CBS News Editor-in-Chief Bari Weiss Outlines Vision for Change
Bari Weiss, the recently appointed Editor-in-Chief of CBS News, shared her vision during a town hall meeting on Tuesday, stating that the current focus on linear television isn’t yielding desired results. Weiss emphasized the need for transformation in the organization.
Having been selected by CEO David Ellison after the acquisition of her previous news organization, the Free Press, in October, Weiss faced her share of criticism regarding her opinionated background and relative inexperience in television. Still, many believe her perspective could help CBS catch up to competitors like ABC and NBC.
Addressing the staff, she acknowledged the criticism, expressing understanding for their anxieties and uncertainties. Rather than simply asking for trust, Weiss said she aimed to earn it through her actions, both with staff and viewers.
She stated, “I’m here to make CBS News fit for purpose in the 21st century” and indicated that change in the media landscape is ongoing, evolving much faster than it has historically. Live participation from CBS News employees across various locations further enriched the event’s engagement.
She cited the legendary journalist Walter Cronkite, recalling how 30 million people once trusted him nightly for news regardless of their political affiliations. Weiss pointed out that today’s media environment is vastly different, urging the team to reflect on how they produce content that resonates with audiences.
Weiss acknowledged several challenges, like declining trust in the media, as highlighted by a Gallup poll indicating that only 28 percent of people find traditional media trustworthy. She suggested that the audience is not turning away but instead engaging with alternative platforms like podcasts and YouTube. “We need to meet audiences where they are,” she stressed.
Her remarks have raised eyebrows, particularly after some controversial decisions, including delaying a report on a Salvadoran prison. Weiss also noted that CBS’s strategy previously focused too much on retaining old viewers rather than attracting new ones.
Despite the industry’s complex dynamics, Weiss is determined to uphold core journalistic principles while adapting to modern tools and trends. She mentioned that the job of meaningful reporting is far from a commodity, arguing it’s a unique skill set that should be prioritized.
In the meeting, Weiss encouraged open discussion and innovative thinking, expressing concern over employees’ hesitance to propose unconventional ideas. “We need to be more reflective of the political frictions that drive national conversations,” she stated.
She firmly believes that CBS News should pivot toward streaming as its primary approach, arguing that traditional television will not suffice moving forward. Weiss highlighted that current revenue models must adapt to the evolving relationship with viewers in a digital landscape.
While acknowledging that winning isn’t solely about ratings, she stressed the importance of creating content that audiences find indispensable. This approach may include podcasts, newsletters, and live journalism events as integral components of the strategy.
As she wrapped up the meeting, Weiss expressed her commitment to initiate necessary changes within CBS News, reiterating the higher stakes and urgency confronting the organization.
