The Agency View on The Washington Post: ‘They Can’t Be Everything to Everyone’

There’s been a lot of celebrating atThe Washington Post after it beat the The New York Times in monthly unique online visitors for the month of October. But if the Post is reaching new readers across the country and getting points for modernizing, it still has some work to do with ad buyers in convincing them it’s “America’s new publication of record,” as it now claims to be.


The Post has clearly broadened its editorial offering and the audience it’s reaching, but it’s still held back by its D.C.-news heritage, said Adam Shlachter, chief investment officer at DigitasLBi. “They are still seen first and foremost as news, and that’s nothing to be ashamed about,” he said. “As the Post becomes more of a publisher and less of a news organization, it feels like they’ll be able to shed some of that legacy, which pigeonholes them.”

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