In brief
Three months into her tenure, CBS News leader Bari Weiss called for a fundamental shift in the network's approach, invoking Walter Cronkite's legacy as a cautionary tale. Weiss highlighted the urgent necessity for CBS News to appeal to a broader audience through innovative content and platforms, warning that clinging to traditional broadcast strategies could lead to irrelevance. She emphasized the potential for CBS News to become a flourishing media startup and previewed the hiring of 18 new contributors to enhance its perspectives.
Addressing her staff three months into her role as CBS News head, Bari Weiss invoked the legendary journalist Walter Cronkite as a warning about obsolete practices, stating, If we stick to our current strategy, we’re toast.
In her recent remarks, Weiss announced the addition of 18 new contributors, stressing that CBS News must produce content that surprises and provokes thought. With no prior broadcast experience, Weiss has rapidly become a significant, if polarizing, figure in journalism.
Weiss has faced scrutiny after delaying a '60 Minutes' story critical of President Trump, raising questions about her influence on the network’s political direction. However, in her address, she made clear her determination to initiate significant changes in the way CBS News operates.
Cronkite, highly revered as the most trusted man in America during the 1960s and 70s, is viewed nostalgically by many. Weiss acknowledged this sentiment, yet emphasized, We can’t reverse time’s arrow. He had two competitors. We have two billion, give or take. This remark underscores the competitive media landscape in which CBS operates today.
Weiss criticized the current approach, stating that CBS News is failing to resonate with audiences who are turning to various alternative media sources. If we continue to cling to the audience that remains on broadcast television, we’re toast, Weiss warned, confirming the urgent need for the network to adopt a streaming mentality and innovative outreach.
She encouraged the network to position itself as a laboratory for new ideas, including podcasts and newsletters, where investigative reporting takes precedence. Weiss highlighted the necessity of producing impactful stories that capture audience attention and inspire engagement.
To reflect a wider spectrum of voices in political discourse, Weiss mentioned plans for a transformation of CBS’ workforce and storytelling approach, urging her team to broaden their perspective and inclusion.
With new contributors featuring diverse backgrounds and viewpoints, including those supportive of Trump, Weiss aims to redefine CBS News’ landscape as an institution that encourages fresh dialogue in the media. As CBS navigates these changes, Weiss is optimistic about its potential to thrive in the rapidly evolving landscape of news consumption.
