CBS Successfully Reinvigorated Its Morning Show by Going Back to the Basics and Covering News

Ratings are edging ever closer to rivals GMA and Today

CBS This Morning hosts Norah O'Donnell, Charlie Rose and Gayle King Photo: John Paul Filo/CBS

When CBS News set out to reinvent its morning show in 2011—after years of frequent hosting shake-ups failed to move the ratings needle— the organization went back to the basics. “The problem with the show we were doing,” said CBS News president David Rhodes, “was that it was a copy of somebody else’s show. We had to do something that was us.”

This story first appeared in the May 1, 2017, issue of Adweek magazine. Click here to subscribe.
@ChrisAriens Chris Ariens is the managing editor and director of video at Adweek.