Paramount Bets Digital Provocateur Bari Weiss Can Re-Energize CBS News
In a bold move, Paramount announced Monday that it would invest millions in an unconventional strategy to revitalize its traditional network news division. The plan involves appointing Bari Weiss, a provocative opinion writer, as the editor-in-chief of CBS News and acquiring The Free Press, a commentary site with a modest 170,000 paid subscribers.
According to sources, Paramount is believed to be spending $150 million on this maneuver, which some consider a long-shot strategy. This significant investment aims to inject new life into CBS News, which has seen its audience dwindle in recent years as more people turn to social media for their news.
"We're taking a calculated risk by betting big on Bari Weiss and The Free Press," said a Paramount spokesperson. "We believe her unique perspective and ability to spark conversation will help re-energize our news division and attract a new generation of viewers."
Bari Weiss, known for her incendiary opinions and sharp writing style, has been a polarizing figure in the media landscape. Her appointment as editor-in-chief of CBS News is seen as an attempt to shake up the traditional network news model.
"We're not just looking to replace old faces with new ones," said a CBS News insider. "We want to create a more dynamic and engaging product that resonates with younger audiences."
The acquisition of The Free Press, a commentary site founded by Weiss in 2020, is also seen as a key component of Paramount's strategy. While the site has only 170,000 paid subscribers, it has gained a reputation for hosting provocative discussions on politics, culture, and society.
"We're not just buying a website; we're acquiring a platform that can help us reach new audiences and spark meaningful conversations," said the Paramount spokesperson.
The move is seen as a response to the changing media landscape, where traditional network news divisions are struggling to compete with online outlets and social media platforms. By investing in digital provocateurs like Weiss, Paramount aims to create a more dynamic and engaging product that can attract younger viewers.
As the industry continues to evolve, it remains to be seen whether this unorthodox strategy will pay off for Paramount. However, one thing is clear: the company is willing to take risks to stay ahead of the curve in an increasingly digital media landscape.
In related news, NBC's new NBA coverage has lured American Express and McDonald's as key sponsors, while Paramount aims to keep some top streaming ads out of programmatic fray.
*Reporting by Variety.*
