The Washington Post has experienced a significant decline in its subscriber base, losing at least 250,000 subscribers since its announcement last Friday that it would not endorse a candidate for president. This loss represents roughly 10 percent of its digital following, as reported by the newspaper on Wednesday.
While the Post has not officially confirmed this figure, citing its status as a private company, the information was detailed in a story within the paper. The report drew on documents and two unnamed sources familiar with the situation. Comparatively, another major newspaper, the Los Angeles Times, has also faced subscription cancellations following a similar non-endorsement, but not to the same extent as the Post.
Jon Marshall, a journalism historian at Northwestern University, remarked on the rarity of such a steep subscriber loss, likening it to the Arkansas Gazette’s financial hit in 1957 when it supported the integration of Little Rock schools—a boycott that would equate to a $20 million loss today.
Jeff Bezos, the Post’s owner, defended the decision. He stated that presidential endorsements can create a perception of bias within the newspaper while having minimal impact on voters’ decisions. Bezos admitted that his timing, so close to Election Day, might have exacerbated the situation. Reports suggest that the editorial staff was ready to endorse Democrat Kamala Harris before the decision was made.
Erik Wemple, the Post’s media critic, noted, “A lot of people would have forgotten about the Harris endorsement slated to run in the newspaper. Few will forget about the decision not to publish it.”
During a staff meeting, executive editor Matt Murray mentioned “positive days” of new subscriber sign-ups but did not specify exact numbers, according to the newspaper’s report.
Some readers who canceled their subscriptions had already paid for a year of access and will retain it until their subscriptions expire. Rick Edmonds, a media business analyst at the Poynter Institute, suggested that these individuals might return to the Post after the election, realizing its value.
The Post saw a surge in subscribers during Donald Trump’s presidency, driven by its proactive coverage. This trend raises the possibility of a similar spike if the newspaper’s non-endorsed candidate returns to office. However, for now, the situation appears grim. Following a period of reader attrition during the Biden administration, recent signs of growth have been abruptly halted by this week’s fallout.
