The Washington Post’s traffic tanks

Washington Post subscribers quit the paper en masse following owner Jeff Bezos’ decision to withhold its endorsement of outgoing Vice President Kamala Harris. But the Post’s audience problems extend beyond angry former subscribers.

Over the last four years, web traffic has cratered. According to internal data shared with Semafor in recent weeks, the Post’s regular daily traffic last year sunk to less than a quarter of what it was at its peak in January 2021. That month, the Post briefly reached a high of around 22.5 million daily active users following the attack. But by the middle of 2024, its daily users hovered around 2.5-3 million daily users.

Last year, Washington City Paper noted that the Post had stopped publicly disclosing its traffic numbers in press releases, after a 60% decline in monthly traffic. On Friday, The Wall Street Journal reported that the Post’s revenue fell from $190 million in 2023 to $174 million last year.

(An earlier version of this item stated the numbers shared with Semafor less clearly).