AdAge takes a look at the $1.8 billion CBS-CNet merger one year later. Calling it “the marriage of the oldest of old media with the oldest of new media,” Michael Learmonth writes that the cultures have meshed, “in part, because most CNet journalists have old-media print backgrounds, and because the CBS old guard gets that CBS News’ storied brands must be given some relevance on the web to have a 24-hour presence in the news.”
Katie Couric has embraced the medium and is pushing to do exclusive web coverage of events such as President Barack Obama’s first 100 days. She has 24,739 Twitter followers, which is about 24,739 more than NBC’s Brian Williams, who blogs enthusiastically but refuses to Twitter. A coming redesign of CBSNews.com will stress visuals and video, CBS’s strengths, and CBS has launched a number of web shows, including Bob Schieffer’s “Washington Unplugged.”
So what are the results?
CBSNews.com’s traffic is still flat compared with a year ago, and it has a long way to go before it’s even in the same league as MSNBC, Yahoo News or NYTimes.com. [CBS Interactive President Neil] Ashe said CBS Interactive will make money on online news, and it has won at least one new advertiser in Microsoft, a longtime CNet advertiser that sponsors CBS News’ online video.