The plot thickens. Or maybe it doesn’t. What is happening at the Washington Times seems a larger repeat of the demise a few years ago of the paper’s sister weekly publication, Insight magazine. With the latter, and without any outside industry advice or research, the management abruptly reduced publication frequency from weekly to fortnightly. There was no lead up to this switch, nor any marketing to accompany the change and to promote the new product. It was done in a rush and without planning.
There were two attempts by outside groups to buy the magazine but both sets of prospective buyers (one group wanted to purchase the paper also) found it impossible to kick start negotiations: they could find no one in authority to negotiate with. At the time one of the would-be negotiators told me that it was like “entering the twilight zone”. The biggest obstacle was to navigate through the old guard management Moonies (see previous post).
Even with the departure of that old guard, something similar would be seem to be happening again. Panic and family feuding has gripped the organization and no one seems ultimately in charge. The good news from the perspective of best practices is that an outside management group has been called in to assess the newspaper’s future.
The bad news is that at least one prospective buyer, I am told, can’t get into a position to have an actual conversation about buying the paper. Deja vu.
Should anyone think it worthwhile to buy it? The newspaper has a terrifyingly low daily circulation — under 70,000, and that includes some bulk sales. The web site is not doing badly under the editorship of Jeffrey Birnbaum and has a monthly audience of two million. The paper’s local sports coverage is good and DC local political coverage can sometimes see the Times pull out exclusives from right out under the noses of the rivals the Washington Post and Washington Examiner.
But any prospective buyer would have to take into account the following:
a) the paper’s advertising base has been hopeless from the start and has no serious classified section to fall back on at a time big advertisers are just not interested in buying ads in city newspapers;
b) the circulation base has now been virtually destroyed;
c) the primarily online Politico has moved into local DC city hall coverage and is doing well and securing a following, and, if smart (which the management there show all the signs of being), could now recruit almost an entire local sports team from the Times;
d) the paper has always been ill-positioned in a commercial sense — namely, being a conservative newspaper based in a heavily liberal city. It would have been better for the newspaper to focus on potential readers outside DC in Virginia and Maryland and to offer fully separate editions for both of those states. But it should have done that back in the 1990s and it is doubtful whether it would be worth doing now?
Again, from a commercial sense, there would be an opportunity for a Washington DC-based conservative publication to make a name for itself critiquing the Obama administration but the maths don’t seem to add up for a daily newspaper. And there is already a conservative opinion magazine based in DC. The only move that seems to make sense is to be exclusively online. But then who needs to buy the paper for that and to have to take on all the historical baggage of the name– it would be cheaper (and fresher) just to invent something new.