How Bari Weiss Is Targeting Scott Jennings and Bret Baier to Rebrand CBS News

TL;DR

Bari Weiss plans to rebrand CBS News by pursuing prominent media figures with moderate appeal, including CNN contributor Scott Jennings and Fox News anchor Bret Baier. She met with Baier about potentially hosting CBS’s flagship show and invited Jennings, 48, to CBS headquarters in New York City, though Baier is under contract with Fox through 2028. Read on for the proposed roles, recruitment obstacles, and signs of wider change at CBS.

Transcript

CBS News U editor Barry Weiss looks to poach ready Scott Jennings. I heard that for swanky new role. So first he goes after Brett she goes after Brett Bear now going after uh uh Scott Jennings. Let me read this to Rob. Can you go exactly to to the point where I say if I were to negotiate on your behalf, go exactly to that point, not when he's askin... Read More

Key Insights

• Barry Weiss is the new chief at CBS News, tasked with rebranding the network.
• Weiss is targeting high-profile talents like Scott Jennings and Bret Baier.
• Scott Jennings is known for his cutthroat debating style on CNN.
• Bret Baier is under contract with Fox News until 2028, making a move unlikely.
• Paramount, CBS's parent company, is expected to make cuts, adding uncertainty.
• John Dickerson's departure from CBS hints at upcoming changes within the network.
• Weiss's strategy includes introducing moderate voices to appeal to a wider audience.
• CBS has historically been in third place among major networks, motivating the rebrand.

Questions & Answers

Q: How does Bari Weiss plan to rebrand CBS News?

Weiss is pursuing recognizable media figures such as Scott Jennings and Bret Baier for major roles at CBS News. The discussion describes her targets as having a degree of moderate or middle-ground appeal and presents the recruitment push as part of a broader effort to change the outlet.

Q: Why is Bari Weiss targeting Scott Jennings?

Scott Jennings, 48, has built a following through his cutthroat debating style as a part-time CNN contributor. Weiss invited him to CBS headquarters in New York City for a meeting about a possible new role.

Q: What role did Bari Weiss discuss with Bret Baier?

Weiss met with Fox News anchor Bret Baier to discuss the possibility of hosting CBS’s flagship show. Their meeting occurred a week before her discussion with Jennings.

Q: Why is Bret Baier unlikely to join CBS News?

Baier is under contract with Fox News and its evening broadcast through 2028. The transcript therefore describes a deal with CBS as unlikely despite Weiss’s interest.

Q: When did Bari Weiss begin pursuing Scott Jennings and Bret Baier?

Weiss was hired less than a month before the reported meeting with Jennings and was described as having been hired on October 6. She met with Baier one week before meeting with Jennings.

Q: How could CBS’s interest affect Bret Baier’s Fox News contract?

The discussion argues that CBS’s interest could give Baier’s agent leverage in negotiations with Fox. As a hypothetical, the speaker suggests telling Fox that CBS might offer Baier a three-, four-, or five-year contract worth $75 million, encouraging Fox to lock him in.

Q: How do Paramount’s expected cuts relate to the CBS News changes?

The possible recruitment moves come as Paramount, CBS’s parent company, is expected to make cuts. The transcript connects that uncertainty with potential layoffs and the sense that substantial change is approaching at CBS.

Q: What does John Dickerson’s departure indicate about CBS News?

John Dickerson announced that he would leave CBS at the end of the year after 16 years with the network. The speakers interpret his abrupt exit, alongside expected cuts, as a sign that personnel changes may already be underway, although Dickerson did not explain his departure.

Summary & Key Takeaways

• Barry Weiss, newly appointed as CBS News chief, aims to rejuvenate the network by recruiting top media talents like CNN's Scott Jennings. Her strategy is to bring moderate perspectives to CBS, aligning with her mission to restore the network's prestigious reputation amid industry challenges.

• Fox News' Bret Baier was also approached by Weiss, but his ongoing contract with Fox until 2028 makes a transition less feasible. Meanwhile, CBS faces potential layoffs, highlighting the urgency of Weiss's rebranding efforts.

• The media landscape is notably political, with networks often protecting their top talents. Weiss's approach is to break these norms, offering CBS a fresh start by potentially bringing in new, balanced voices to attract a broader audience.