Population Statistic: Read. React. Repeat.
Tuesday, December 21, 2021

It took a while, but Microsoft managed to unload Slate Magazine, to the strongest suspected suitor: The Washington Post Company.

The purchase price wasn’t announced, but I’m sure it’ll be leaked out soon. I’ll be curious to see how much scratch the online mag commanded. With a readership of some 6 million, it had to be decent.

I believe the Post intends to use Slate as a springboard for establishing a nationwide popular-press presence. I’m not sure why Newsweek doesn’t fulfill that function; it is hard news, but can be redirected easily enough. I’m guessing the average Slate demographic would be juicy enough to bring in respectable ad revenue.

The key to this deal is the continued delivery of Slate content through the MSN network. If the Post can somehow swing a deal to do that same through AOL, and even Time Warner’s Roadrunner ISP, it could really ramp up readership.

I’m also guessing that, regardless of any content-delivery deals, the Post will start marketing Slate more aggressively. I feel that’s been Microsoft’s biggest failing with it to this point: Relying solely on online presence. If Slate gets more advertising on TV, radio and print, it will become much more visible on a consistent basis.

- Costa Tsiokos, Tue 12/21/2004 10:16:59 PM
Category: Internet, Publishing | Permalink |

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