ely exclusively on the CEO as spokesperson. Develop a channel that offers new material consistently and over-deliver on the expectations on fairness. Get the young talent up more quickly in the organization. He brought together those with less than two years of experience at CNN for regular brainstorms. He told a hysterical tale about his experience as the 37 year old put in charge of legendary Don Hewitt, creator of 60 Minutes.
During lunch at the famous 21 Club in New York City on his first week in the new job, Hewitt told him he was fine having a younger boss. “Listen kid (Don called everyone kid), I have 10 ideas a day. Nine of them stink. Your job is to tell me which one is the good one.”
The comparative advantage for CNN is to “flood the zone” with reporters who cover all aspects of a story. He said that CNN made itself the primary destination for election news in 2008 through saturation coverage with dozens of reporters.
I take two important messages out of the conversation. We have to get our clients to consider the “be a media company” approach. YouTube is introducing a product next week called Moderator, which will feature interviews with corporate executives done by Thomson Reuters TV personalities such as Chrystia Freeland.
There will also be a YouTube Trends product, measuring the “water cooler” chatter on new videos posted. The second takeaway is that our clients must accommodate a world that is becoming more siloed based on ideology; we have to reach these audiences without entering the political wars.
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