CNN’s New Slogan: “We Will Start Covering Actual News.  For Real.  We Promise.”

Signage is seen at CNN center, Thursday, April 21, 2022, in Atlanta. The pantheon of colossal business failures has a new member in the CNN+ streaming service. The news network's subscription offering hadn't even been operating for a month before Warner Bros. Discovery announced this week that it would be shutting down on April 30. (AP Photo/Mike Stewart)

Here’s a sure-fire way to know you’ve tanked as a brand, that you have hit rock bottom, a shell of your once proud former self, hoping to find a way back to not being the butt of a joke with potential relevance in your cross hairs. 

You tell the world that you are returning to what you should be doing in the first place. 

According to Warner Bros Discovery CEO David Zaslav, CNN is now renewing its focus on “Journalism.”  He wants the left-leaning network to report to break away from bashing conservatives and try to appeal to everyone. 

It would be similar to Coca-Cola calling a press conference to announce they were done manufacturing sneakers and focusing on sugary drinks again.

Here’s a quote from Zaslav. 

“Journalism first. America needs a news network where everybody can come and be heard; Republicans, Democrats. I think you’re seeing more of that at CNN. We’re not going to look at the ratings and, in the long run, it’s going to be worth more.”

No one can argue that he has come up with one good idea.  To not look at the ratings. 

Most brands know what principles they were built on, and what they do best and try to live up to that daily.  CNN spent the past five years turning into a clown show. Trump-bashing 24/7, which allowed them to be excellent at one thing; losing money, viewers, and prestige. 

Zaslav is all business. He couldn’t fire Jeff Zucker fast enough when he took the reigns and told his replacement to get back to covering news.  The problem is he hired the former EP of CBS’s “The Late Show with Stephen Colbert,” Chris Licht, which is the one show that leaned so far left under his watch that it could have held down the 10 PM  spot on CNN in 2019. 

According to a story in the New York Post, CNN drew 57,000 total viewers in the 25-54 demographic on Saturday, June 18.  It was their worst-rated day since 1993.  

 

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