupert Murdoch and recalls the time when he famously called Jack Welch, "Jack Shit". And the one domain where Turner admits to having been less than successful is his personal life. His ex-wife Jane Fonda writes: "The fact that the things that allow certain people to become super achievers are the exact opposite qualities that allow them to have successful relationships." And as Turner turns 70, and looks back at an eventful life, he says: "I have often joked about what I might want written on my tombstone...In the middle of my career I considered 'here lies Ted Turner. He never owned a broadcast network.' These days I am leaning toward 'I have nothing more to say'." Famous last words, Ted?
Call Me Ted is published by Wisdom Tree (2008, Pages: 433 Price £14.00)
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