The Washington Post Aims to Reach 200 Million Users
Ambitious Goal
The Washington Post has set an ambitious target of reaching 200 million users, a goal that compares favorably with the efforts to land a man on the moon. Currently, the Post has fewer than three million digital subscribers, while The Times has roughly 11 million total subscribers. The Post’s peer group falls well short of reaching 200 million people, with most publications generating fewer than 100 million monthly total viewers.
New Strategy
The Post’s new target specifically mentions "users," not "subscribers," suggesting that the company may pursue different ways of getting payments from readers. Internal data shows that the newspaper reaches many millions of consumers on platforms such as Apple News, social media, and podcasts. These audiences tend to be younger, but they are also much harder to make money from, since the bulk of advertising dollars and subscriber fees go to other platforms.
Expanding Audience
This is not the first time in recent years that The Post has set out to expand its audience. Shortly after Jeff Bezos bought the newspaper in 2013, he told the Post staff to take advantage of "the gifts of the internet," such as global reach, to grow its readership. Thereafter, The Post debuted a section called "Morning Mix," featuring clickable stories from around the world that proved popular with readers.
Key Enablers
The slide deck presented by Ms. Watford describes artificial intelligence as a key enabler of The Post’s success. It describes The Post as "an A.I.-fueled platform for news" that delivers "vital news, ideas, and insights for all Americans where, how, and when they want it." The slide deck also lays out three pillars of The Post’s overall plan: "great journalism," "happy customers," and "make money." The Post lost roughly $77 million in 2023.
Timeless Principles
But many aspects of The Post’s new mission have nothing to do with emerging technology. The slide deck includes a list of seven principles first articulated by Eugene Meyer, an influential Post owner, in 1935. Among them: "the newspaper shall tell all the truth" and "the newspaper’s duty is to its readers and to the public at large, and not to the private interests of its owners."
Conclusion
The Washington Post’s ambitious goal of reaching 200 million users is a bold move to expand its audience and increase its revenue. While the company faces significant challenges, its commitment to great journalism and customer satisfaction will be key to its success. With the use of artificial intelligence and a focus on timeless principles, The Post is well-positioned to achieve its goal and become a leading global news organization.
Frequently Asked Questions
Q: What is the Washington Post’s goal?
A: The Post aims to reach 200 million users.
Q: How many digital subscribers does the Post currently have?
A: The Post has fewer than three million digital subscribers.
Q: What are the key enablers of the Post’s success?
A: Artificial intelligence is a key enabler, as described in the slide deck.
Q: What are the three pillars of the Post’s overall plan?
A: The pillars are "great journalism," "happy customers," and "make money."
