Bari Weiss Warns CBS News Staff: ‘We’re Toast’ Without Change

Bari Weiss, the chief of CBS News, recently delivered a stark message to her staff: they are in danger of failing if they do not change their current strategies. Speaking three months into her tenure, Weiss referenced the legendary news anchor Walter Cronkite, suggesting that nostalgia for the past must give way to modern approaches.

Weiss emphasized the necessity for CBS News to surprise and provoke audiences, stating that the network cannot rely solely on traditional broadcasting methods. She announced the recruitment of 18 new contributors, aiming to inject fresh perspectives into the newsroom.

Having founded the Free Press and with no prior experience in broadcast journalism, Weiss has quickly become a notable figure in the media landscape. Critics are closely observing her direction, especially after she delayed a critical “60 Minutes” report on former President Trump’s deportation policies.

During her address, Weiss pointed out that CBS News must cater to a broader audience, asserting that the current product is not attracting enough viewers. She noted that people are turning to alternative media sources like podcasts and social media, leaving traditional television behind.

“Our strategy until now has been to cling to the audience that remains on broadcast television,” she stated, warning that without a shift in focus towards streaming, the network risks becoming obsolete.

Weiss envisions CBS News as a hub for innovation, promoting investigative journalism and new formats like podcasts and newsletters. She highlighted the importance of producing substantial scoops that offer deeper insights rather than fleeting news stories.

In her view, CBS News has the potential to be the best-capitalized media startup, but it must embrace the fast-paced and experimental nature of such an environment. She acknowledged that this transformation may not suit everyone within the organization.

Furthermore, Weiss discussed the need for the network to reflect the political diversity of the American conversation and expand the range of voices it represents. This includes engaging with figures from various political backgrounds, indicating a shift towards more inclusive storytelling.

Among the new contributors joining CBS News are prominent personalities like Niall Ferguson and Masih Alinejad, who bring diverse perspectives to the network.