Bari Weiss, the newly appointed head of CBS News, has issued a stark warning to her team: unless significant changes are made, the network faces an uncertain future. Speaking candidly to staff during her first few months in the role, Weiss highlighted the need for CBS to evolve beyond traditional broadcasting methods to remain relevant in an ever-shifting media landscape.
A Call for Innovation
In a meeting that resonated with urgency, Weiss invoked the memory of legendary journalist Walter Cronkite, remarking that the current state of CBS News is far from what the public desires. “We’re toast,” she declared, emphasising that the network’s output isn’t meeting audience expectations. With the proliferation of alternative media, including podcasts and online platforms, Weiss noted that CBS must adapt or risk losing its audience to more agile competitors.
“We can’t reverse time’s arrow,” she stated, recognising the nostalgia for Cronkite’s era but stressing the need to confront the reality of a digital age dominated by countless media options. The current strategy of clinging to traditional broadcast television, she argued, is insufficient for retaining viewers.
Embracing a New Media Landscape
Weiss’s vision includes a comprehensive shift towards a streaming-centric model. She aims to reframe CBS News as a laboratory for innovative storytelling, which could encompass podcasts and newsletters. By fostering a culture that prioritises investigative journalism and fresh ideas, Weiss believes the network can regain its footing and attract a broader audience.
“We’re not just chasing scoops that fade minutes after publication,” she asserted. “We need to focus on investigative pieces and thoughtful explanations that can truly resonate.” Weiss’s remarks signal a shift toward in-depth reporting that offers more substantial insights into current events.
Restructuring the Workforce
While Weiss has hinted at a forthcoming transformation within CBS’s workforce, specific details remain sparse. Her assertion that the news division must reflect the political diversity of contemporary America suggests an intention to broaden the range of voices and stories featured on the network. This inclusivity could involve featuring perspectives from across the political spectrum, thereby enhancing the network’s credibility and appeal.
Among the new contributors Weiss announced are notable figures like historian Niall Ferguson and journalist Masih Alinejad, both known for their distinct viewpoints. This diverse array of contributors indicates Weiss’s commitment to presenting a multifaceted narrative that engages viewers with varying perspectives.
Facing the Future
Weiss has positioned CBS News as “the best capitalised media start-up in the world,” highlighting its potential for rapid change and innovation. However, she acknowledged that such an environment might not suit everyone, suggesting that those resistant to a dynamic, experimental approach may need to reconsider their roles within the company.
“I completely respect if you decide this is just not the right place at the right time for you,” she said, signalling a willingness to embrace change—even if it means losing some staff along the way.
Why it Matters
Bari Weiss’s leadership marks a pivotal moment for CBS News as it seeks to reclaim its relevance in a crowded media landscape. By fostering innovation and embracing a broader array of voices, the network has the potential to not only retain its existing audience but also draw in new viewers who are increasingly turning to alternative platforms for news. As traditional media continues to grapple with the digital shift, Weiss’s approach could serve as a blueprint for other organisations facing similar challenges in delivering compelling, trustworthy journalism.
