In brief
Three months into her tenure, Bari Weiss, the new leader of CBS News, declares the network must evolve or risk obsolescence. Drawing on the legacy of Walter Cronkite, she announces the hiring of 18 new contributors and the urgency to shift strategies towards digital content production, including podcasts and newsletters. Weiss warns that CBS must adapt to the changing media landscape or face decline, urging her team to reflect diverse voices and engage with the audience more effectively.
Bari Weiss, the recently appointed head of CBS News, has outlined a bold vision for the network's future, emphasizing the need for innovation and an urgent shift away from traditional broadcasting to meet modern audience expectations. In her remarks to the staff, she invoked iconic news anchor Walter Cronkite as a reminder of the network’s historical roots while indicating a clear shift toward new strategies.
Weiss, who has been in her role for just three months, is already making significant changes, announcing the hiring of 18 new contributors to bring fresh perspectives and ideas. She stated that the network must produce stories that 'surprise and provoke' not only the audience but the team within the newsroom itself.
Initially recognized for her founding of the Free Press website and her influential yet contentious role in journalism, Weiss has sparked discussions on the direction of CBS News. Her controversial decision to halt a critical report on Trump’s deportation policies has kept her under scrutiny as observers speculate on the political influence at play in the network’s future.
Weiss noted that the media landscape today is vastly different from Cronkite's era, pointing out that CBS News now competes with billions of alternative platforms for audience attention. She criticized the network's strategy thus far, which she believes has overly relied on traditional broadcast television, declaring that sticking to this approach will lead to CBS’s failure. 'If we stick to that strategy, we’re toast,' she warned.
The network must embrace a streaming mindset, Weiss argued, as its primary means of consumption in the future. Introducing new formats such as podcasts and newsletters is essential to maintain relevance in a rapidly evolving media environment. She envisions CBS News as a startup—a laboratory for innovation—where speed and experimentation can thrive.
Key to her strategy will be a renewed focus on investigative journalism, bringing forth impactful 'scoops' that delve deep into topics rather than fleeting headlines. 'This is where we can soar,' she emphasized.
Weiss is also keen on diversifying the voices and stories the network covers, suggesting that CBS should reflect the political friction present in America today. She highlighted the importance of incorporating differing viewpoints, including those from individuals with connections to the recent Trump administration.
The new hires Weiss announced include a variety of personalities, from journalists and academics to media professionals with strong backgrounds in influential circles. The inclusion of figures who have expressed support for Trump may signal a shift in CBS's approach toward more balanced storytelling, aiming to broaden its audience reach.
In summary, Bari Weiss is determined to reshape CBS News into a formidable player in the digital age, advocating for transformative changes that not only resonate with current viewers but also attract new audiences.
