“Our paid product is not attractive to younger people.” Inside the Washington Post’s push to boost flagging traffic numbers and stagnating subscriber growth as the Trump-era boom fades.
. Ms. Buzbee, who was top editor of the Associated Press news cooperative, said in a memo to employees in September that the Post will hire dozens of new editors and beef up the newspaper’s capacity to publish breaking news and in-depth journalism.
An analysis of the Post’s readership shows that traffic from nonsubscribers had fallen off 35% over two years, according to one of the documents the Journal viewed. Many more nonsubscribers are hitting the “paywall” in 2021, compared with 2019, the document said. “Our paid product is not attractive to younger people,” the document reads. Of those groups, the only one listed with a “high” level of interest in the Post are “confident strivers,” which the document describes as “affluent, urban married men with kids, more multi-ethnic, skew liberal/Democratic.”
Like the Times, the Washington Post has launched new products in recent years to expand its audience beyond politics junkies. Those efforts include the Lily, focused on women, videogame section Launcher, food hub Voraciously and By the Way, a travel destination.
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