In a bold declaration aimed at resetting the network's relationship with its audience, newly appointed CBS Evening News anchor Tony Dokoupil has released a mission statement for his show, promising to prioritise the perspective of the "average American" over "advocates" and "elites". This move marks a significant shift in tone for the flagship broadcast under its new leadership.
A New Direction for a Legacy Broadcaster
Dokoupil, the first major hire made by former New York Times opinion editor Bari Weiss as editor-in-chief of CBS News, outlined his vision in a video statement on Thursday. He positioned his show in direct contrast to a mainstream media landscape he claims is failing the public. "All of a legacy media needs a change," Dokoupil asserted, noting that viewers "do not trust us like they used to".
Drawing on his two decades of reporting across America, Dokoupil cited contentious stories from NAFTA to Hillary Clinton's emails, the Russia investigation, and Donald Trump's fitness for office as examples where the press lost the public's confidence. "On too many stories, the press has missed the story," he stated. "Because we've taken into account the perspective of advocates and not the average American. Or we put too much weight in the analysis of academics or elites, and not enough on you."
Immediate Backlash from Media Critics
The two-minute clip prompted swift and sharp criticism from figures across the political and media spectrum. Liberals questioned the framing of sidelining expertise. Former New York Times editor Lydia Polgreen challenged the vague definitions, asking: "Advocates for whom? Experts on what, and with what qualifications? Who counts as an 'average American'?"
Left-leaning pollster Larry Sabato sarcastically remarked on the danger of dismissing experts, linking it to the "resurgence of measles" and belief in "almost non-existent vote fraud". Associated Press writer Nick Riccardi emphasised that while the audience is the average American, "the validator of accuracy is not the audience. The customer is not always right, especially in the news business."
Conservatives, meanwhile, expressed deep scepticism, with one social media user dismissing the pledge with, "Hahahaha... no. It's because you blatantly lie." Another compared the statement to a cheating partner promising reform.
A Gamble for Bari Weiss and CBS News
The appointment of Dokoupil is seen as a critical test for Bari Weiss, who was handpicked to lead CBS News by new Paramount boss David Ellison in October. Weiss, a right-leaning journalist who left the New York Times protesting its "illiberal environment", has no prior experience running a major news network.
Industry insiders have painted the selection as a retreat after failed attempts to poach bigger names. One source called it an "amateur hour display" resulting in "rummaging through the bargain bin of personalities". Another executive sarcastically framed it as "Another brilliant move from the laughingstock of the industry that is Bari Weiss."
Dokoupil's track record raises further questions. As co-host of CBS Mornings since May 2019, ratings fell roughly 31% overall and a stark 56% in the key 25-54 demographic, according to Nielsen data. The show consistently finished last among network morning programmes. Critics doubt his ability to revive the similarly struggling CBS Evening News, which also languishes in last place.
Dokoupil concluded his mission statement with a personal pledge: "I report for you... and when I get it wrong, I'll tell you that, too." He signed off with, "I'm Tony Dokoupil, CBS Evening News. Hold me to it." His tenure in the coveted anchor chair begins on Monday night, launching what may be one of the most scrutinised rebrands in recent broadcast news history.
