The media company, along with others, faces challenges in audience growth and revenue generation, prompting a shift in strategy.
CNN plans to cut about 100 positions and is set to launch its first digital subscription offerings by the end of the year as part of a major business transformation. In a memo to staff on Wednesday, CEO Mark Thompson indicated that the layoffs would affect a small fraction of the network’s approximately 3,500 employees, with efforts made to minimize the number of job losses by closing open positions wherever possible.
Many media organizations, including CNN, are struggling to expand their audiences and revenue streams, leading to new initiatives and offerings for consumers. Thompson emphasized the need for CNN’s digital strategy to be “ambitious enough” to attract the necessary audience and revenue to uphold its strong journalistic standards and ensure business success.
The network aims to create subscription-ready products that deliver news, analysis, and context in innovative formats. There will be a focus on enhancing user engagement on CNN.com, encouraging longer visits and repeat traffic.
While CNN has traditionally focused on text-based content, Thompson stated that there will be a notable shift toward more video offerings. “In the future, our digital products need to do a far better job of reflecting CNN’s massive strength in video and anchoring/reporting talent,” he noted.
The organization is also looking to develop more practical content for its audience, including lifestyle and feature articles. This approach will open up new monetization avenues such as sponsorships, fresh advertising opportunities, and direct-to-consumer subscriptions.
Additionally, CNN plans to integrate artificial intelligence into its operations, exploring safe ways to leverage the technology for its audience.
Thompson, who previously led the BBC and The New York Times, took over as CNN’s head in October 2023, replacing Chris Licht after his termination in June. He was recognized for guiding the Times through a digital-first transition that reduced dependency on the declining advertising market.
In January, Thompson presented a plan to staff that included significant modernization of the CNN.com website.
