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.