WaPo Grapples with Subscriber Losses

The Washington Post faced significant subscriber backlash following its decision not to endorse Vice President Kamala Harris in the 2024 presidential election, coupled with a controversial shift in its editorial policy. 

Reports indicate the newspaper lost approximately 325,000 subscribers in the wake of these changes, a figure representing a substantial portion of its digital subscriber base. The Post has not publicly disclosed whether it has regained these lost subscribers through reactivations or new sign-ups, leaving the extent of its recovery unclear.

In response to the subscriber exodus, the Post has intensified efforts to attract new readers, emphasizing aggressive marketing and outreach campaigns. The newspaper reported a significant uptick in new subscriptions, stating that it added 100,000 more new subscribers in the first four months of 2025 compared to the same period in 2024. This growth suggests a strategic pivot to rebuild its audience, though it remains uncertain whether these gains have fully offset the earlier losses.

The subscriber drop followed a tumultuous period for the Post, sparked by its October 2024 announcement that it would not endorse a presidential candidate, breaking with a decades-long tradition. The decision, attributed to owner Jeff Bezos and implemented by Publisher and CEO Will Lewis, was framed as a return to the Post’s roots as an independent news outlet unbound by political affiliations. However, the move drew sharp criticism from readers, former staff, and media observers who viewed it as a retreat from the paper’s role in defending democratic values, particularly given the high stakes of the 2024 election.

The non-endorsement was compounded by an editorial policy shift that reportedly restricted opinion pieces critical of political figures, including President Donald Trump, prompting accusations of self-censorship. The backlash was swift: high-profile columnists resigned, and readers canceled subscriptions en masse, with some citing a loss of trust in the Post’s editorial integrity. 

Social media platforms, including X, amplified the controversy, with posts from users documenting their cancellations and urging others to follow suit. The reported 325,000-subscriber loss, first cited by industry sources, would represent roughly 13% of the Post’s peak digital subscriber base of 2.5 million, achieved in 2020 during a surge driven by political coverage.

The subscriber churn comes at a challenging time for the Post and the broader media industry. The newspaper reported operating losses of $77 million in 2023, and despite cost-cutting measures under Lewis’s leadership—including buyouts and layoffs—financial pressures persist. The loss of subscribers, even temporarily, could exacerbate these challenges, as digital subscriptions are a critical revenue stream in an era of declining print advertising. Competitors like The New York Times, which endorsed Harris and maintained steady subscriber growth, have capitalized on the Post’s misstep, further intensifying the pressure to recover.