The Washington Post‘s new slogan, “Riveting Storytelling for All of America,” is “meant to be an internal rallying point for employees,” the New York Times (1/16/25) reported.
As the Washington Post faces a staff rebellion and plummeting subscription rates, billionaire owner Jeff Bezos has introduced a new mission statement:
Riveting Storytelling for All of America.
The new path forward, as introduced in a slide deck to staff by Suzi Watford, the paper’s chief strategy officer, demands that the paper “understand and represent interests across the country,” and “provide a forum for viewpoints, expert perspectives and conversation” (New York Times, 1/16/25). It will do this as “an AI-fueled platform for news” that delivers “vital news, ideas and insights for all Americans where, how and when they want it.”
This appears to mean shifting resources toward opinion, specifically opinions from the right. According to the New York Times report:
Bezos has expressed hopes that the Post would be read by more blue-collar Americans who live outside coastal cities, mentioning people like firefighters in Cleveland. He has also said that he is interested in expanding the Post’s audience among conservatives.
The Post has already begun to consider ways to sharply increase the amount of opinion commentary published on its website, according to two people with knowledge of the talks. An adviser to the Post, Lippe Oosterhof, has conducted brainstorming sessions about a new initiative that would make it easier to receive and publish opinion writing from outside contributors.
The red area represents the proportion of Jeff Bezos’s total wealth that would be required to cover the Washington Post‘s losses for a year.
How AI is meant to play into this is unclear.
The Post already has more columnists than you can shake a stick at. This new direction sounds like the Fox ification of the Washington Post, a move away from any attempt to hold the powerful to account, toward inexpensive clickbait punditry.
‘Make money’
Watford’s slide deck presented three pillars of the Post‘s new model: “great journalism,” “happy customers” and “make money.” The Post lost roughly $77 million in 2023. (It also lost some 250,000 subscribers after Bezos killed the paper’s planned endorsement of Kamala Harris—FAIR.org, 10/30/24.)
In order to make money, its new “Big Hairy Audacious Goal” (yes, that’s what the Post slide deck apparently called it) is to reach 200 million “paying users.” The paper currently has about 3 million subscribers, making it an “audacious” goal indeed. As the Times pointed out, even if the Post could achieve the impossible task of monetizing every visit to its website, no major corporate media outlet has been getting more than 100 million monthly unique visits—paying and non-paying—outside of the spike in traffic around the election.
Back in 2019, the Post was claiming 80—90 million unique visitors per month. Those visits peaked in November 2020 at 114 million, but quickly and steadily dropped after Biden’s inauguration. The Post stopped posting its audience numbers online after January 2023, when they were down to 58 million.
Of course, most online corporate media have been struggling. The thing about the Post is that its absurdly wealthy owner, the second-richest person on Earth, can easily afford to lose $77 million a year. That’s 0.03% of Bezos’s current net worth.
Guardian (1/15/25): “The plea from staff…comes a week after the Post laid off roughly 100 employees…roughly 4% of the publication’s staff.”
‘We are deeply alarmed’
No doubt the Post needs help. Just days before the new mission statement was revealed, over 400 staff members signed a letter to Bezos asking for a meeting (Guardian, 1/15/25). The letter read:
We are deeply alarmed by recent leadership decisions that have led readers to question the integrity of this institution, broken with a tradition of transparency, and prompted some of our most distinguished colleagues to leave, with more departures imminent.
Bezos’s response—a slide deck about “riveting storytelling” on “an AI-driven platform” that prioritizes churning out opinions to draw in conservatives—is hardly likely to ease the mind of any serious journalist at the paper.
Nor is trying to “expand the Post audience among conservatives,” while still paying lip service to “great journalism,” likely to solve the Post‘s problems. As CNN‘s former CEO Chris Licht discovered (FAIR.org, 6/8/23), you can’t do good journalism while trying to appeal to both sides in the context of an increasingly radical right, because that side demands acceptance of lies and conspiracy theories that are incompatible with actual journalism.
When Bezos bought the Post (Extra!, 3/14), he assured the paper’s employees that “the paper’s duty will remain to its readers and not to the private interests of its owners.” That sentiment was repeated in Watford’s slide deck this week. But Bezos’s actions in the past months—including the killing of the Harris endorsement, Amazon donating $1 million donation to Trump’s inaugural fund and paying Melania Trump $40 million for her self-produced documentary, and, most recently, Bezos appearing onstage with other multibillionaires at Trump’s inauguration—make clear that the principle is as meaningless to Bezos as the slogan that debuted after Trump’s first election:
Democracy Dies in Darkness.
That slogan will continue to adorn the front page for the time being, perhaps in the hope that readers searching for an actual news organization that holds those in power to account will be fooled into subscribing.
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