The Post is unlike most other newspapers in a fairly critical way: because of the impact that news coming out of Washington, D.C. has on the rest of the world, the paper’s influence and/or potential readership is much broader than its print distribution. So in print, it seems more like a small or medium-sized metropolitan paper — with about 500,000 readers, according to recent figures from the Audit Bureau of Circulations — but its online audience is about 17 million unique visitors a month.
There’s another reason the Post hasn’t jumped on the paywall bandwagon: because the Washington Post CEO’s inclination leans far more towards experimentation with new media formats and platforms than it does towards backwards-looking efforts like paywalls. It’s no coincidence that the Post is probably (next to The Guardian) the newspaper that has tried to innovate the most in digital media, with projects like the Trove news-recommendation service and the Post‘s Facebook social-reader app — or even Social Code itself, which in many ways is a potential alternative to traditional newspaper banner advertising.
As Graham described in an interview with Om last year, the reason why he is interested in experiments like the Facebook reader is because he wants to “go where the readers are” instead of pursuing the traditional media model of trying to convince readers to come and spend all their time at the newspaper’s website.
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