In its pursuit of younger viewers, CNN has realized a useful tactic is to avoid the name CNN, according to CNN chief Jeff Zucker.

Speaking at The Information’s New York subscriber summit on Tuesday, Mr. Zucker described how CNN was “future proofing” itself to capture a new generation that is unlikely to pay for cable. It invested in Great Big Story, an internally launched video publisher that creates a handful of short videos each week. Mr. Zucker said the company purposefully didn’t include CNN as part of its name so people didn’t think it was going after breaking news. And Great Big Story is successfully drawing people who aren’t CNN viewers.