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In a bold address to her staff Tuesday, CBS News chief Bari Weiss declared that the network must radically transform its approach to news or risk irrelevance in today’s fragmented media landscape. Just three months into her tenure, Weiss made it clear she sees herself as a change agent at the storied network.
“Our strategy until now has been to cling to the audience that remains on broadcast television,” Weiss told staff. “If we stick to that strategy, we’re toast.”
In remarks later released publicly, Weiss even invoked CBS News legend Walter Cronkite — long revered as “the most trusted man in America” during the 1960s and 1970s — as a symbol of an outdated era. “We can’t reverse time’s arrow,” she said. “He had two competitors. We have two billion, give or take.”
Weiss, who founded the Free Press website before joining CBS without prior broadcast experience, has quickly become a polarizing figure in journalism circles. Her decision to hold a “60 Minutes” story critical of President Donald Trump’s deportation policy for a month raised concerns among critics who question if she’s steering the network in a more Trump-friendly direction.
The new CBS News chief announced the hiring of 18 new contributors as part of her vision to “surprise and provoke — including inside our own newsroom.” The roster includes several notable figures: Niall Ferguson, a Free Press columnist who has expressed support for Trump; Mark Hyman, a doctor and podcast host aligned with Robert F. Kennedy Jr.; and former national security adviser H.R. McMaster.
Other additions include Iranian American journalist Masih Alinejad, Harvard economist Roland Fryer Jr., Manhattan Institute President Reihan Salam, and several podcast hosts and columnists from various backgrounds.
Weiss diagnosed multiple challenges facing CBS News, noting that “not enough people trust us” and that audiences are abandoning traditional networks for podcasts, newsletters, YouTube channels, and more nimble competitors. She emphasized the urgent need to shift to a streaming mentality, predicting it will eventually become the only way people consume CBS News content.
“We see ourselves as the best capitalized media start-up in the world,” Weiss declared. “But start-ups aren’t for everyone. They’re places that move at rapid speed. They experiment. They try new things. They sometimes create noise and, yes, bad press.”
In what appeared to be a warning to staff resistant to her vision, she added: “If that’s not your bag, that’s OK. It’s a free country and I completely respect if you decide this is just not the right place at the right time for you.”
According to someone present at the meeting who spoke anonymously, Weiss mentioned a coming “transformation” of CBS’ workforce but provided no specifics about what that might entail.
Since Weiss took over, CBS News has featured several interviews with Trump administration figures. Trump himself appeared on “60 Minutes” on November 2 and was interviewed by evening news anchor Tony Dokoupil in January. In December, Weiss hosted a prime-time special featuring Erika Kirk, widow of slain conservative political activist Charlie Kirk.
The new direction at CBS News comes amid broader industry turmoil, with traditional media organizations struggling to remain relevant and profitable in an increasingly digital landscape. Network news divisions have been particularly challenged as younger audiences gravitate toward online sources and social media for information.
Weiss emphasized that producing exclusive content would be central to the network’s strategy going forward. “Not scoops that expire minutes later. But investigative scoops. And, crucially, scoops of ideas. Scoops of explanation. This is where we can soar — and where we’ll be investing,” she said.
She also stressed that CBS News needs to “reflect more of the political friction that animates our national conversation” and “widen the aperture” of stories and voices featured on the network — a statement some observers interpret as a commitment to include more conservative perspectives.
As CBS News navigates this period of transformation under Weiss’s leadership, the industry will be watching closely to see if her vision for reinvention can succeed in an increasingly competitive and fragmented media environment.
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14 Comments
Weiss raises valid points about the challenges facing legacy media. However, CBS must be careful not to sacrifice its reputation for integrity and impartiality in the process.
Adapting to the digital age is essential, but CBS should stay true to its mission of providing reliable, trustworthy news to the public.
Invoking Cronkite is a bold move, but Weiss makes a fair point about the fragmentation of the modern media environment. Adapting to these changes is crucial for CBS’s future.
It will be important for CBS to maintain its standards of accuracy and impartiality even as it seeks to modernize its approach. Viewers still value reliable, fact-based reporting.
The media landscape has indeed become more fragmented and complex. But CBS should be cautious about any shift towards a more partisan or Trump-friendly approach.
Objective, fact-based journalism is crucial for a healthy democracy. I hope CBS can find a way to modernize without compromising its core values.
Weiss’ comments about the Trump-friendly direction raise some concerns. Objective, unbiased journalism should be the priority, not political favoritism.
I hope CBS can find a way to appeal to a broad audience without compromising its journalistic principles. Maintaining trust should be the top priority.
The media landscape is certainly more fragmented and competitive than in Cronkite’s era. But CBS must be careful not to sacrifice its credibility in the pursuit of ratings.
Balancing innovation and tradition will be a delicate act. CBS should strive to evolve without losing the core values that made it a trusted news source.
Weiss’ remarks highlight the need for legacy media to adapt, but the path forward is not always clear. CBS will have to navigate this carefully to remain relevant and credible.
Ultimately, CBS must prioritize accurate, impartial reporting that serves the public interest. Maintaining journalistic integrity should be the guiding principle, even as the industry transforms.
Weiss’ comments highlight the challenges legacy media faces in the modern digital landscape. It will be interesting to see how CBS adapts its approach to stay relevant and trusted.
Balancing journalistic integrity with audience appeal is a tricky line to walk. CBS will need to find the right formula to remain a go-to news source.