• by Wayne Friedman , Staff Writer, 7 hours ago

At a seemingly beleaguered broadcast news staff meeting, President of CBS News Bari Weiss gave a frank overview about the legendary TV news organization -- and its future:

"The reality is twofold. First, not enough people trust us. Not you. Us. As in the mainstream media."

Weiss says a recent Gallup poll showed only 28% of people have trust in mainstream media -- and that includes CBS News.

The trouble is that is the word "product" can be tricky when it comes to "journalism" and more difficult when it comes to the word "truth."

We can talk up how siloed we are with our political leanings. Do truths need to be marketed differently?

We should talk about on-air presentations. Perhaps we need young influencers with jeans, long hair and tattoos talking about inflation, leading economic indicators and the like. At the same time, how about older-looking gentlemen in suits and ties talking about EDM music?

Weiss says CBS News needs to meet audiences where they are. Well, we have that now -- structurally.

We don’t have to worry that older-skewing CBS isn’t on every available digital platform for its news content: streaming, website, social media and all things mobile.

People are working harder and longer and are not always available to see “The CBS Evening News” or "60 Minutes" either live, on delay, or even individual story pieces that may go un-viewed on Instagram or TikTok.

Is Weiss talking about something else? Was it that people really want to see Trump Administration official Stephen Miller during the "60 Minutes" piece about the horrific conditions of the prison in El Salvador?

Weiss wanted Miller so much that without an on-the-record appearance from him she intimated the show was not worthy and needed to be pulled, according to reports.

For the record, a “60 Minutes” reporter tried to get a comment from the Trump Administration, but was turned down.

So how do you build trust then? Should a straight-up news media organization market itself with less one-sided opinionated content?

That would not necessarily be what people want to see.

The old line about journalism needing to “hold those in power accountable” may not make the cut in those video marketing messages.