When Media Ownership Shifts, So Does Trust
The news that David Ellison, son of Oracle founder Larry Ellison, has taken control of Paramount Skydance (and with it, CBS News) has already sparked waves across the media landscape. Reports suggest that Ellison may bring in Bari Weiss of The Free Press into a senior role at CBS News, alongside new requirements from the FCC that include appointing an ombudsman to monitor bias and dismantling DEI programs.
For those inside CBS News, this has set off alarm bells, with some employees reportedly considering resignations. For the rest of us, it raises important questions about how media consolidation, leadership philosophy, and editorial direction ripple outward, affecting not just journalists, but communities, and yes, the businesses that rely on media to reach them.
Why This Story Matters Beyond CBS
When ownership changes hands at a legacy media institution, it’s not just a corporate headline. It directly impacts:
Editorial Independence & Trust: Viewers depend on CBS for credible reporting. Shifts in leadership and ideology risk undermining that trust.
Representation & Belonging: Dismantling DEI programs sends a clear message about who is valued and who isn’t, not just in the newsroom, but in the stories that get told.
Marketplace Impact: When audiences lose trust in a media outlet, brands that advertise there can feel the effects through declining engagement and reputational risk.
The Client Perspective: Why Trust in Media Is a Business Issue
As marketers, our clients invest in media not only to reach audiences but to build authentic relationships with them. That relationship depends on trust.
A 2023 Edelman Trust Barometer found that nearly two-thirds of consumers say they won’t buy from brands they don’t trust.
Research also shows that campaigns placed in trusted journalism environments outperform those in low-trust spaces, delivering better engagement and return on ad spend.
When ownership shifts threaten the integrity of trusted outlets, it doesn’t just erode democracy, it creates real risk for advertisers.
Community Impact: Whose Stories Get Told
Local communities are shaped by the narratives that dominate national media. If CBS News pivots away from inclusive storytelling, marginalized voices risk being further sidelined.
As a certified B Corp agency, we know that whose stories are amplified determines which communities thrive, which issues are seen as urgent, and ultimately, which solutions get funded and scaled.
This is why protecting journalistic independence, equity, and inclusion isn’t abstract, it’s directly tied to community well-being.
What Brands Can Do
Audit Media Spend: Be intentional about where your ads run. Prioritize outlets with a track record of integrity and inclusion.
Support Quality Journalism: Consider direct-to-publisher buys or partnerships with outlets committed to community storytelling.
Double Down on Purpose: In times of media upheaval, consumers look for brands that stand for more than profit. Demonstrating alignment with values of equity and truth builds resilience.
Our Take at Campfire
At Campfire, we believe media isn’t just a business lever, it’s a social force. The Ellison/Weiss story at CBS is a reminder that media ownership matters, not just for what appears on the nightly news, but for how brands connect with people and how communities see themselves reflected.
As these changes unfold, our role is to help clients navigate wisely: investing in trusted media, amplifying stories that strengthen communities, and ensuring their dollars support—not erode—the future of inclusive and independent journalism.
If you’re ready to explore how your brand can align media strategy with impact, let’s talk. Together, we can make sure your dollars are building both business outcomes and community trust.
