CNN pivots to culture and creators

The network is embracing audio, video, and direct-to-consumer products. Engagement Party, a pop-culture podcast, represents this shift away from traditional news formats.

From NPR banter to CNN podcast

Cornish and Shapiro spent years cracking each other up off-mic at NPR. They finally convinced CNN to let them record those conversations as Engagement Party in May.

“We would be very formal introducing a story about Syria or presidential politics, and the mic would turn off, and then we would just make each other cackle.”

Hosts, not anchors

The duo prefers the term 'host' over 'anchor' to signal casual authority. Their multi-decade friendship creates chemistry that makes audiences see them as people, not institutional voices.

“What is the host? The host of the party.”

Learning to have opinions

Shifting from objective reporting to commentary was an adjustment. Shapiro says the hardest part was learning to render a verdict instead of just facilitating one.

“It's hard for me to get comfortable with saying, 'I don't like a thing.'”

Anderson Cooper as the model

Cooper balances gravitas as an anchor with hosting a grief podcast and partying on New Year's Eve. He exemplifies the new dimensionality CNN expects from on-air talent.

Engagement beats impressions for advertisers

Brands now prioritize engagement over raw reach. Shows with trusted, relatable hosts deliver better advertiser value than traditional news programming.

“We're going to push as far as we can, until basically our boss or S&P says absolutely not.”