Washington Post – Media Nation

The Washington Post’s web traffic, once competitive with The New York Times’, is collapsing

Back during the heady early years of the Jeff Bezos era at The Washington Post, the paper competed head to head with The New York Times for web traffic. Generally CNN would come in first, with the Times and the Post battling it out for second place. For instance, in April 2017 the Times recorded nearly 89.8 million unique visitors and the Post 78.7 million. Among news sites, they were outranked only by CNN.com, with 101.2 million.

But though the Times has thrived in the years following Trump’s first term, the Post has struggled, and has been in free fall since Bezos suddenly transformed himself from a model newspaper owner into the mogul from hell, starting with his decision last fall to kill an endorsement of Kamala Harris just before the election.

The latest numbers from Similarweb, reported by Press Gazette, tell an ugly tale. The Times recorded 444.9 million unique visitors in May 2025, finishing first among U.S. news websites. CNN was second, with 311.7 million. And the Post was all the way back at 17th, with 72.2 million.

Most of the sites recorded a drop compared to 2024, but the Post’s decline was especially steep — down 24% versus just 8% at the Times. (CNN was down a whopping 28%.) The Post was only a little ahead of The Wall Street Journal and The Guardian and behind The Associated Press and Newsweek, which it once owned.

Last week I dismissed as irrelevant a steep decline in print circulation at the Post. The erosion of web traffic, though, is a much bigger deal. The goal is to sign up paid digital subscribers, and web traffic is how you get those subscribers. In business terms, those monthly visitors are at the top of the conversion funnel and paid customers are at the bottom. If there are fewer visitors to pull through the funnel, then there are fewer opportunities to sell them subscriptions.

As for the Times, we all know that its success in selling digital subscriptions has a lot to do with its non-news offerings such as games, food and consumer advice. That has nothing to do with raw web traffic, though. The reality is that dramatically more people are enticed to click on New York Times links to check out its journalism. Both the Times and the Post offer 10 gift links per month, yet five times as many people are accessing the Times compared to the Post.

Bezos has single-handedly transformed the Post from one of the newspaper business’ great success stories into a disaster. And he’s too rich to care.

Yes, The Washington Post is in crisis, but its declining print circulation numbers are meaningless

*The washingtonpost.com homepage for Dec. 20, 1996, via the Internet Archive.*

It’s been 30 years since newspapers began migrating to the web, and some observers are still obsessing over print circulation figures.

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Take, for a recent example, The Washington Post. Vince Morris of Washington City Paper reported last week that Metro, Sports and Style are going to be merged into one print section on most days, depriving residents of the DC area of a standalone section comprising local news. Morris called the announcement “grim,” even though he noted that executive editor Matt Murray said in a memo to readers that the move will not mean less coverage. Morris also writes:

According to data provided to City Paper by the Alliance for Audited Media, the Post’s paid average daily circulation is now down to just 97,000, with roughly 160,000 on Sundays. That’s a fraction of the 250,000 average daily circulation five years ago, when the Post was one of the largest newspapers in the country by circulation.

Piling on is Andy Meek of Forbes, who writes of those print numbers: “To put that in perspective: 97,000 is the sort of figure you’d expect to see from a mid-size regional paper like The Minnesota Star Tribune or The Seattle Times. Not from a globally recognized newsroom with multiple Pulitzers to its name.”

Now, it’s true that paid print has held up much better at The New York Times (244,000 on weekdays, 606,000 on Sundays) and The Wall Street Journal (449,000 on weekdays, 506,000 for its weekend edition). But print has long since ceased to matter. The Times, after all, has 11 million digital-only subscribers and the Journal has around 4 million.

And therein lies the true crisis for The Washington Post.

As Morris writes, the Post stopped reporting its paid digital circulation some time ago. Last fall, when owner Jeff Bezos began taking a wrecking ball to the paper’s opinion section by killing a planned endorsement of Kamala Harris just before the election, paid digital was thought to be around 2.5 million. About 200,000 vanished overnight. And who knows what it is today after further damage caused by high-profile resignations such as that of Pulitzer Prize-winning cartoonist Ann Telnaes and Bezos’ announcement that he planned to transform the opinion pages into some sort of cheerleading free-market hellhole.

Bezos’ ethically challenged publisher, Will Lewis, has had exactly one good idea since he was hired in late 2023: to start a premium newsletter of local and regional coverage for readers who live in Washington and its suburbs. But if that’s ever been mentioned again, word of it somehow escaped me.

The Washington Post is in deep, deep trouble. After 10 years of sterling sterling stewardship, Bezos has transformed himself into the owner from hell, damaging the reputation of a still-great news organization that he did so much to build up.

Evidence of the destruction is all around. But you won’t find it in the paper’s irrelevant print circulation numbers.

Will Trump’s war halt Iran’s nuclear ambitions or lead to disaster? A roundup of smart commentary.

*The late Ayatollah Ruhollah Khomeini, left, and Iran’s current supreme leader, Ayatollah Ali Khamenei. Photo of mural in the city of Qom (cc) 2013 by David Stanley.*

I think the most rational response to President Trump’s bombing of Iran’s nuclear facilities is to hang back a bit — that is, to acknowledge that he’s the wrong leader to do this, that he was more likely acting on ego and personal pique than out of any strategic vision, but that it’s too soon to tell whether this will be a disaster or might actually accomplish some good.

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One starting point is that Iran shouldn’t be allowed to possess nuclear weapons. Another starting point is to understand that what led to this really is all Trump’s fault. President Barack Obama painstakingly negotiated an agreement with Iran that significantly slowed Iran’s race to get a nuclear bomb, and Trump undid that in his first term for no discernible reason other than to disrespect Obama.

Continue reading “Will Trump’s war halt Iran’s nuclear ambitions or lead to disaster? A roundup of smart commentary.”

AI roundup: The WashPost eyes robot-edited op-ed pieces, while Chicago and Philly execs speak out

*Jeff Bezos. Painting (cc) 2017 by thierry ehrmann*

The Washington Post’s plan to bring in a plethora of outside opinion writers, edited by artificial intelligence, is being widely mocked, as it should be. But the idea is not new — at least the non-AI part.

A decade ago, the Post started publishing something called PostEverything, which the paper called “a digital daily magazine for voices from around the world.” Here’s how the 2014 rollout described it:

In PostEverything, outsiders will entertain and inform readers with fresh takes, personal essays, news analyses, and other innovative ways to tell the stories everyone is talking about — and the ones they haven’t yet heard.

PostEverything went PostNothing sometime in 2022, but now it’s back. According to Benjamin Mullin of The New York Times (gift link), the revived feature, known internally as Ripple, will comprise opinion writing from other newspapers, independent writers on Substack and, eventually, nonprofessional writers. Ripple will be digital-only and will be offered outside the Post’s paywall.

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What’s hilarious is that Mullin contacted several of the partners the Post is considering, such as The Salt Lake Tribune and The Atlanta Journal-Constitution, and was told they’re not interested. Another potential partner was identified as Jennifer Rubin, who quit the Post over owner Jeff Bezos’ meddling and started her own publication called The Contrarian. Mullin writes: “When told that she had been under consideration at all, Ms. Rubin burst out in laughter. ‘Did they read my public resignation letter?’ she said.”

Continue reading “AI roundup: The WashPost eyes robot-edited op-ed pieces, while Chicago and Philly execs speak out”

Ann Telnaes’ Pulitzer sends a message to Jeff Bezos; plus, Pulitzer notes, and Ezra Klein blurs a line

Ann Telnaes is a worthy recipient of the Pulitzer Prize for illustrated reporting and commentary; after all, she previously won in 2001, and she was a finalist in 2022. Her winning portfolio is trademark Telnaes, portraying Donald Trump as a dumpy, orange-faced gnome who somehow manages to be simultaneously menacing and pathetic.

At the same time, I think it’s unavoidable to conclude that the Pulitzer judges, in recognizing Telnaes, were sending a message to Washington Post owner Jeff Bezos. Telnaes quit in January after opinion editor David Shipley killed a cartoon that made fun of billionaires for sucking up to Donald Trump — including Bezos.

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Shipley later followed Telnaes out the door after Bezos decreed that the Post’s opinion pages would henceforth be dedicated exclusively to “personal liberties and free markets.”

As Poynter media columnist Tom Jones observes, the Pulitzer board took note of Telnaes’ departure earlier this year by hailing her “fearlessness that led to her departure from the news organization after 17 years.”

Continue reading “Ann Telnaes’ Pulitzer sends a message to Jeff Bezos; plus, Pulitzer notes, and Ezra Klein blurs a line”

No, the arrest of Judge Dugan is not unprecedented. Plus, DOJ targets leaks, and Bezos’ original sin

Judge's gavel — Illustration produced by AI using DALL-E

It’s important at a historical moment like this to keep our heads about us. Social media was filled with dark warnings about authoritarianism on Friday after the FBI arrested Milwaukee County Circuit Court Judge Hannah Dugan and charged her with illegally helping an undocumented immigrant avoid being detained by federal agents. I even saw a quote attributed to Hitler.

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We should leave it to the legal system to determine whether Judge Dugan broke the law or not. But, to their credit, a number of news organizations noted that the Dugan case is remarkably similar to that of Massachusetts District Court Judge Shelley Joseph. Joseph was charged by federal authorities in 2019 with obstruction of justice after she helped an undocumented immigrant escape out the back of her courtroom when she learned that the feds were waiting to take him into custody.

Charges against Joseph were dropped in 2022 after she agreed to a state investigation into her conduct. As of late 2024, her case was still wending its way through the disciplinary system.

Continue reading “No, the arrest of Judge Dugan is not unprecedented. Plus, DOJ targets leaks, and Bezos’ original sin”

From Ruth Marcus’ resignation to Karoline Leavitt’s praise, another embarrassing week for the WashPost

Ruth Marcus. 2017 public domain photo by the U.S. Department of Agriculture.

I don’t necessarily feel obliged to chronicle every rung that The Washington Post hits on the way down to wherever it ultimately lands. But there were three developments this week that I thought were worth taking note of as we ponder owner Jeff Bezos’ strange, dispiriting journey into MAGA-land.

1. Another resignation. Ruth Marcus resigned from the opinion section following publisher Will Lewis’ cancellation of a column she wrote criticizing Bezos’ edict that the section will henceforth be devoted to “personal liberties and free markets.”

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Marcus, a moderate who is a former deputy editor of the section, is a lifer, unflashy and unpretentious. In a way, for such a core member of the Post to decide she’d had enough is even more disturbing than it is to lose someone with more of a following who can easily slide over to The New York Times, The Atlantic or Substack.

Writing in The New Yorker, she confirms something I suspected — that she’d already pretty much decided to resign and wrote her column with an eye toward leaving in a blaze of glory. She includes the text of the column, and, as she notes, it is mild and restrained. She knew it would likely be killed, but she says she wrote it with an eye toward having it appear in the Post.

She also tells us that Bezos, despite compiling a stellar record of strength and independence from the time he bought the Post until a little more than a year ago, nevertheless gave off some warning signals along the way. Even as he was publicly standing up to Donald Trump during Trump’s first term, he was also pushing the opinion section to find a few good things to say about him. Not a big deal at the time, but ominous in retrospect.

“I wish we could return to the newspaper of a not so distant past,” Marcus writes. “But that is not to be, and here is the unavoidable truth: The Washington Post I joined, the one I came to love, is not The Washington Post I left.”

2. Titanic, deck chairs, etc. Even as Bezos transforms the Post into a laughingstock (not the news section, I should point out, though few readers draw that distinction), Lewis and executive editor Matt Murray continue to make plans that they hope will connect with readers more effectively than the current product. I wish I could think of a more original metaphor than rearranging the deck chairs of the Titanic, but that’s what comes to mind.

Axios media reporter Sara Fischer writes that the paper will divide its national desk in two. One part of it will focus on non-political national reporting, and the other will be devoted exclusively to politics and government. The Post has struggled for years to appeal to readers whose primary interest is something other than politics, and that has a lot to do with its circulation slide and mounting losses following Joe Biden’s victory in 2020.

By contrast, the Times continues to grow and prosper, largely on the strength of its lifestyle brands. The Post is stuck not just with a politics-centric audience, but with an audience that it’s alienated through Bezos’ high-handed moves, starting with his cancellation of a Kamala Harris endorsement just before the election.

“I want to make sure there are a few areas that are equally staffed and strong to make sure we’re always putting a strong foot forward and that we’re not just the politics paper, even though that’s important to who we are,” Murray told Fischer.

Frankly, I doubt it will work. What might work is an idea that Lewis floated some months back to publish local newsletters for an extra subscription fee that would serve the chronically undercovered metro Washington area. But now you have to wonder how well that would be received with The Washington Post brand on it.

3. Uncomfortable praise. Bezos must have been so proud Tuesday when White House press secretary Karoline Leavitt went out of her way to praise the Post.

“It appears that the mainstream media, including the Post, is finally learning that having disdain for more than half of the country who supports this president does not help you sell newspapers,” Leavitt was quoted as saying. “It’s not a very good business model.”

As media reporter Oliver Darcy noted, it’s not likely that Leavitt had the newsroom restructing in mind. “Instead,” he wrote, “one imagines she was probably applauding Bezos’ push to shift the opinion section to the right.”

Yes, one imagines. What an embarrassment.

Will The Washington Post become ‘a corporate libertarian mouthpiece’? Plus, media notes.

Former Washington Post (and Boston Globe) top editor Marty Baron, left, with his old Globe colleague Matt Carroll, now a journalism professor at Northeastern University. Photo (cc) 2024 by Dan Kennedy.

It’s been nearly a week since Jeff Bezos issued his edict that The Washington Post’s opinion section would henceforth be devoted exclusively to “personal liberties and free markets,” and it’s still not clear what that is going to mean in practice.

Many observers, including me, have assumed that Bezos was using coded language — that, in fact, what he meant was that the Post would go all-in on Trumpism. That would seem logical given his earlier order to kill an endorsement of Kamala Harris and his overall sucking up to Donald Trump.

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So far, though, not much has happened other than the resignation of opinion editor David Shipley. Liberal opinion journalists like Eugene Robinson, Ruth Marcus and Perry Bacon Jr. are still there. Another liberal, Dana Milbank, responded to Bezos’ edict by tweaking the owner (gift link), writing:

If we as a newspaper, and we as a country, are to defend Bezos’s twin pillars, then we must redouble our fight against the single greatest threat to “personal liberties and free markets” in the United States today: President Donald Trump.

Given that Bezos’ agenda has yet to be clearly articulated, let me suggest another possibility: rather than Trumpism, he intends to embrace libertarianism, which was thought to be his guiding political philosophy before he bought the Post in 2013.

Continue reading “Will The Washington Post become ‘a corporate libertarian mouthpiece’? Plus, media notes.”

After the ambush of Zelenskyy, some smart commentary — and an exceedingly dumb take

I share the shock and revulsion of every decent person over Donald Trump and JD Vance’s shameful attack Friday on Ukrainian President Volodymyr Zelenskyy. We are sliding into authoritarianism, and Trump has made it eminently clear that his role model is Russia’s homicidal dictator, Vladimir Putin.

There are any number of places you can go for analysis that’s sharper and better-informed than mine, but I do what to share a few tidbits I’ve gleaned in my reading over the past day.

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Among the more interesting questions is whether this happened spontaneously or if Trump and Vance ambushed Zelenskyy. Tom Nichols of The Atlantic argues for the latter (gift link). His evidence: the very fact that Vance spoke up, which was not something he would normally be expected to do and was almost certainly scripted in advance. Nichols writes:

Vance’s presence at the White House also suggests that the meeting was a setup. Vance is usually an invisible backbencher in this administration, with few duties other than some occasional trolling of Trump’s critics. (The actual business of furthering Trump’s policies is apparently now Elon Musk’s job.) This time, however, he was brought in to troll not other Americans, but a foreign leader. Marco Rubio — in theory, America’s top diplomat — was also there, but he sat glumly and silently while Vance pontificated like an obnoxious graduate student.

Also of note is that New York Times political reporter Peter Baker is speaking truth to power. Baker often gets criticized for showing Trump too much deference and normalizing his sociopathic behavior. On Wednesday, though, Baker compared Trump’s treatment of the media to Putin’s during his early days of establishing his authority. Baker was covering Moscow at that time, and he said Trump’s banishment of The Associated Press over the news agency’s refusal to call the Gulf of Mexico the “Gulf of America” was reminiscent of Putin’s efforts to mold “a collection of compliant reporters who knew to toe the line or else they would pay a price.”

Baker added we’re still a long way from Trump ordering that anti-regime journalists be poisoned. But it was a harsh characterization of Trump from someone who usually likes to keep his options open. I’d say there’s no going back.

And indeed, Baker brought the truth with him again on Friday, writing this as a riposte to Trump’s invocation of “the Russia hoax” in his meeting with Zelenskyy. Baker says:

In fact, the investigation by the special counsel Robert S. Mueller III was no hoax and concluded definitively that Mr. Putin ordered an intelligence operation to tilt the election eight years ago to Mr. Trump. Although Mr. Mueller said in his final report in 2019 that “the evidence was not sufficient to support criminal charges,” he made clear that Mr. Trump’s campaign benefited from Russian assistance.

Baker could have gone one step further and pointed out that Mueller may well have charged Trump with criminal acts were it not for guidance from the Justice Department that a sitting president is exempt. Still, good for Baker for reminding everyone that the 2016 Trump campaign was awash in Russian influence.

Finally, Washington Post columnist Marc A. Thiessen, an enthusiastic Trumper, wrote an embarrassing column (gift link if you’re interested) on Thursday headlined “Trump just dealt Russia a devastating blow,” with the subhead “A deal for Ukraine’s minerals could effectively end the war.” That deal, of course, was what Zelenskyy had supposedly come to the White House to sign, only to be sandbagged by Trump and Vance.

So how did Thiessen react? Naturally, he took to Twitter and blasted Zelenskyy, writing:

There was no ambush. Z was set up for success. All he had to do was not get into a public fight and sign the minerals deal. Not hard. A lot of work went into making a successful moment possible and he blew it and then refused to apologize.

Thiessen has been at the Post for years, so you can’t blame this on Jeff Bezos’ edict that the Post’s opinion section is going full MAGA. But this is the sort of garbage you can expect will be rewarded, while the future of liberal columnists like Dana Milbank, Ruth Marcus and Jonathan Capehart is left very much in doubt.

Jeff Bezos blows up The Washington Post’s opinion section, embracing all MAGA, all the time

Jeff Bezos. Illustration (cc) 2017 by thierry ehrmann.

I was hoping that Jeff Bezos had gotten it out of his system. After his disastrous decision to cancel The Washington Post’s planned endorsement of Kamala Harris, which cost the paper some 250,000 subscriptions, and his subsequent sucking up to Donald Trump, the billionaire had been quiet recently.

The news section’s coverage of the calamitous Trump White House has been excellent, and the Post’s deputy managing editor, Mike Semel, has said that subscriber conversions “are strong and growing at a near-record pace,” according to media reporter Oliver Darcy.

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But it was too good to be true. New York Times media reporter Benjamin Mullin reports (gift link) that opinion editor David Shipley is quitting after Bezos issued an edict calling for the section to go full MAGA. No longer will the Post offer a heterodox opinion section of liberals, moderates and conservatives. Rather, it will be more like The Wall Street Journal’s ultraconservative opinion section, only (I’ll predict) not as smart. Mullin writes:

“I am of America and for America, and proud to be so,” Mr. Bezos said, in an email to The Post’s employees on Wednesday. “Our country did not get here by being typical. And a big part of America’s success has been freedom in the economic realm and everywhere else. Freedom is ethical — it minimizes coercion — and practical; it drives creativity, invention and prosperity.”

In his note, Mr. Bezos said that he asked Mr. Shipley whether he wanted to stay at The Post, and Mr. Shipley declined.

“I suggested to him that if the answer wasn’t ‘hell yes,’ then it had to be ‘no,’” Mr. Bezos wrote.

You can read the full text of Bezos’ message on Mullin’s Bluesky feed.

Shipley had to endure the embarrassment of the Harris non-endorsement and then took one for the team when he killed an Ann Telnaes cartoon mocking Bezos and other corporate titans as they groveled at Trump’s feet. Shipley’s reasoning at the time — that there had already been enough of such opinionating — was disingenuous, and Telnaes, a Pulitzer Prize winner, quit. But Shipley is standing tall today.

I have to assume this will set off a mass exodus from the Post’s opinion section. Good thing that Jonathan Capehart survived the purge at MSNBC that claimed Joy Reid.

A few random observations:

• Bezos says, “We are going to be writing every day in support and defense of two pillars: personal liberties and free markets. We’ll cover other topics too of course, but viewpoints opposing those pillars will be left to be published by others.” Hmmm … personal liberties and free markets? If Bezos is serious, then that would mean the new Post opinion section will be deeply anti-Trump: opposed to tariffs and in favor of reproductive and LGBTQ rights. But of course that’s not what he means. He’s adopting the up-is-down rhetoric of the MAGA movement.

• Bezos explicitly rejects the idea of a heterodox opinion section, arguing that it’s not necessary because “the internet does that job.” For years, the Post’s opinion section has been center-right, with a few liberals and a few Trumpers. Now The New York Times stands alone of the three major national papers in offering something close to the full spectrum. It’s kind of the mirror image of what the Post had been up until now — that is, the Times has been center-left, with a few conservatives but no Trump supporters.

• Does Bezos want the Post’s news pages to continue as tough, fair, independent truth-seekers with no interference from the owner? That’s how it works at the Journal, whose news pages continue to kick butt despite the right-wing opinion section and despite Murdoch ownership. Bezos was a very good steward of the Post from the time he bought it in 2013 until about a year ago, when he hired Fleet Street veteran and former Murdoch executive Will Lewis as publisher and kept him on even as questions about Lewis’ ethics mounted. I’m hoping for the best from the Post’s news section, but I’m bracing for the worst.