A recent Instagram post by "CBS Mornings" co-anchor Nate Burleson promoting a Cadillac electric SUV has generated internal discussion and speculation about his future on the program. The advertisement, posted on August 14, featured Burleson with the $400,000 Cadillac CELESTIQ, which he described as a "one of one experience" and a "new definition of luxury."
Sources close to CBS News indicated that the network did not approve the ad and was unaware of its posting. This has led to criticism from within the news division, with one source calling the move "effing unethical" and questioning the line between journalistic integrity and personal endorsements. Another insider suggested that Burleson, a former NFL player, may be looking for an exit from "CBS Mornings," though a person close to Burleson denied this, noting his demanding schedule with multiple television commitments.
Burleson also holds roles as an analyst for "NFL Today" and a co-host on "Hollywood Squares," and has entrepreneurial ventures including a media production company, a vodka brand, and a clothing line. These other ventures mean he would likely be financially secure even if he were to leave "CBS Mornings."
Potential Program Overhaul
This incident occurs as CBS News Editor-in-Chief Bari Weiss and News President Tom Cibrowski are reportedly planning significant changes to "CBS Mornings." These potential changes include format tweaks and the addition of a new anchor to the program, which is currently led by Gayle King.
Sources have indicated that Weiss has expressed a desire to reshape the show, possibly replacing Burleson with an anchor who has stronger news analysis credentials. However, a network insider stated that Burleson's contract has multiple years remaining, suggesting he is not imminently departing.
Norah O'Donnell, a senior correspondent for CBS News and a "60 Minutes" correspondent, has emerged as a leading candidate to return to "CBS Mornings." O'Donnell previously co-hosted the show with King from 2012 to 2019. Her potential return has reportedly caused friction with King due to their past relationship. Insiders speculate that O'Donnell could bring valuable political reporting experience to the program, which is currently seen as lacking in that area.
The search for a replacement for former co-host Tony Dokoupil, who moved to "CBS Evening News" in January, has involved testing various fill-in anchors. Some insiders attribute the show's inconsistency and declining ratings to these temporary hosting arrangements.
Shifting Program Direction
Weiss has reportedly discussed repositioning "CBS Mornings" to a format more akin to MSNBC's "Morning Joe," with a greater emphasis on opinion and news analysis. In contrast, Cibrowski, who previously worked on ABC's "Good Morning America," is said to favor a "news you can use" approach and has sought to moderate Weiss's desire for a complete overhaul. Both executives, however, agree that the program, which recently reached all-time ratings lows, requires a refresh.
Cibrowski is reportedly leading the revamp efforts and has indicated that "CBS Mornings" will become "more of a live show with fewer people." Some speculation suggests that the network might relaunch the show with King and O'Donnell as co-anchors, adopting a formula similar to NBC's "Today" show, which features hosts Savannah Guthrie and Hoda Kotb.