Yes, The Washington Post is in crisis, but its declining print circulation numbers are meaningless

It’s been 30 years since newspapers began migrating to the web, and some observers are still obsessing over print circulation figures.

Take, for a recent example, The Washington Post. Vince Morris of Washington City Paper reported last week that Metro, Sports and Style are going to be merged into one print section on most days, depriving residents of the DC area of a standalone section comprising local news. Morris called the announcement “grim,” even though he noted that executive editor Matt Murray said in a memo to readers that the move will not mean less coverage. Morris also writes:

According to data provided to City Paper by the Alliance for Audited Media, the Post’s paid average daily circulation is now down to just 97,000, with roughly 160,000 on Sundays. That’s a fraction of the 250,000 average daily circulation five years ago, when the Post was one of the largest newspapers in the country by circulation.

Piling on is Andy Meek of Forbes, who writes of those print numbers: “To put that in perspective: 97,000 is the sort of figure you’d expect to see from a mid-size regional paper like The Minnesota Star Tribune or The Seattle Times. Not from a globally recognized newsroom with multiple Pulitzers to its name.”

Now, it’s true that paid print has held up much better at The New York Times (244,000 on weekdays, 606,000 on Sundays) and The Wall Street Journal (449,000 on weekdays, 506,000 for its weekend edition). But print has long since ceased to matter. The Times, after all, has 11 million digital-only subscribers and the Journal has around 4 million.

And therein lies the true crisis for The Washington Post.

As Morris writes, the Post stopped reporting its paid digital circulation some time ago. Last fall, when owner Jeff Bezos began taking a wrecking ball to the paper’s opinion section by killing a planned endorsement of Kamala Harris just before the election, paid digital was thought to be around 2.5 million. About 200,000 vanished overnight. And who knows what it is today after further damage caused by high-profile resignations such as that of Pulitzer Prize-winning cartoonist Ann Telnaes and Bezos’ announcement that he planned to transform the opinion pages into some sort of cheerleading free-market hellhole.

Bezos’ ethically challenged publisher, Will Lewis, has had exactly one good idea since he was hired in late 2023: to start a premium newsletter of local and regional coverage for readers who live in Washington and its suburbs. But if that’s ever been mentioned again, word of it somehow escaped me.

The Washington Post is in deep, deep trouble. After 10 years of sterling sterling stewardship, Bezos has transformed himself into the owner from hell, damaging the reputation of a still-great news organization that he did so much to build up.

Evidence of the destruction is all around. But you won’t find it in the paper’s irrelevant print circulation numbers.