When Life Begins at 5: A New Wake-Up Call
March 25, 2006; Page P1
The lights in America are going on an hour earlier.
As people prepare for the annual hour of sleep deprivation that comes next week with the arrival of daylight-saving time, a broader shift in wake-up times is taking place.
By a wide variety of indicators, from electricity usage to water consumption, more U.S. households are starting their days before dawn. In the last six years, PJM Interconnection, which supplies electricity to more than 50 million people in 13 states, saw its largest uptick in usage between the hours of 5 a.m. and 7 a.m., while in Atlanta, Southern Co.'s peak winter electricity usage shifted to 7 a.m. from 8 a.m. in 2003. Aqua America, a water supplier for 13 states, has seen everything from toilets to washing machines starting up earlier: The company's booster pumps now kick into gear at 5:30 a.m. in Philadelphia instead of 6 a.m., providing 20% additional water pressure to meet higher demand.
Businesses are taking note. CNN and CNBC moved their main morning shows an hour earlier, to 6 a.m., in December. Office-supplies giant Staples has shifted opening hours of some 100 of its stores to 7 a.m. from 8 a.m. after getting the message from regional focus groups and customer surveys. Based on spending patterns of pre-7 a.m. shoppers, Internet boutique Bluefly.com recently began posting all new items and exclusive deals by 6:30.
Of course, for the sleep-deprived, becoming a morning person can be an uphill battle -- 70% of us are not naturally alert and active in the morning, according to the National Sleep Foundation, an educational organization. Videogame designer Frank Rogan used many techniques to train his body to ease into 6 a.m., the only time he can steal for himself. He's experimented with a "dawn simulator" alarm clock that gradually illuminates the bedroom, searched for wake-up tips on the Internet and even forced himself to go to the gym, which he was appalled to find packed at 6 a.m.
"It's like these people are a different species," says Mr. Rogan, who uses his time to work out or enjoy breakfast on the back porch but sometimes can't help logging on and firing off emails before office hours start.
The shift to sunrise comes thanks to everything from heavier rush-hour traffic to BlackBerry overload that has left predawn as the last refuge for many people. In Phoenix, Skydive Arizona has seen a spike in prework parachuting. "These are Type-A personalities -- doctors, lawyers," says jump coordinator Betsy Barnhouse. "Once they face their mortality in the morning, they can just walk through their day."
Others try more sedentary pursuits. In the past year, La Jolla, Calif., psychologist Barbara Rosen says she's started seeing patients at 7 a.m., two hours earlier than her previous first appointments. "I've had requests for 6, but I'm not quite ready to do that," she says.
It's such early risers that helped convince CNN to air its popular morning broadcast earlier. Jonathan Klein, president of CNN, says that in the last 10 years, the number of 25- to 54-year-olds watching TV in the early morning has doubled, a key factor in the decision to move "American Morning" to 6 a.m. from 7 a.m. As for the anchors, who now have to get to work at 3 a.m., "they hate it; they think I'm mean. I'd like to say they cheerfully do it, but hey, it was bad enough that they had to come in at 4 a.m."
At CNBC, the popular "Squawk Box" now airs at 6 a.m., following a new business show at 4 a.m. "There's no question that the fastest growing day part for news is in the mornings," says David Friend, senior vice president of business news. "It was a no-brainer."
Advertiser money is moving in the same direction. An average of about $52 million is spent on network-television commercials during weekday news shows between 5 a.m. and 7 a.m., up from $32 million five years ago, according to research firm TNS Media Intelligence. And though this amount pales in comparison to the hours when "Today" and "Good Morning America" hit the air, the spending increase of 5-7 a.m. outpaced 7-9 a.m. during the same time period, 63% to 46%.
When Tina Sharkey was looking for ways to spend more time with her son, she found it -- at 6:45 a.m. The America Online head of network programming now forces herself out of bed and into the gym at 5:30 so she can have time to read to her 6-year-old before the school bus comes. "We've been attacking Harry Potter from 6:45 to 7:31 in the morning," she says. "The only place I can give is sleep."
For some people, it's simply a matter of trying to beat the traffic. In the last five years, the number of people leaving home between 5 a.m. and 5:30 a.m. increased by 12%, the biggest jump in rush-hour departure times, according to the Census Bureau. That, of course, moves everything else earlier. Quality Care Associates, a child-care company that serves several high-powered New York City suburbs, says requests for nannies to start at 7 a.m. are up 5% over the last year.
Getting up earlier comes fairly easy to Chris Oberbeck -- it's his family that sometimes balks. The private-equity investor in Greenwich, Conn., says that between his 11 p.m. conference calls to India and an ever-buzzing BlackBerry, dawn is "the only shot we've got." Among the new morning activities he's lined up: family birthday parties with waffles instead of cake. But with four boys to drag out of bed, Mr. Oberbeck says rebellion is inevitable: "The most grumbling comes from the one assigned to cook."
For Robert Cobourn, mornings have become a chance to catch up on late-night TV shows he programs on his TiVo. Mr. Cobourn's 10-year-old son Jack, whose afternoons are taken up with soccer practice and nights with homework, recently tried setting his alarm earlier, too, so he could squeeze in videogames before school. Lately, though, Jack's been sleeping right through: "I'm more of a stay-up-late person, anyway."
Myron E. "Mike" Ullman III, 59, chairman and CEO, J.C. Penney, Turtle Creek, Texas
Hugh Hefner, 79, founder and editor in chief, Playboy magazine, Los Angeles
David Lee Roth, 51, former lead singer of Van Halen, now host of a morning radio show, New York
Gary C. Kelly, 51, vice chairman and CEO, Southwest Airlines, Plano, Texas
Michael J. Critelli, 57, chairman and CEO, Pitney Bowes, Darien, Conn.
Write to John Jurgensen at john.jurgensen@wsj.com