By Dan Kennedy • The press, politics, technology, culture and other passions

The template for the Bezos-Baron revival of the Post was set early on

Marty Baron, center. Photo (cc) 2017 by the Knight Foundation.

I was struck by how little new information there was in this New York Times overview of Marty Baron’s years as executive editor of The Washington Post. As described by Times reporter Marc Tracy, the Post succeeded under Baron and owner Jeff Bezos by switching its focus from regional to national, and from print to digital.

There’s more to it than just that, of course, and Tracy’s piece is worthwhile if you’re not familiar with the subject. The ground that Tracy covers is laid out in my 2018 book, “The Return of the Moguls.” The Bezos-Baron template was set early on. In recent years, the Post has continued to grow (its digital subscriber base now exceeds 3 million, and more than 1,000 journalists work in the newsroom), but that’s simply a continuation of earlier trends.

Likewise, New York University journalism professor Jay Rosen has been touting a comment Baron made to CNN’s Brian Stelter about what he learned from Bezos: “One thing that Jeff emphasized at the beginning is that we really should be paying attention to our customer more than our competitors.” As Rosen says, “Sounds simple, like banal business advice. It’s not.”

In 2016 I asked Baron about the Post’s competition with the Times, and he answered the question in a manner similar to what he told Stelter. I compressed Baron’s answer in my book, but here’s a fuller quote:

Well, we don’t obsess about The New York Times in that sense. We don’t see that as our only competition. We see other people as our competition and, frankly, we see all calls on people’s time and in terms of getting news and information as being a competition for us, not to mention all the other competition for people’s time.

One aspect of the Bezos-Baron era that Tracy leaves out is the role of technology in the Post’s revival. Under chief technologist Shailesh Prakash (like Baron, a holdover from the Graham era), the Post developed state-of-the-art digital products that are fast and a pleasure to use — better than the Times’ very good products, quite frankly.

Overall, the Bezos-Baron partnership has been good for the Post, good for journalism and good for the public. I hope the next editor can build on Baron’s legacy.

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1 Comment

  1. Steve Ross

    As I was retiring from Columbia Journalism in 2005, the incoming dean was lauding the Post’s expanded local coverage, quick reaction to sports happenings, and expanded Virginia bureau… so much so that case study videos were produced, funded by Knight Foundation as I remember.

    The post has done better than NYT in its local coverage, aided in part by the simple fact that DC area is wealthier and has a smaller population. Pre-digital, it produced a local front page for suburban VA readers.

    I still follow that online, as two of my daughters live in Northern VA. Unlike the NYT, it actually covers some problems of non-elites in its home towns, despite a far smaller staff. I attribute that to the Post having a much better top editor. It will be an interesting year…

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