WaPo' s Circulation Plummets to 55-Year Low

Andy Meek, writing for Forbes, was stunned by The Washington Post’s latest average daily paid circulation figure: a mere 97,000, according to the Alliance for Audited Media. 

This marks the first time in 55 years that the Post’s circulation has dipped below 100,000, a number more typical of mid-sized regional papers like The Minnesota Star Tribune or The Seattle Times than a Pulitzer-winning, billionaire-owned newsroom with global aspirations.

Five years ago, the Post sold 250,000 papers daily; now, its Sunday edition barely reaches 160,000. This collapse in readership reflects a weakening bond with its audience at a time when trust and relevance are critical for media. Print, while no longer dominant, remains a key revenue source and a gauge of a brand’s strength, making these numbers alarming.

The paper does not disclose website traffic to the public anymore under Publisher Will Lewis

Compounding the issue, the Post is shrinking its operations, recently eliminating its Metro section and merging local news with Sports and Style. This move signals a retreat from its once-robust local and national ambitions. Readers on X have criticized the paper’s weak Virginia coverage and its failure to compete with outlets like Politico and Axios on Capitol Hill reporting. Some argue the Post lost its edge as a D.C. insider paper while failing to rival The New York Times nationally.

The Post’s brand may be part of the problem. Its name ties it to Beltway politics, appealing to lawmakers and lobbyists but less so to readers outside D.C., like those in Des Moines. Unlike The New York Times, which has broadened its appeal with lifestyle content like games and cooking, the Post struggles to transcend its D.C.-centric identity in a city less versatile than New York.

The paper also faces internal challenges: recent departures of top Metro reporters and editors, sagging newsroom morale, and tensions over Jeff Bezos’s editorial direction. With readership crumbling, a branding issue, and leadership struggles, the Post is in a tailspin. Its circulation numbers suggest time is running out to reverse the decline.