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In a bold move to reshape California’s media landscape, the California Post launched Monday, bringing the brash style of the New York Post to the West Coast with both digital and print offerings. The new publication debuts at a challenging time for the news industry but aims to fill what its backers see as a void in the Golden State’s journalism scene.
The Los Angeles-based publication will be “digital first” with an active social media presence and multimedia content, while also offering a daily print edition for $3.75 featuring the splashy front-page headlines that made its New York counterpart famous. The inaugural edition’s front page targeted Hollywood during awards season with the headline: “Oscar Wild – Shocking truth behind director Safdie brothers’ mystery split.”
“The most iconic thing about the New York Post, and now the California Post, is that front page,” said Nick Papps, editor-in-chief of the Los Angeles newsroom. “It has a unique wit, and is our calling card, if you like.”
The new venture, the latest addition to Rupert Murdoch’s media empire, launches with a staff of between 80 and 100 journalists. Papps promised coverage focused on issues affecting “everyday, hardworking” Californians, including homelessness, affordability, technology and law and order.
Entertainment coverage will be a priority, with a Hollywood version of the New York Post’s infamous Page Six gossip column keeping a watchful and often snarky eye on celebrity culture. Sports fans can expect comprehensive reporting on California’s major league teams and upcoming international events like the World Cup and Olympic Games in Los Angeles.
“No matter what your politics are, sports is the great connector,” Papps noted.
The California Post enters a media market that has seen significant contraction in recent years. The Los Angeles Times and other established publications have faced major layoffs, while more than 3,200 newspapers nationwide have shuttered since 2005, according to Northwestern University’s Medill School of Journalism.
Robert Thomson, chief executive of Post corporate parent News Corp., portrayed the launch as filling a vital need in a state suffering from “jaundiced, jaded journalism.” This characterization aligns with the New York Post’s reputation for a conservative-friendly approach that often challenges mainstream media narratives.
Media analysts suggest the publication could make an impact with its combative style and right-leaning stance. Gabriel Kahn, professor at the University of Southern California’s Annenberg School, expects Democratic Governor Gavin Newsom to be a major target, noting that “our statewide press is boring as bathwater,” particularly regarding political coverage.
However, Kahn cautions that the California Post is unlikely to focus on traditional investigative reporting. “There’s a crass cleverness in the way that tabloids present news that actually works well on social media,” he said. “It could be entertaining.”
The business strategy behind the launch may extend beyond simple profitability. The New York Post, despite not being a major moneymaker for News Corp., serves as an influential voice in both local and national politics, routinely pushing on culture-war issues and breaking stories like the Hunter Biden laptop controversy. The paper also enjoys an avid reader in former President Donald Trump.
Ted Johnson, a veteran media reporter who covered Los Angeles for nearly three decades, called the launch of a print edition “defying logic” as major metropolitan news outlets increasingly reduce their physical presence. “But Rupert Murdoch, his first love is print,” Johnson observed.
Whether Californians embrace the provocative tabloid approach remains to be seen, but the California Post’s arrival marks a significant development in the state’s evolving media ecosystem, promising to bring a distinctly different voice to a region dominated by traditional journalistic outlets.
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10 Comments
Launching a new print publication in today’s media climate is a bold move. I hope the California Post can find the right balance between digital and print to thrive in the long run.
The $3.75 price point for the daily print edition seems quite high. I wonder if that will be a barrier to building a solid subscriber base.
The comparison to the New York Post’s unique wit and style is intriguing. I’ll be curious to see if the California Post can capture that same tone and voice while still appealing to the West Coast audience.
The focus on issues affecting ‘everyday, hard-working Californians’ is an admirable goal. I hope the California Post can deliver on that promise and avoid the sensationalism that sometimes plagues tabloid-style journalism.
I’m a bit skeptical of Rupert Murdoch’s influence in this new venture. However, the diverse journalism team could bring fresh perspectives if they’re given the editorial freedom to do so.
With Rupert Murdoch’s media empire behind it, the California Post will certainly have the resources to make an impact. But the true test will be whether it can build a loyal readership and maintain editorial integrity.
A digital-first approach with a daily print edition could be a smart strategy in the current media landscape. I wonder if the splashy headlines will resonate with California readers or if a more nuanced approach would work better.
The focus on issues affecting everyday Californians seems like a good move. Maintaining that community connection will be key to building a loyal readership.
As a West Coast resident, I’m intrigued to see how the California Post will adapt the brash New York style for a California audience. The multimedia approach could be a differentiator if executed well.
Interesting to see a New York-style tabloid make its way to the West Coast. I’m curious to see how the California Post will differentiate itself from the competition and carve out a unique niche.