And terrible writing in the last ten-twelve years of the show. Also, P&G didn't want to produce daytime serials anymore. GL had been cancelled the previous year-- before ATWT, AW, a decade earlier.
re the time switch: the year preceding year, atwt was at 7.0; the next year it was 6.6and continued to drop until its cancellation.
you’re not wrong about p&g, but there’s plenty of blame to lay at the feet of cbs. the decline in writing really began after the 1995 exec producer shuffle instigated by cbs daytime vp, lucy johnson, who, according to the la times, ‘motivated’ p&g by threatened to replace gl with a new bell soap. with laurie caso out and john valente in, cbs president, les moonves, then foisted the writing team of black and stern on atwt with disastrous results. it was all downhill from there.