CNN’s new chief says the network needs to recapture the “swagger and innovation” of its youth

NEW YORK — Mark Thompson, CNN’s newly appointed chief executive, has announced a bold strategy to reinvigorate the network, emphasizing a shift away from traditional television to adapt to contemporary media landscapes. Appointed last fall following his roles at The New York Times and the BBC, Thompson shared his vision for CNN’s future with his staff on Wednesday. This includes a corporate reorganization, though specific details about this transformation were not extensively outlined.

Thompson, in a memo, pointed out that CNN, once seen as an innovative “scrappy outsider,” has been lagging in adapting to the decline of its primary television business. He expressed the need for more innovation and risk-taking, observing that CNN’s traditional broadcasting services and website often seem outdated.

He emphasized the importance of evolving with the audience, particularly younger viewers who predominantly rely on smartphones for news. Thompson’s approach involves merging the national, international, and digital teams into a single unit, led by Virginia Moseley as executive editor and Mike McCarthy as managing editor.

In a significant move, Alex MacCallum, currently at The Washington Post, is joining CNN to oversee digital projects and services. Thompson, renowned for his role in establishing The New York Times’ successful digital subscription model, aims to explore similar revenue avenues at CNN, though it remains to be seen if this will involve a subscription service or other digital initiatives.

Thompson criticized CNN’s past approach to leveraging its news content and intellectual property, declaring an end to this underutilization. He called for a “drastic modernization” of the CNN.com website and the development of multiple digital projects to support the CNN Max streaming service.

Highlighting the challenges faced due to cord-cutting, Thompson noted a significant decline in U.S. cable television audiences, with CNN’s ratings dropping by 15% in 2023. In comparison, Fox News Channel and MSNBC experienced an 18% decrease and a 6% increase, respectively.

Thompson also urged CNN’s television personalities to expand their reach across multiple platforms, citing Anderson Cooper’s “All There Is” podcast about grief as a prime example of this multiplatform approach.