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.