Patrick Soon-Shiong came along too late to make the cut. In mid-2018, the celebrity surgeon bought the Los Angeles Times and several other papers for $500 million. My book about a new generation of wealthy newspaper owners, “The Return of the Moguls,” had just been published.
Too bad. Soon-Shiong is at least as interesting as the owners I wrote about: Jeff Bezos, who bought The Washington Post and re-established the legendary paper as a powerhouse; John Henry, who slowly transformed The Boston Globe into a growing and profitable enterprise; and Aaron Kushner, who poured money into the Orange County Register only to fail at attracting enough advertisers and readers to pay for his profligate spending.
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Now Politico has weighed in with a lengthy story about the Times under Soon-Shiong that portrays his ownership as something of a mixed bag. He’s invested in the paper, reversing years of cost-cutting by its previous owner, Tribune Publishing (which for a time was known as tronc), and he’s put a highly regarded editor, Kevin Merida, in charge of the newsroom. But his interest in the paper seems to wax and wane, and his daughter, Nika Soon-Shiong, is portrayed as interfering in the newsroom.
I have to say that I’m puzzled by some of the wailing. The Politico article, by Daniel Lippman, Christopher Cadelago and Max Tani, claims that Nika Soon-Shiong has inserted herself into the process of endorsing political candidates as though that were somehow a bad thing. Now, the Times may be making some dumb endorsements, such as its decision to back Nika Soon-Shiong ally Kenneth Mejia for city controller. Mejia, according to the Times’ own reporting, regards both Joe Biden and Donald Trump as “sexual predators.”
But a newspaper’s owners are free to insert themselves into the opinion pages as much as they’d like. A good owner will keep a distance from news operations, but the opinion section is their playground. John and Linda Henry are involved in the Globe’s editorial pages and no one thinks anything of it. Jeff Bezos’ lack of interest in the Post’s opinion operation is unusual.
Nika Soon-Shiong has also expressed her leftist views in a tweet (which she deleted) critical of her own paper’s crime coverage and in suggestions for story coverage. There is, for instance, this, which I find entirely benign, even salutory:
In 2020, Nika Soon-Shiong started participating in staff meetings about the paper’s failures in covering race and how it could become more inclusive in hiring. She suggested the paper avoid using the word “looting” when covering the unrest over police brutality, which inspired the paper to tweak style guidelines.
Times company leaders at the time asked then-top opinion editor Sewell Chan to brainstorm ways that Nika Soon-Shiong could get more involved in the paper. He talked with her about whether working with the opinion section would be a possibility. (Chan declined to comment.)
Politico quotes Merida as saying that Nika Soon-Shiong has “a right to critique our journalism, offer story ideas and other suggestions she believes will help make us better,” and that the “same right is extended to those we cover and to those who read us.” The fact-checker rates that statement as 100% true.
Patrick Soon-Shiong is a bit of an oddball. A profile in The New Yorker last year by Stephen Witt raised questions about his success as a pharmaceutical entrepreneur. But he has been a far better owner of the LA Times and The San Diego Union-Tribune, a throw-in that was part of the Times deal, than Tribune Publishing had been. Indeed, Soon-Shiong’s one unforgivable act as a newspaper owner was a non-act — his decision to do nothing to stop the sale of Tribune to the hedge fund Alden Global Capital, which of course began gutting its papers as soon as the deal was consummated.
Tribune owns some of our most storied newspapers, including the Chicago Tribune, The Baltimore Sun and the Hartford Courant — the oldest continuously published newspaper in the country. Soon-Shiong, a billionaire, could have stopped the transaction and helped Baltimore hotel magnate Stewart Bainum with his bid to buy the chain. Instead, Alden wound up with Tribune, and Bainum has launched a digital nonprofit called The Baltimore Banner. In an interview with Brian Stelter, then of CNN, Soon-Shiong protested that he was a “passive investor,” adding: “I’ve got my hands full and frankly, really committed to the LA Times and San Diego Union-Tribune.”
The Los Angeles Times is far better off under Soon-Shiong family ownership than it had been under years of Tribune mismanagement — mismanagement that would have turned into a rout under Alden. The Politico piece contains some interesting tidbits, but it’s hardly a takedown.
John and Linda Henry have owned The Boston Globe for nearly nine years, but they have never hired an editor. Brian McGrory, who announced Wednesday that he’ll be leaving at the end of the year to become chair of Boston University’s journalism department, had been named to the top newsroom job during the final months of New York Times Co. ownership. In this excerpt from my 2018 book, “The Return of the Moguls,” I tell the story of how McGrory recruited the Henrys to stave off the possibility of corporate chain ownership.
Rumors that The Boston Globe might be for sale began circulating as far back as 2006, when a group headed by retired General Electric chief executive Jack Welch, who was a Boston-area native, and local advertising executive Jack Connors was reported to be nosing around. At the time, the Globe was said to be valued at somewhere between $550 million and $600 million, vastly more than the price John Henry paid seven years later. But the New York Times Co. wasn’t selling — at least not yet. The following year, Ben Taylor, a former publisher of the Globe and a member of the family that had owned it from 1873 until selling it to the Times Co. 80 years later, told me in an interview for CommonWealthmagazine that he might be interested in returning to ownership in some capacity if the Globe were put on the market. But he added that he thought such a development was unlikely. “I can’t imagine a scenario where that would be an opportunity,” he said, “but you never know, I guess. Stranger things have happened.”
Ben Taylor and his cousin Stephen Taylor, also a former Globe executive, became involved in a bid to buy the paper in 2009 when the Times Co. finally put the paper on the market. So did a Beverly Hills, California-based outfit known as Platinum Equity. With the Taylors thought to be undercapitalized and with Platinum having gutted the first newspaper it bought, the San Diego Union-Tribune, Globe employees were understandably nervous about their future. Although it was not a matter of public knowledge at the time, there was also a third possibility. After the Times Co. put up the Globe for sale, Brian McGrory, a popular columnist who was then serving a stint as the paper’s metro editor, decided to call around town to see if any public-spirited business executives might be interested. Among those he contacted was John Henry.
“I asked him at that time why he wouldn’t flip the paradigm,” McGrory told me. “It used to be that newspapers would own sports franchises. Why not have a sports franchise owner own a newspaper? Because without a healthy Boston Globe, which causes community discussion about a sports team — I made the argument, right or wrong; I have no idea if it was right — the value of a sports team might be diminished. And I did it because I thought he would be a very thoughtful, steady owner.”
I was surprised — but not shocked — to discover recently that The Washington Post is phasing out its blue app, which at one time it called the “National Digital Edition.”
The app, which debuted in 2015, was an important part of the Post’s strategy during the early years of Jeff Bezos’ ownership. I wrote about it in my 2018 book, “The Return of the Moguls.” Available on phones and tablets, it provided readers with a colorful, magazine-like experience. The National Digital Edition was also cheaper than the Post’s other digital products; it was marketed to a national audience and omitted all news from the Washington area. That way, Washingtonians couldn’t save money by choosing the blue app unless they were willing to do without any local news.
The blue app had a lot to do with the Post’s meteoric growth in digital subscriptions, especially after the paper offered it to Amazon Prime members for free for six months, earning hosannas from a wide cross-section of media observers. Media analyst Ken Doctor, a recent guest on our “What Works” podcast, called it “potentially game-changing.”
Even as the Post was marketing the National Digital Edition, though, it continued to evolve its black app and, of course, its website. Those provided readers with a more traditional experience, including a home page, which the blue app lacked, as well as local and regional news. At some point, too, the Post abandoned its different pricing schemes. The blue app, despite its attractiveness, always seemed a bit lite, and eventually most people just moved away from it.
I hadn’t checked the blue app in ages until the past week. When I did, I got a message that said “this app soon will no longer be available” and pushing me toward the black app instead.
The National Digital Edition served its purpose, boosting paid circulation at a time when Bezos was trying to catch up quickly with The New York Times. As of last October, according to The Wall Street Journal, the Post’s circulation was around 2.7 million. That’s well behind the Times’ 10 million (which, to be fair, includes subscriptions to non-news products such as its cooking app and crossword puzzle), but it’s impressive nevertheless.
The Washington Post, on an upward trajectory for most of the time since Jeff Bezos bought the paper in 2013, has stalled out. At least that’s the gist of a story in The Wall Street Journal by Benjamin Mullin and Alexandra Bruell, who report that the Post is struggling to find its footing now that Donald Trump has left the White House (if not the scene) and interest in political news is on the decline. They write:
The Post, like most major publications, experienced an audience surge during the Trump years, when readers flocked to stories about the controversial Republican administration. Now, the Post is facing a slump that has triggered some soul-searching at the paper, including over the need to invest more in coverage areas outside of politics, according to people familiar with the news outlet’s operations and internal documents viewed by The Wall Street Journal.
The fate of the Post is of particular interest to me since much of my 2018 book, “The Return of the Moguls,” is devoted to the Post under Bezos. When I was reporting for the book, the Post was going great guns, beating the Times on significant stories — especially Trump’s 2016 campaign — and growing so quickly that it seemed possible that it might even shoot past its New York rival.
Since around the middle of the Trump presidency, though, I’ve had a sense — not confirmed by data, so don’t take this too seriously — that the Post had plateaued. To put it in simple terms, the Post and the Times competed fiercely for several years after Bezos’ arrival, and the Times won.
You can see it in their paid digital subscriptions. The Times now has about 7.6 million, including about 5.6 million subscribers to its core digital news product (the rest subscribe only to a special service like the Times’ cooking app, the crossword puzzle or whatever). And the Times’ numbers keep growing. The Post, by contrast, is at 2.7 million digital-only subscribers, according to the Journal, down from about 3 million at the beginning of the year.
Now, it would be easy to make too much of this difference. Just about every publisher in the country would love to have The Washington Post’s problems. It’s still one of the largest news operations in the U.S., with a deep, talented newsroom. But the numbers do raise some questions about what the Post’s leaders see as their mission.
We have three great national newspapers — the Times, the Post and the Journal. The Times is our biggest and most capable general-interest newspaper. The Journal has a business focus and a right-wing opinion page, which offers an alternative (to be polite) to what you see in most newspaper opinion sections. The Journal, like the Post, has about 2.7 million paid digital subscribers. Unlike the Post, though, the Journal’s total is rising; in 2020, it was less than 2.3 million.
It seems to me that the Post finds itself in a difficult position — competing directly with the Times for exactly the same national audience and falling behind, and not able to differentiate itself from the Times the way the Journal has. The Post’s executive editor, Sally Buzbee, who succeeded Marty Baron earlier this year after serving as The Associated Press’ top editor, hasn’t really said how she’s going to address that. Indeed, in a recent appearance on Kara Swisher’s New York Times podcast, she showed a remarkable ability not to be pinned down on much of anything.
The Times is far from perfect, of course. Its political coverage, in particular, drives me crazy with its frequent embrace of false equivalence at a time when one of our two major political parties has devolved into an authoritarian, antidemocratic force. The Post is better at avoiding that trap. Its technology is superior to the Times’, too. Overall, though, the Times offers a better, more comprehensive report, especially in areas like international news, business and culture.
It’s good for democracy to have two large, general-interest national papers battling it out. The Post isn’t going away. But you have to wonder what the future of the Times-Post rivalry is going to look like. Back in the 1970s, when the rivalry was especially pitched, the Times’ and Post’s readership bases were pretty much restricted to their geographic areas. Now they are both available nationally and internationally, making it easy to choose one over the other.
In effect, the Times and the Post are now competing in a winner-take-all economy. I hope there continues to be room for both.
The final act is about to be consummated in Warren Buffett’s disappointing dalliance with the newspaper business. Despite the legendary investor’s self-professed love for newspapers, he ran the newspapers he acquired starting in 2012 as a hopeless cause rather than investing in them as his fellow billionaires Jeff Bezos did with The Washington Post and John Henry did with The Boston Globe.
Buffett eventually sold his papers — including his hometown Omaha World-Herald — to Lee Enterprises. And on Monday we learned that the predatory hedge fund Alden Global Capital is now attempting to purchase Lee’s 90 daily newspapers, which are located in 26 states. The death watch has begun.
When Buffett’s Berkshire Hathaway investment company purchased 63 newspapers from the Media General chain in 2012 for $142 million, the news was greeted with the hope that the legendary octogenarian might be just the person to show the way forward. Buffett bolstered his new holdings by extending loans to those papers totaling $445 million. It was a generous gesture with which Aaron Kushner and his investors, who also wanted the papers, could not compete. A year earlier Buffett had bought his hometown paper, the Omaha World-Herald, along with six other papers for $200 million. He already owned The Buffalo News. And in those pre-Bezos days, he held a substantial number of shares in The Washington Post Co. “Does Warren E. Buffett want to be a media mogul?” asked The New York Times.
Certainly Buffett had the right pedigree. Not only was he a brilliant financial thinker, but he had long loved newspapers and had been a close adviser to the Graham family at The Washington Post for many years. He even had a hand in winning a Pulitzer Prize: in 1973, when he was the owner of the Omaha Sun, he helped his reporters investigate a local charity by finding documents, providing financial analysis, and even assisting with the writing. Katharine Graham praised Buffett fulsomely in her autobiography, saying that he became a trusted confidant after he invested in the Washington Post Co. “By the spring of 1974,” she wrote, “Warren was sending me a constant flow of helpful memos with advice, and occasionally alerting me to problems of which I was unaware.”
Yet Buffett, astute financier that he is, expressed skepticism about prospects for the newspaper business after it entered its long decline. In 2009, for instance, he said he had no interest in purchasing papers, because their financial outlook was so grim. “For most newspapers in the United States, we would not buy them at any price,” he said. “They have the possibility of going to just unending losses.” And though he later reversed himself, his acquisition strategy gravitated toward papers of the type that still do reasonably well: those in medium-sized markets where the local paper is the principal source of regional and community news and where competition from the internet is less a factor than it is in large cities. Buffett’s papers carry little debt and are profitable. In the spring of 2016, though, he admitted that the picture was continuing to darken for the newspaper business and that he was no closer to finding a way out than anyone else.
“We haven’t cracked the code yet,” he told USA Today. “Circulation continues to decline at a significant pace, advertising at an even faster pace. The easy cutting has taken place. There’s no indication that anyone besides the national papers has found a way.” He added that even though all of his papers were making money (at that time he was up to 32 dailies and 47 weeklies), that might not be the case in future years. “If you have a problem in five years, you have a problem now,” he said. Buffett doubled down on those remarks in early 2017, telling CNBC that The New York Times, The Wall Street Journal, and possibly The Washington Post were the only newspapers he believed had an “assured future,” explaining, “They have developed an online presence that people will pay for.”
Less than two months later, the hammer came down at BH Media, the company Buffett had set up to manage his newspapers. BH Media announced the termination of 289 positions throughout the chain, including the elimination of 108 vacant jobs. The BH Media president and chief executive officer, Terry Kroeger, told the Omaha World-Herald that Buffett had been informed of the reductions but that “his opinion was not sought or offered,” in keeping with Buffett’s hands-off investment philosophy. Kroeger blamed the papers’ declining revenue on changes in retail advertising, and especially on the move to online shopping — an irony given how the most successful of the new breed of newspaper owners, Jeff Bezos, made his money. Buffett’s World-Herald did not suffer any cuts at that time. But then, in May, BH Media reduced the size of the Omaha paper and eliminated three jobs, according to a memo to the staff from the executive editor, Melissa Matczak.
For a self-confessed newspaper fan whose net worth was roughly the same as that of Bezos (more than $60 billion apiece in mid-2016), Buffett’s role in helping to figure out the future of journalism might be considered disappointingly modest. Perhaps it would be too much to expect someone in his mid-80s to dedicate himself to figuring out the future of the newspapers he had acquired. But he was ideally positioned to bring in the sorts of minds who might apply themselves to the task of saving smaller papers in much the same way that Bezos and Henry were attempting to reinvent their much larger properties. Surely Buffett understands as much as anyone that readers and advertisers will put up with an ever-diminishing paper for only so long before an irreversible downward spiral sets in.
Facebook has long had a tortured relationship with journalism. When I was reporting for “The Return of the Moguls” in 2015 and ’16, news publishers were embracing Instant Articles, news stories that would load quickly but that would also live on Facebook’s platform rather than the publisher’s.
The Washington Post was so committed to the project that it published every single piece of content as an Instant Article. Shailesh Prakash, the Post’s chief technologist, would talk about the “Facebook barbell,” a strategy that aimed to convert users at the Facebook end of the barbell into paying subscribers at the Post end.
Instant Articles never really went away, but enthusiasm waned — especially when, in 2018, Facebook began downgrading news in its algorithm in favor of posts from family and friends.
Nor was that the first time Facebook pulled a bait-and-switch. Earlier it had something called the Social Reader, inviting news organizations to develop apps that would live within that space. Then, in 2012, it made changes that resulted in a collapse in traffic. Former Post digital editor David Beard told me that’s when he began turning his attention to newsletters, which the Post could control directly rather than having to depend on Mark Zuckerberg’s whims.
Now they’re doing it again. Mathew Ingram of the Columbia Journalism Review reports that Facebook is experimenting with its news feed to see what the effect would be of showing users less political news as well as the way it measures how users interact with the site. The change, needless to say, comes after years of controversy over Facebook’s role in promoting misinformation and disinformation about politics, the Jan. 6 insurrection and the COVID-19 pandemic.
I’m sure Zuckerberg would be very happy if Facebook could serve solely as a platform for people to share uplifting personal news and cat photos. It would make his life a lot easier. But I’m also sure that he would be unwilling to see Facebook’s revenues drop even a little in order to make that happen. Remember that story about Facebook tweaking its algorithm to favor reliable news just before the 2020 election — and then changing it back afterwards because they found that users spent less time on the platform? So he keeps trying this and that, hoping to alight up on the magic formula that will make him and his company less hated, and less likely to be hauled before congressional committees, without hurting his bottom line.
One of the latest efforts is his foray into local news. If Facebook can be a solution to the local news crisis, well, what’s not to like? Earlier this year Facebook and Substack announced initiatives to bring local news projects to their platforms for some very, very short money.
Earlier today, Sarah Scire of the Nieman Journalism Lab profiled some of the 25 local journalists who are setting up shop on Bulletin, Facebook’s new newsletter platform. They seem like an idealistic lot, with about half the newsletters being produced by journalists of color. But there are warning signs. Scire writes:
Facebook says it’s providing “licensing fees” to the local journalists as part of a “multi-year commitment” but spokesperson Erin Miller would not specify how much the company is paying the writers or for how long. The company has said it won’t take a cut of subscription revenue “for the length of these partnerships.” But, again, it’s not saying how long those partnerships will last.
How long will Facebook’s commitment to local news last before it goes the way of the Social Reader and Instant Articles? I don’t like playing the cynic, especially about a program that could help community journalists and the audiences they serve. But cynicism about Facebook is the only stance that seems realistic after years of bad behavior and broken promises.
Robert Allbritton last week sold Politico to the German media company Axel Springer for $1 billion. Ben Smith, who was part of the launch back in 2007, wrote about the sale earlier this week in The New York Times. I wrote about the two-generation rivalry between the Allbrittons and the Graham family, who controlled The Washington Post until 2013, in “The Return of the Moguls.” Below is an excerpt.
Katharine Graham’s other crucial move was to endure a strike in 1975 in order to get the Post’s printing costs under control. So arcane were the work rules that when an advertiser submitted a finished ad (known in the post-hot-lead, pre-computer age as “camera-ready”), a union compositor still put together an equivalent ad, even though it would be discarded as soon as he was finished with it. In deciding to put a stop to such practices, Graham was fortunate in the viciousness of her opposition. At one demonstration, a leader of the union, Charlie Davis, carried a sign that read “Phil Shot the Wrong Graham,” a reference to Phil Graham’s suicide. On the night that the pressmen went on strike, some of them beat the night foreman and started a fire in an attempt to sabotage the machinery. Because of those actions they earned the enmity of the Newspaper Guild, which represented the reporters. With the paper’s journalists crossing the picket line, the Post was able to resume publishing after just one missed day, enabling them to break the strike. The benefits of being able to modernize production were immediate, as income grew from about $13 million a year to $24.5 million in 1976 and to $35.5 million in 1977.
Not all observers were sympathetic to the Grahams. Ben Bagdikian, a former Post national editor who spent much of his long, distinguished career after leaving the paper as an academic and a harsh critic of corporate journalism, wrote an article in the Washington Monthly attributing the strike to Katharine Graham’s earlier decision to go public. “The idiosyncratic publishers, whose integrity led them to ignore narrow economic arguments in favor of quality, and who as a result created America’s great newspapers, are disappearing,” Bagdikian wrote. “They were being replaced by profit-maximizing conglomerate owners. It is a forecast of trouble for independent journalism in the country’s most important news companies.” Graham recorded her response in a note to Ben Bradlee: “I am really embarrassed to think this ignorant biased fool was ever national editor. Surely the worst asps in this world are the ones one has clasped to the bosom.”
The Post’s rivalry with The Washington Star played a small role in the strike as well, a tidbit of interest mainly because of who owned the Star at that time: Joe Allbritton, a Texan who had acquired the paper from the Kauffmann family in 1974. Katharine Graham wrote that Allbritton declined to help the Post during the strike because, in her view, the only way the Star could stay in business was for the Post to fail. Allbritton sold the Star to Time Inc. in 1978, which closed it in 1981 even though Katharine Graham, Donald Graham and Warren Buffett had made overtures to set up a joint operating agreement under which both papers would be published.
The Allbritton family’s ambitions remained entangled with the Post for many decades to come. Years later, two Post journalists, John Harris and Jim VandeHei, were rebuffed when they proposed setting up a separate political website under the paper’s umbrella. They took their idea to Joe Allbritton’s son, Robert, who helped them launch Politico in 2007. With its hyperkinetic insider’s approach to covering politics, the site quickly established itself as a serious rival to the Post on one of its signature beats, although Politico was often criticized for emphasizing the superficial horse race aspects of politics.
Robert Allbritton also backed a site cheekily named TBD.com (for “to be determined”), edited by the former washingtonpost.com editor Jim Brady and the future Post media blogger Erik Wemple, which covered local news in the Washington area in conjunction with a television station the Allbrittons had owned since acquiring the Star. Fortunately for the Grahams, Allbritton lost patience with it within months of its 2010 launch, and in 2012 the site was shut down. Another Allbritton connection: About a year after Jeff Bezos bought the Post, he hired Frederick Ryan, a former Reagan administration official, to replace Katharine Weymouth as publisher. At the time that the move was made, Ryan was president and chief operating officer of Allbritton Communications and had served as Politico’s first chief executive.
The Post and Politico make for a fascinating contrast. Both companies are ensconced in brand-new headquarters on either side of the Potomac; Politico occupies part of an office tower in the Rosslyn section of Arlington, Virginia. The missions of the two organizations are very different. The Post is a general-interest newspaper with a substantial print presence. Politico is aimed at people in the professional political community, and though it publishes a small print product (daily when Congress is in session; weekly otherwise), it’s mainly digital. Yet if the ancient rivalry between the Post and The New York Times is mostly journalistic and symbolic, the Post’s rivalry with the Allbritton family has involved serious competition over whose news organization will prove to be more financially successful in the long run.
Correction: I have learned that the elder Albritton’s legal name was Joe, not Joseph. Unfortunately, it remains wrong in the book.
When I interviewed Marty Baron in March 2016, his office at The Washington Post’s new headquarters was smaller than I had expected. We sat at a conference table next to a human-sized cardboard cutout of an Oscar statuette, which he said was waiting for him after he returned from the Academy Awards gala in Hollywood.
The Oscar was for “Spotlight,” based on The Boston Globe’s Pulitzer-winning investigation into the pedophile-priest crisis within the Catholic Church — the story that defined Baron’s years as editor of the Globe. He also showed me a small chocolate Oscar he’d brought home. Soft-spoken and businesslike, with graying reddish hair and a closely trimmed beard, Baron talked for an hour about life at the Post under Jeff Bezos.
“I was completely shocked, obviously,” Baron said when I asked him about his reaction to the news that Bezos would buy the Post. “I told people when I came here that while the Times would probably like to sell the Globe, it was highly unlikely that Don Graham would be selling The Washington Post. So I was kind of stunned when I heard about it. But I thought that it could have some real advantages for us” — a reference to Bezos’s preference for growth over cutting and his deep understanding of technology and consumer behavior.
“I did not know if it would be a good thing for me personally,” Baron added, “because obviously when a new owner comes in he has the absolute right to pick who he wants to run the organization that he has acquired. He said positive things at the beginning, but my sense was that it would be a year of figuring out the place and deciding what he wanted to do.”
Even though Bezos bought a $23 million mansion in Washington, D.C., in late 2016, he spends most of his time on the West Coast. For the most part he manages his newspaper from afar, presiding over an hour-long conference call with the Post’s top executives every other week.
“It starts on time, ends on time; it’s very disciplined,” Baron said. “He gets all of the material in advance. We don’t use it to go through presentations. We use it to review any questions that he might have or to embark on any broader discussions. But typically all of the material is sent to him in advance in a narrative style, not PowerPoints. He doesn’t like PowerPoints, thankfully. He typically has some questions, and those questions become a springboard to discussion of whatever we need to talk about.” The Post’s leadership also travels to Seattle twice a year for a day of meetings. Baron said those meetings run from around noon to 6 p.m., followed by dinner.
I also asked Baron how the Post had been able to amass as large a digital audience as The New York Times — between 80 and 100 million monthly unique visitors at that time — despite a staff that was about half the size. His answer was two-fold. First, he said that the Post was not competing with the Times so much as it was competing for people’s attention, whether it be against The Huffington Post, BuzzFeed, Politico or Vox. Second, he said the Post is “doing things that are much more attuned to the digital environment” by “treating the web as a distinct medium.”
Among the examples Baron cited: hiring young digital-native journalists who write with a distinctive voice and who are unconcerned as to whether their stories appear in print or are only posted online; embracing multimedia tools such as video, the publication of original documents and annotation — debate transcripts, for instance, have been marked up with highlighted comments by Post journalists, adding context and occasional snark; and writing engaging headlines that are not constrained by the artificial confines of column width, as are print headlines.
“I mean, look, radio is different from newspapers, television is different from radio,” Baron said. “Here comes the web. We should be different, and mobile might be different, too.”
Now, I would argue that the Times’ approach to digital, although different from the Post’s, is every bit as engaging and innovative. But in discussing the Post’s rapidly growing digital audience, there’s an additional topic that can’t be avoided: its reliance on a presentation for some types of material that are aimed at maximizing shares and eyeballs.
Baron doesn’t like the term “clickbait,” and I agree with him that that’s not quite the right word. After all, “clickbait” suggests that the underlying story does not live up to the promise of the headline, and that’s rarely the case with Post journalism. But the Washington Post experience can vary quite a bit depending on how you access that journalism. The print paper mixes heavy and light fare, the serious and the entertaining, in a way that isn’t much different from what news consumers are used to. The website and the apps, though, often take a more viral approach.
That’s especially true with the national digital edition — the magazine-like app for mobile and tablet that debuted on Amazon’s Kindle Fire and later migrated to other platforms. For one thing, it omits local news so that its low cost won’t lure Washington-area readers into switching from their more expensive print or digital subscription. For another, the story mix and the presentation often have a viral feel to them. For instance, as I perused the national app on my iPhone on a Wednesday afternoon in April 2016, I saw stories like “O Cannabis! Canada Moves To Legalize Marijuana in 2017,” illustrated with a pot-festooned Canadian flag; “What Your First Name Says About Your Politics”; and “Diet Coke Is Getting A New Look.”
To be fair, these stories were well-reported and were interspersed amid more serious news. If I were riding on the subway and looking for something to read, I would have clicked on any of them. And there is nothing wrong with lightening things up as long as the core mission remains in place.
Longtime media critic and Post-watcher Jack Shafer, now with Politico, told me that he’s an admirer of Baron’s Post.
“It’s as good as it’s ever been,” he said. “In terms of accuracy, accountability, imagination, Marty Baron is a genius and an inspirational editor.” As for what Shafer forthrightly called “click-baitery,” he said it was no different from the days when newspaper editors would drop in a “Ripley’s Believe It Or Not” brief to fill a hole on a page. The idea, he said, is to make the Post a “habit.”
“You’re sitting there, you’re bored, or you’re angry at your editor, and you just want a media moment,” Shafer said. “It turns out that there’s a much larger market for that than we ever imagined.”
Baron put it this way: “Being viral doesn’t mean clickbait, and writing a headline and using a photo that would cause somebody to share something on a serious subject doesn’t make it clickbait. We do write headlines that we think will lead to sharing, and in many ways they get to the point a lot better. They actually explain the story better than traditional newspaper headlines. I mean newspaper headlines are terrible, right? They all have to be constrained within column sizes, so if you have a one-column head it’s all headline-ese. People don’t speak in headline-ese. The web and our apps allow us to write in a way that people speak.”
Post media blogger Erik Wemple, a veteran print journalist — among other career stops, he was the editor and media columnist at the alt-weekly Washington City Paper — told me that he was untroubled to be a newspaper columnist whose work rarely appeared in the newspaper. “All of the messaging and the emphasis seems to be on digital,” he said, adding that when he looked at the print paper, he often found it stale, as he saw stories that had appeared online a day or two earlier. “There’s a clear focus on digital work here,” he said. “That’s what the feedback loop bears, and that’s what drives conversation.”
One subject that often arises when asking about Jeff Bezos and The Washington Post is whether it can cover Amazon independently and impartially. Of course, it’s not unusual for a news organization to have an owner with outside interests that deserve coverage, with John Henry’s ownership of the Globe and the Red Sox being a prime example. But Amazon represents a particular challenge given its size, influence and cultural impact. Amazon, after all, is largely responsible for disrupting the book industry. Amazon Web Services does business with the CIA.
When Bezos met with Post staff members a month after he announced he would buy the paper, he told them that they should “feel free to cover Amazon anyway you want, feel free to cover Jeff Bezos any way you want.” By the spring of 2017, there were no reports that Bezos had tried to interfere with the Post’s news coverage.
Indeed, within days of the announcement that he would buy the paper, the Post published an in-depth examination of Bezos and Amazon that could fairly be described as warts and all — he was described as “ruthless” and a “bully” in his dealings with competitors and a boss who was known for launching “tirades” that “humiliated colleagues.”
As is his custom, Bezos refused to cooperate with the team of reporters who worked on that story. But national investigative editor Kimberly Kindy, who was among those journalists, told me there were no repercussions from Bezos after publication. “I don’t think that we have shied away from covering him. And he certainly has invited us to,” she said. Kindy’s Post career thrived under Bezos’s ownership. Among other things, she was deeply involved in a massive effort to document fatal shootings of civilians by police officers — a project that won the 2016 Pulitzer Prize for National Reporting.
Yet it was The New York Times, and not The Washington Post, that produced a lengthy, highly critical investigative story about Amazon’s workplace culture — a story that created a sensation when it was published in the summer of 2015. For anyone who had read Brad Stone’s 2013 book about Amazon, “The Everything Store,” there was little new information. Indeed, it struck me that the Times, unlike Stone, missed some crucial context in its implication that Amazon was uniquely awful rather than merely awful in the manner that’s typical of hard-charging technology companies. As the technology writer Mathew Ingram put it in criticizing the Times’ reporting, “To take just one example, Apple co-founder Steve Jobs’ treatment of his staff makes anything that Amazon has done (or likely ever will do) seem like a day at the beach.”
Regardless of the merits of the Times’ story, though, it may be too much to expect that the Post, of all media outlets, would take the lead on in-depth enterprise reporting about the dark side of Amazon. “To expect a newspaper to be a fifth column against itself and its owners is naive and probably without precedent,” Jack Shafer said.
Erik Wemple, on the other hand, said he hoped the Post could engage in such reporting if it was warranted. “It would be incredibly awkward to commission a big investigative story. And I hope we do endure that awkwardness,” Wemple said. “Bezos’s dream of a paper of record necessitates tough coverage of Amazon.” He added: “The difficulty is always one of self-censorship. That’s a serious concern of any news organization that has a mogul running it.”
Baron, for his part, said he had no intention of letting Bezos’s ownership of the Post interfere with the way his journalists covered Amazon. “Jeff said at his first town hall here, ‘You should cover me and cover Amazon the way you would cover any other company and any other chief executive, and I’m fine with that,’” Baron said. “On multiple occasions since then he has repeated that. He said the same thing to me personally. And I said, ‘Good, because that’s what I’m planning to do.’ And I have never heard from him about a single story about Amazon.”
In his early days at The Boston Globe, Baron kept an exceedingly low profile. As the news business shrank, Baron slowly began to emerge as a voice for embracing change while at the same time maintaining high journalistic standards. In 2012, when he was still at the Globe, he gave a speech in which he urged journalists to fight against the “fear” that had overcome them — fear of being accused of bias, of losing customers or offending advertisers: “Fear, in short, that our weakened financial condition will be made weaker because we did something strong and right, because we simply told the truth and told it straight.”
Baron’s public persona has only become more prominent since the release of the movie “Spotlight.” After the stunning victory of Donald Trump in the 2016 presidential campaign, marked by unprecedented attacks by Trump on the media, and especially on Jeff Bezos and the Post, Baron made use of his public platform to call for tough, independent coverage of the incoming president.
“If we fail to pursue the truth and to tell it unflinchingly — because we’re fearful that we’ll be unpopular, or because powerful interests (including the White House and the Congress) will assail us, or because we worry about financial repercussions to advertising or subscriptions — the public will not forgive us,” Baron said in accepting an award named for the late iconoclastic journalist Christopher Hitchens. “Nor, in my view, should they.”
Some months earlier, sitting in his office on a Wednesday afternoon, I had asked Baron about his emerging role as a voice of conscience in the news business. It was a moment that I found surprisingly poignant. Nearly 15 years earlier, I had interviewed him at the Globe for the first time. In those days he was virtually unknown outside the newspaper business. Now he was the most famous editor in the country by virtue of “Spotlight” as well as a respected advocate for excellence at a time when many newspapers were just a shadow of what they had once been.
“We could use more leadership in the industry,” he replied. A few moments later he added: “I think that people are searching for how to survive and succeed in the current environment while not abandoning our core principles. To the extent that I have helped shape the thinking in our profession about how one might do that, I feel pleased by that.”
Adapted from “The Return Of The Moguls: How Jeff Bezos And John Henry Are Remaking Newspapers For The Twenty-First Century,” by Dan Kennedy. Published in 2018 by ForeEdge, an imprint of University Press of New England: www.upne.com/1611685947.html.
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.”
Marty Baron was asked by @brianstelter what Bezos as owner imprinted on the Post.
"One thing that Jeff emphasized at the beginning is that we really should be paying attention to our customer more than our competitors."
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.