One of Elon Musk’s most significant challenges, as he now owns Twitter, lies on the financial side as the Tesla CEO attempts to make the social media stay afloat or at least somewhat profitable. 

However, CNN’s Oliver Darcy shared the reporting done by the Washington Post in his “Reliable Sources” newsletter that more than a third of Twitter’s top 100 advertisers have abandoned the platform.

With advertisers exiting, the lack of ad revenue is one of the most significant dangers to Twitter since it accounted for approximately 90 percent of its income last year.

The reporting also reveals that the pausing of ad campaigns is getting under Musk’s skin. The new Twitter owner lashed out at brands again Tuesday for “starving” the company of revenue. 

Musk also strongly suggested he never really created a “content moderation council” due to advertisers who “broke the deal” they allegedly had with him when they began exiting the platform after he “agreed to this condition.”

Last week saw Twitter have another mass exodus of staffers and Tesla CEO Elon Musk spoke with those who are still with the company, reassuring them that his ownership isn’t a “right-wing takeover.”

Furthermore, Musk stated that he doesn’t plan on moving the platform to Texas despite many suggesting he do so since, for him, it would send a wrong message. 

“If we want to move the headquarters to Texas, I think it would play into the idea that Twitter has gone from being left-wing to right-wing, which is not the case,” Musk said (h/t The Verge). “This is not a right-wing takeover of Twitter. It is a moderate-wing takeover of Twitter.”

However, Musk is open to the idea of having dual headquarters, one in San Francisco and another in Texas, but for now, his objective appears to be stabilizing the company after a rocky transition. 

Musk indicated he might be done with slashing employees, telling employees to refer potential staffers for engineering and sales positions.

One of the dominant topics around news media is the future of Twitter after the latest mass exodus of staffers, considering how many consume their news, which is why CNN’s Chris Wallace talked with some who knows Tesla CEO Elon Musk, Kara Swisher.

Swisher was a guest on Wallace’s “Who’s Talking to Chris Wallace?” on HBO Max and CNN, where the two discuss the state of Elon Musk since acquiring Twitter a couple of weeks ago.

“Right now, the way he’s behaving around Twitter, I’m not sure what’s going on,” Swisher said. “It feels careless in a way that I don’t think he’s been like. In this case, his ID has completely taken over. And it’s it’s out of control and nobody’s controlling it.”

Additionally, Swisher gave her opinion on how she sees the saga at Twitter ending and whether or not it can succeed under Musk.

“He’s got a lot of debt,” Swisher added. “That’s, that’s the issue, even though he’s the world’s richest man for now. Because Tesla’s stock where he gets most of his wealth is down rather considerably. He’s, he’s gonna have to build a business. He’s sort of insulting advertisers doesn’t seem to be — wouldn’t be what I would do.

“Given 96% of their business is advertising but he attacked them as woke which was ridiculous. He’s alienating his big users like myself and active users. We had some amazing stuff going on with Twitter spaces. And every advertiser left us because they didn’t want to be part of this. They didn’t feel safe on the platform. It was a great deal we were working on with Twitter.”