In April, CNN recorded its lowest monthly ratings in more than 10 years. In May, it recorded its lowest monthly primetime ratings in more than 20 years. It’s now regularly eclipsed not only by Fox News (long the leader in cable news) but also by MSNBC.
Last year, I suggested to an editor at CJR that it do a story titled, “Why Is CNN So Bad?” It never happened, but, prompted by the network’s recent shellacking, I decided to tune in after a long hiatus. It’s even worse than I remembered.
Between 4 p.m., when Wolf Blitzer’s Situation Room begins, and 11 p.m., when Anderson Cooper finishes his second hour (a replay of the first), CNN basically features a succession of babbling anchors interviewing a series of talking heads, with clips from reporters in the field occasionally spliced in. The subjects slavishly follow the national political agenda. One day, the main story was Obama’s “gaffe” that the private sector is doing fine. CNN is really into gaffes, wringing everything from them that it can. It returned to this one over and over, with dueling Democratic and Republican operatives brought on to offer their spin. When members of Congress condemned the administration for national-security leaks, CNN again beat the story into the ground with a similar cast of commentators. The network apparently thinks that having Paul Begala on to trade soundbites with Ari Fleischer makes for riveting TV.
No one outside the political establishment ever seems to make it onto the show. One day, John “Mr. Horserace” King (the anchor at 6 p.m.) had a segment on the Romney campaign’s new effort to corral Latino voters. It’s a worthy subject, and one could imagine a lively discussion among figures drawn from the Latino community. Instead, King had on Carlos Gutierrez, the Romney man in charge of the new project, who was allowed to spew Republican talking points for a seeming eternity.
At 7 p.m., there’s Erin Burnett. In recent days, she’s been hotly pursuing a major story—the supposed explosion in the use of the bath salt Cloud 9 and its link to cannibalistic behavior. Watching her interview a toxicologist over the tag “DEA warns of Cannibal Drug,” I wondered how she ever managed to get a full hour in prime time. As for Anderson Cooper, you’d think that someone with an hour to fill every night would devote himself full time to the job, but since September 2011 he’s been hosting his own syndicated daytime talk show as well. (On a recent show, he surprised the actress Julianna Margulies with her two temptations, chocolate and martinis.) His divided attention shows; Cooper’s ratings have dropped along with everyone else’s.
More than anyone else, Wolf Blitzer is the face of CNN today. On June 7, he made a splash with a long interview with Bill Clinton in which the former president tried to explain away his earlier comments about Romney’s sterling business record and the need to extend the Bush tax cuts. In addition to the standard political questions, Blitzer asked him about his diet, told him he looked great, seconded Clinton’s comment that he hopes to be around for a lot longer, and asked him about his daughter Chelsea. Noting that he had recently seen her at a Kennedy Center event, Blitzer said that, watching her eyes, “I saw the best of Bill Clinton and the best of Hillary Clinton. You’ve probably seen that as well. I wonder if you’d want to talk a little bit about that.” Remarkably, Clinton said he was very proud of his daughter. For the rest of the day and into the next, CNN shamelessly milked the interview, playing snippets over and over accompanied by more commentary.
Seeking a respite, I tuned in to Piers Morgan at 9 p.m., only to find that his first guest was Wolf Blitzer, talking about his interview with Clinton! After a while, Morgan finally moved on, to an “exclusive” interview with author and transgender advocate Chaz Bono in which he asked how much “the fact that you decided to become a man” contributed to his break-up with his girlfriend.
Morgan’s show is truly fatuous. His fawning two-hour special on the Queen Elizabeth’s 60th Jubilee was gleefully mocked by Jon Stewart. For me, Morgan showed what he’s really about when Whitney Houston died. In a column for the Daily Mail, Morgan described the moment he heard the news:
The one sure-fire way you know when a big story breaks in Los Angeles is by the sound of helicopters buzzing around the skies. I was driving through Beverly Hills late in the afternoon when I looked up to see three choppers circling the Beverly Hilton Hotel, venue for Clive Davis’s big party. It was too early for the red carpet to have started, so something big must have happened. Then the first text message arrived: ‘Whitney Houston’s dead.’ Wow. I raced straight to the CNN bureau in West Hollywood, to co-anchor what turned out to be four hours of rolling news coverage of this shocking event.
Those four hours were followed by many more as Morgan returned night after night to this world-altering event, exploring its causes, implications, and significance from every conceivable angle.
Morgan was brought in January 2011 to replace Larry King. The retirement of the celebrity-hound King after 25 years on the air gave CNN a prime opportunity to fill a marquee slot with someone fresh and original. Instead, it essentially selected another King, only younger, smarmier, and more royalist in outlook. And, in an embarrassing rebuke to the CNN brass, his ratings have dipped even lower than King’s.
Overall the words that kept coming to mind while I viewed CNN were: conventional, unimaginative, repetitive, and—most damning of all—boring. CNN executives themselves finally seem to have awakened to this. Recently, they announced a new, unconventional hire: Anthony Bourdain. The host of No Reservations, the culinary road show on the Travel Channel, Bourdain will soon be offering similar fare on CNN. David Carr, writing in The New York Times, was greatly impressed by Bourdain’s hiring. To me, though, it simply suggests that CNN is going to offer more empty calories.
How might the network do things differently? The most commonly discussed alternative for CNN is to go the way of Fox and MSNBC and become more partisan. Fortunately, it’s resisted that approach—we need a real news network, not another polemical one. What’s really striking about CNN, though, is how little actual news—how little reporting—there is on it. Amid all the chatter, talking points, and spinning, there are very few stories from the field. In general, I get more nourishment from the half hour of The CBS Evening News (much improved under Scott Pelley) than from the seven prime-time hours on CNN.
This is dismaying in light of the vast staff CNN maintains. From cnn.com, I calculate it has some 85 domestic and 35 international reporters, 33 anchors and commentators, and 14 executives. They are no doubt backed by hundreds of producers, cameramen, and assistants in bureaus around the globe. Yet their presence is seldom visible on the air. Rather than hire a globe-trotting chef, CNN could begin really covering the globe. With so much air time and so large a staff, it could even try emulating 60 Minutes, whose mix of reporting, investigation, and (alas) personality profiles remains the best news show on commercial TV.
Actually, CNN already does host one 60 Minutes-like show—Fareed Zakaria’s hour-long GPS specials. He recently did one on how to save the US healthcare system. I found it both educational and entertaining—an oasis in the CNN desert. If only the network had the conviction to offer more such shows. It certainly couldn’t do much worse than it already is.

CNN is already deeply political. They're just partisans of the Conventional Wisdom Party, of which the "other two parties" happen to be mere caucuses. How much favorable, or even fully factual, coverage for serious deficit spending, BDS, Occupy, the anti-war movement, or the 99% in general does one see on CNN? Zakaria's about the size of it, no?
#1 Posted by Jonathan, CJR on Tue 12 Jun 2012 at 03:49 PM
This is why CNN should indeed stop competing with MSNBC and Fox, and start competing with the likes of BBC or Al Jazeera. Or, it could just completely ditch the US channel and replace it with a simulcast of CNN International, which does compete with the BBC and actually manages to enlighten the viewer.
http://anoteinthec.wordpress.com/2012/05/30/building-a-better-cnn/
#2 Posted by Abraham M., CJR on Tue 12 Jun 2012 at 04:36 PM
It's funny you mention Scott Pelley and 60 Minutes in a positive way. Glenn Greenwald has an excellent takedown out today about the fawning, uncritical piece Pelley did for 60 Minutes about Leon Panetta, in which Panetta talks casually about extrajudicial assassinations and U.S. involvement in many countries. Quite honestly, if 60 Minutes is an example of "excellent" journalism, it's a truly sad commentary on the state of most media in this country.
#3 Posted by Scott P., CJR on Tue 12 Jun 2012 at 05:20 PM
Good point, Scott P. 60 Minutes is often solid but can be very fawning, especially toward people in power. I should have noted that.
#4 Posted by Michael Massing, CJR on Tue 12 Jun 2012 at 06:07 PM
I used to watch CNN international when I was in international territories. It was vastly smarter than the domestic product because its competitor abroad was the BBC. It had to have respect for their viewers because the english watchers in foreign countries weren't 8th grade graduate, AM radio accustomed, couch pundits who'd rather watch Fox News to get their freak show on, anyways. They were professionals who were watching the news to sharpen their language skills as well as become informed.
For instance, this was on the front page of the international edition along with stories about Syria and the Spanish 'Indignados' (think Occupy Barcelona).
In America, CNN has mandated itself from being partisan with expected consequences. Therefore it cannot talk with a voice of expertise (which might indicate a view - which could be interpreted as "A BIAS!") so it has to talk with a voice of informality "Like, this story on black holes is neat." It has to talk about sensational issues to attract eyeballs ('George Zimmerman's wife arrest' is top of the US page as I write this) and it has to make 'digestible biscuit' stories (Pictures of Romney and Obama under the headline "Could you see them at your cookout?" is at the top of the US page as I write this).
Subjective is equated with emotional. CNN wants to be objective. CNN wants to be bland. People don't watch bland no matter how much you try to personalize it, no matter how much of the circus element you throw in. You trivialized the network product, in order to keep it inoffensive, and then you wonder why people don't derive much value from watching it.
Chris Hayes, Bill Moyers, Amy Goodman, are doing the jobs CNN should have been doing from the beginning.
Hell, Jon Stewart was the most trusted newsman in America. Was that because he stayed 'impartial' and made digestive biscuit TV?
CNN does not understand the game with its own audience. It puts one of the most unintelligent men in news (by Jeopardy score) in charge of what should be their weightiest program going, at least by the name - "The Situation Room".
What's their top headline as I write? "Clinton's pride in his daughter"
The american edition is not a news channel anymore. It's a pretentious National Enquirer, it's Blitzer and Katie Lee, and I'm the worse for watching it.
#5 Posted by Thimbles, CJR on Tue 12 Jun 2012 at 06:21 PM
This is interesting - "..they announced a new, unconventional hire: Anthony Bourdain. The host of No Reservations, the culinary road show on the Travel Channel." SOoooo the Cable "News" Network has come full circle and back to truly being Chicken Noodle News as we all knew it in the beginning.
Most cable "news" programs are merely morons interviewing other morons, none of whom are in positions to actually know anything. Do yourself a favor, stop watching them. And by the way, you'll learn a lot more by watching The Daily Show that you'll ever learn from watching any personality-driven talk show that pretends to be a "news" program.
#6 Posted by Ron Gardner, CJR on Wed 13 Jun 2012 at 11:17 AM
The CNN I watch in hotel rooms outside of the United States is excellent, with lots of intelligent, probing 30-minute and 60-minute documentary reports on Africa, Asia and the Middle East, and limited re-runs of the US-based nonsense shows.
I've often wondered why CNN/Atlanta doesn't use more CNN/International.
#7 Posted by Evelyn Kanter, CJR on Wed 13 Jun 2012 at 12:25 PM
I wrote this a couple of years ago when the decline was shocking. I am now inured to it: http://jonsinton.wordpress.com/2010/05/25/how-to-fix-cnn/
#8 Posted by Jon Sinton, CJR on Wed 13 Jun 2012 at 01:11 PM
Even Aaron Brown looks refreshing compared to CNN's current cast of characters!
#9 Posted by CH, CJR on Wed 13 Jun 2012 at 03:11 PM
Bipartisan news doesn't have to be boring -- look at PBS News Hour.
CNN's version of bipartisanship is to make sure they blame both parties equally no matter what "news" story they're covering.
#10 Posted by Valerie Warner, CJR on Wed 13 Jun 2012 at 04:23 PM
Fantastic writing. And hopefully you only did a 7hour with CNN stint once, because I don't think anyone can survive that more than once. I am going to send this article to CNN because I'm thinking maybe they don't know how boring and bad they are, what else could be the reason they remain as they are? And love the description of Piers Morgan, he is bottom of the barrel, belongs on a talent show as a judge....
#11 Posted by Season, CJR on Wed 13 Jun 2012 at 05:00 PM
CNN has become a bore. They gave up on covering news and decided there was an audience dying to hear more bloated, opinionated, peevish, fatuous, whining and shouting than you can get around the table of fractious holiday gathering of Hatfields and McCoys. Does everyone have to talk at once? Where did they get the stable of bloggers and out-of-work campaign camp followers? If they're not shouting at each other they are promoting their facebook or twitter accounts. Chessh! Fareed! You're the only one who doesn't think the viewers are louts. I'm back to watching CBS Morning. At least I sort of know when there will be news read.
#12 Posted by David Hawthorne, CJR on Wed 13 Jun 2012 at 05:53 PM
Now that Fox has staked claim to the right and MSNBC has staked claim to the left, CNN needs to just do journalism. Forget politics unless it is actually news. Politics is lazy because you can just slap a talking head on TV and let them go for 5-7 minutes.
I'd love to have a news channel call "Big J". It's full of stories that matter, whether they are hard hitting investigations or softer features. Basically, the fabric of America on television. "Oh that won't sell!" Really? 60 Minutes sells with in depth interviews and investigations. Jeanne Moos & Steve Hartman have a great brand that works on the feature side of things. I really think America is primed to get real stories that make a difference on one network. It will just take the balls of a leader to step up and say no to always lazily falling back onto the political blather to fill time. CNN has the infrastructure in place. Now, they just need to change their vision.
#13 Posted by Andy Pederson, CJR on Thu 14 Jun 2012 at 04:12 AM
Good journalism depends on three elements: a knowledge of both history and how the world really works today, a devotion to clarity, and a refusal to be used or snowed. Institutionally, CNN has developed problems on all three levels, most particularly the third. No one inside the organization seems to have the necessary perspective to chart a clear and consistent course.
The core problem is how to achieve ratings in a world where the public's interest in news at any give time is variable. Not easy, but not impossible. Yet CNN is additcted to band-aid "cost effective" fixes that dont' fix anything or enhance the product. From Soledad O'Brien's flirty news in the morning (Will Cain? Margaret Hoover? Where did they find these people?) through Anderson Cooper's "Let's-listen-to-the-sheriff-tell-us-what-George-Zimmerman-ate-for-lunch today" faux news show, the programing is evidently driven by personalities rather than content.
A sure way to tell the focus is on comsmetics is the rediculous tags they use: "Keeping Them Honest"? Remember "No Bias, No bull"? This operation is being run by theater majors, not journalists. And CNN has does more than its part in cheapening political discourse. It eagerly hands its microphones to anyone who will shock or amaze. Clarifiers need not apply. Aside from Fareed Zakaria, Candy Crowley and Christiane Amanpour, they don't have anyone with any news judgment or depth.
What CNN needs is a vice president for philosophy, someone whose only job is make sure they stay on course, to be the Greek Chorus inside the fence who applies the Laugh Meter to all their ideas BEFORE they get out of the building. That's different than a focus group.
#14 Posted by Duke Coffey, CJR on Thu 14 Jun 2012 at 10:52 AM
I totally agree with with Massing, the Ted Turner era of world reporting has died on CNN. The evening anchors are constantly smirking on all the issues they don't agree with ... not appropriate for the evening news.
Enough of politics they should consider more world NEWS ... thank god for the BBC.
#15 Posted by GFP, CJR on Thu 14 Jun 2012 at 11:15 AM
FYI, those looking for a more substantial news outlet might want to watch NHK World, the 24 hour English-language TV news channel, available on cable systems across the USA. See: http://www3.nhk.or.jp/nhkworld/english/tv/howto/index.html
for channel locator. Newsline, which airs hourly, is their signature newscast…
#16 Posted by Brittany , CJR on Thu 14 Jun 2012 at 03:04 PM
Mr Massing, you wrote a very good evailuation of CNN's programing. Essentially, CNN comes down to a lot of cocktail party chit chat about things that aren’t really important, except to the CNN anchor, or everybody already knows about it, except the CNN anchor, or nobody real needs to know about it, except the CNN anchor, with an occasional current event that they will beat to death at a later date after they have had time to think of how many different ways they can spin it.
To top it off they will show reruns as if they were as riviting as NCIS episodes.
I can pass on it.
#17 Posted by Rick, CJR on Thu 14 Jun 2012 at 03:32 PM
release Anderson and his team and PIers Morgan
Bring back Aaron Brown,Larry King,Christiana AManpourStick to straight news in depth and avoid Zimmerman type features mined ad nauseum
#18 Posted by Nat PARISH, CJR on Thu 14 Jun 2012 at 08:58 PM
See CNN's map of the troubled PIIGS of Europe. CNN mixed up Portugal and Poland, which not only has a strong economy, but does not officially use the Euro. Previously CNN had aired maps that placed Dubai in Africa, and that of their correspondent reporting about Muammar Gaddafi from a wrong Tripoli on a wrong continent. After screwing up simple grade school geography, CNN expect its audience to believe them on a subject as complex and conentious as the causes and solutions of the global economic crises?
http://www.cnn.com/video/#/video/bestoftv/2012/06/11/exp-eb-spain-bailout.cnn
#19 Posted by P M, CJR on Fri 15 Jun 2012 at 04:32 AM
The author's comments on the lost potential of CNN's staff -- reporters around the world, camera people, etc. -- is spot on and what's sad is that if you tune in to CNN International, you will see CNN -using- those folks. Traveling in Europe I've watched CNN International and it's not the same as domestic at all. Why is the American version so dumbed down and insipid? The same is true of the CNN web site; you can switch between "regular" CNN and CNN International and the difference in what is covered and how is disgusting.
#20 Posted by Wendy D, CJR on Sat 16 Jun 2012 at 06:50 PM
Re: #3 Scott P.
The really funny thing about Greenwald's takedown of Pelley's interview of Panetta is that in January, after the piece originally aired, Greenwald actually PRAISED Pelley for his tough questions. Ironically, both pieces posted at the same time the day after the segment aired. Obviously Glenn didn't realize the segment was a repeat and that he'd already covered it, and Pelley, in a much more positive way.
And of the broadcast & cable networks, I'll take Pelley and CBS over anyone (besides PBS, perhaps) any day.
#21 Posted by The Led Ood, CJR on Sun 17 Jun 2012 at 10:58 PM
The only way they can get viewership back is by reporting the truth, especially in politics. They alienated Ron Paul in debates and news coverage (including Veterans March for Ron Paul in Washington DC a few months ago) and other political issues such as NDAA and NDRP. CNN is no longer about delivering truthful news that people need to know, it's about spewing propaganda.
#22 Posted by FHbaron, CJR on Tue 19 Jun 2012 at 11:33 AM
Can't they take CNN's satellite away?
#23 Posted by TheLazyComic, CJR on Thu 21 Jun 2012 at 09:39 PM
Yesterday I bought the new Brinkley tome about Cronkite, and was thrilled to see that the last 150 pages included an extensive index and notes. As a student of history, artist, filmmaker and concerned citizen, I'm looking forward to reading this book. I'm sure it will give journalists, bloggers and documentary-makers (not to mention so-called news networks) much to think about. CNN might want to consider having at least one person on their staff read it. Its release this year couldn't be more timely.
#24 Posted by Crystal Kingston, CJR on Wed 27 Jun 2012 at 01:01 PM