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CBS46: Atlanta's Local News Under Gray's Machine
How a 308-person operation navigates the digital news landscape with 2.8K monthly visitors
In the shadow of Atlanta's media giants, cbs46.com operates as a digital-first local news station with a surprising secret: it's not just CBS46 anymore. The domain redirects to WANF (Atlanta News First), marking a strategic rebrand that reflects a deeper corporate strategy by Gray Television, one of America's largest broadcast conglomerates.
"With only 2,811 monthly visits, this isn't a digital disruptor—it's a local legacy brand fighting for relevance in a fragmented streaming world."
The Gray Television Machine
CBS46 isn't a standalone entity—it's a cog in Gray Television's massive local news empire. With 308 employees and $78.9M in revenue, this Atlanta station operates under the corporate umbrella of Gray TV, which owns 113 stations across 68 markets. The careers page redirects to gray.tv, revealing the parent company's centralized hiring and operational structure. This consolidation allows for shared resources but may dilute local identity in an era where hyper-local content drives engagement.
The Traffic Paradox
The numbers tell a story of a traditional broadcast brand struggling to translate TV viewership into digital engagement. With only 2,811 monthly visits and a global rank of #6,292,278, CBS46's digital footprint is minimal. Yet, 49% of traffic comes directly—people typing the URL or using bookmarks. This suggests a loyal, older demographic that still values the CBS46 brand name, even as the station rebrands to WANF. The 21% organic search traffic indicates missed opportunities in SEO-driven local news.
The keyword data reveals an interesting disconnect: searches for 'atlanta georgia' (36K monthly volume) and 'atlanta hawks' (157K) dwarf searches for 'cbs46' (610). This suggests the station's brand recognition is weak compared to the topics it covers. Interestingly, 'minnesota timberwolves' appears as a top keyword—likely a result of sports coverage rather than brand-driven searches, highlighting how sports content can drive accidental traffic.
- Tech stack shows modernization attempts: Tailwind CSS, Ant Design, and Framer suggest investment in frontend development
- Social presence is active across YouTube, Facebook, and Instagram, but traffic data doesn't reflect this cross-platform engagement
- Email contacts ([email protected], [email protected]) reveal a shift from 'CBS46' to 'WANF' branding
- The rebrand to Atlanta News First (WANF) appears to be a strategic move to modernize the station's identity beyond CBS affiliation
The Legacy Brand Dilemma
CBS46/WANF represents the classic local news challenge: strong broadcast presence, weak digital translation. For investors, this is a story of untapped potential—308 employees and $79M in revenue could power a much stronger digital operation. For founders, it's a cautionary tale about the difficulty of rebranding legacy media in the digital age. The station's future likely depends on whether Gray Television invests in digital transformation or continues treating it as a broadcast-first asset.
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Open Graph Image
https://gray-wgcl-prod.gtv-cdn.com/resizer/v2/https%3A%2F%2Fwebpubcontent.gray.tv%2Fgray%2Farc-fusion-assets%2Fimages%2Ffallback-graphics%2Fwgcl.jpg%3Fd%3D535%26mxId%3D00000000?auth=7d88542e1b9055b8908fc342f8f8d4aaf347ff2598b2e9c631d118ec9312172e&width=1200&height=600&smart=true
Meta Tags
WANF | Atlanta News First
Atlanta News First | Local News, Weather, Sports | Atlanta, GA
Atlanta News First | Local News, Weather, Sports | Atlanta, GA
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About cbs46.com
Atlanta News First | Local News, Weather, Sports | Atlanta, GA
Company Overview
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Technology Stack
cbs46.com uses 12 technologies across their website including Font Awesome, Framer, Amazon S3, and more.
Fonts
Font Awesome
CMS
Framer
Cloud & Hosting
Amazon S3
Advertising
DoubleClick Floodlight
Analytics & Marketing
Google Tag Manager, Google Analytics
Web Standards
Twitter Cards
Traffic & Audience
cbs46.com receives approximately 2.8K monthly visitors and ranks #6,292,278 globally. The website has a bounce rate of 65% with visitors viewing an average of 1.4 pages per visit. Users spend an average of 0:31 on the site.
The majority of cbs46.com's traffic comes from .
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