Last week, I finally got around to canceling my Washington Post subscription. The savings weren’t much – I had a decent deal for several years – and it wasn’t like I didn’t read it. I did, daily. I canceled because of Jeff Bezos’ decree that the opinion section would, essentially, become a mouthpiece for one side of politics over another. That’s not what I subscribe to get from my news media outlets.
I should have canceled a long time ago. I could have canceled when they brought in editors from the world of British tabloids. Nobody who’s ever read a British tabloid could have blamed me. I could have canceled when the paper decided that it would be a good idea to bring in a phalanx of new columnists, most of them conservative, plus Rahm Emanuel, which… no.
I definitely should have canceled when the editors nixed Ann Telnaes’ editorial cartoon showing the owner of the paper, and other billionaires, offering bags of money as tribute to President Trump and Telnaes quit in protest. But I didn’t, because I believe in supporting journalism and I don’t want to punish the reporting staff for the sins of the owner.
How many incidents can a subscriber take? I lost count, but this was the last straw. Apparently, 75,000 subscribers felt the same way. I’m sure they picked up some new subscribers, too, but following other mass defections, the paper is taking some big financial hits. Bezos, for his part, probably won’t even notice the pocket change missing, and his Blue Origin government contracts are just a little bit safer, so I’m not deluding myself that my cancellation will have any effect on the Post or Bezos or, really, anyone but me.
What prompts a consumer to bail from a news source? Why do people cancel subscriptions, stop listening to a radio show/station/podcast, switch cable news networks, or change their local TV news preferences? In a polarized climate, politics obviously plays a part; you’re more likely to bail on a news source if you perceive that it has a lean that you oppose.
People say they want balance, but they really want their news to reinforce their own beliefs. That’s how Facebook posts and tweets and TikTok took over the news function for so many people: free and sharing your own bias, telling you what you want to hear, and did I mention free?
But there are other reasons. For me, a major red flag is when a newspaper’s digital product becomes infected by clickbait from other websites. I dumped my Miami Herald subscription because it seemed like half of the homepage featured generic clickbait stories from TheStreet and other sites (the paper also jacked up the subscription rate to unreasonable levels, and I already pay enough for the other two local dailies).
I won’t listen to talk radio of any political bent if the hosts try to defend the indefensible, which is getting quite a workout after the Zelenskyy-Trump-Vance debacle. I won’t watch any local news with a clear political position dictated by corporate, so our local Sinclair CBS and CW affiliates are out. Cable news… ugh, all of them.
I’m not necessarily representative of the public at large. Far from it. The change in administration, Musk and DOGE, and Project 2025 surely contributed to last month’s ratings rise for talk radio in many markets, although the weather and wildfires had a lot to do with it as well.
But most research of news consumers asks why people choose the sources they use when an equally useful metric would be asking why people don’t choose a paper, website, radio station, or TV news outlet. Is it as benign as just not liking the reporters or hosts? Is it politics and perceived bias? Fatigue from the endless crises? Is it not even being aware that the paper, site, or station exists?
What shouldn’t a news outlet do if it wants to reach the vast majority that doesn’t use its product?
Great question. Someone commission a study. I’m not paying for it, though. I told you, I didn’t save that much canceling those papers.
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