CBS News Digital Audience Strategy: ‘No Need to Pander to Any Demographic’

“It’s insulting to ‘younger viewers’ to suggest that they want their news differently than anybody else,” CBS News General Manager Christy Tanner tells TheWrap

When it comes to delivering news to young consumers,  EVP and General Manager of CBS News Digital Christy Tanner says there’s no need to tailor the way stories are created or distributed — and doing so can be “insulting” to the viewer.

“As far as we’re concerned, a news viewer is a news viewer, and there is really no need to pander to any demographic,” Tanner told TheWrap. “To me, saying that you need to do differently for younger viewers would be akin to saying you need to speak more slowly when you are talking to an older viewer because they might be hard of hearing.” 

While the strategy may differ from competitors, such as ABC News, which draws a clear line in the sand between content for digital natives and programming for older viewers, it has so far been effective for the news organization. The company’s 24-hour streaming network, CBSN, is now averaging 1 million video streams a day or around 30 million a month. For comparison, ABC’s 24/7 digital news stream garners around 5 million views a month. ABC News’ live stream launched in April 2018, four…

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