Web2Print Makes Politico Profitable

Picture 18Political news site Politico started to cover the 2008 election but moved into print, which has helped it become a (financial) success. From Vanity Fair:

Politico puts its current traffic at 6.7 million unique visitors per month (down from a high of more than 11 million during the campaign), yet it still can’t support its staff of about 100 on the Internet’s low advertising rates (although, with its agenda-moving audience and its preponderance of advocacy advertisers, it manages to get a higher rate than most sites). But one effect of its Internet traffic and notoriety and the ensuing attention of cable news shows is that the original Allbritton idea for a Capitol Hill paper—one that now largely reprints Internet content—has become, with its special-interest-size circulation of 32,000, a major success. Internet cachet, in other words, has enabled a tabloid-size print version of Politico (also called Politico) to thrive and more than double the company’s revenues—which, just about evenly split between Internet and newspaper, will, it appears, be more than $15 million in 2009—meaning, according to C.E.O. Fred Ryan, that Politico, paying its staffers at nearly the level that The Washington Post pays (starting salaries for reporters at the Post are about $45,000 per year), has hit breakeven.

Political is clearly a success story but not without print because of depressed online ad rates.


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