It appears that this daily email is a “me-too” effort to capture the audience of upstart competitors in the space like theSkimm that have built a huge audience by authentically using their own voice to meet a market need for daily news recaps by email. There is room in most marketplaces for different approaches, and there is definitely the opportunity for brands to evolve over time.
But the caustic, irreverent tone that works so well for theSkimm works because it is who they have always been. You can almost hear CNN executives sitting around a conference table talking about how they have to get millennials back to their news brand as they anxiously look at what theSkimm is doing and declaring that they can do that too.
You can CNN, but should you?