Washington Post's $80K Video Gamble Echoes Failed 2012 Newsroom Experiment

The Washington Post’s recent investment in video production for its Opinion section has drawn comparisons to a failed 2012 experiment by a U.S. News editor. The similarities highlight a recurring issue in media strategy: executives often misjudge audience preferences and platform trends.

2012: A Cautionary Tale of Media Experimentation

In 2012, an editor at U.S. News & World Report proposed launching a YouTube channel to capitalize on the emerging trend of viral news content. The idea was to have journalists appear on camera to discuss their articles and current events. The execution, however, was disastrous.

The editor—who later described themselves as nervous, unconfident, and socially awkward—admitted to having no media training, no prior TV or video experience, and no smartphone. They struggled with a monotone voice, excessive blinking, fidgeting, and frequent verbal stumbles, including the overuse of filler words like “um.” The videos, titled topics such as “Head Injury Studies Continue to Cause Alarm in NFL,” “Are the Politics of Climate Change Shifting?” and “Which Party Will Get the ‘Internet Vote’?”, were poorly edited and received virtually no views. The editor recalled:

“I did not want to make these videos but it was a newsroom-wide initiative and so I did it anyway. Thankfully and mercifully, almost no one watched any of these videos, because they were bad.”

The videos were the antithesis of what audiences sought online at the time—and remain so today. Yet, they were roughly comparable in quality and popularity to the Washington Post’s new video series for its Opinion section.

Washington Post’s $80,000 Video Strategy: A Costly Misstep?

On Sunday, Status, a respected media newsletter, reported that the Washington Post spent $80,000 on new audio and video equipment for its podcast, Make It Make Sense, which features the Washington Post Editorial Board. The outlet also remodeled a studio in its office, though this upgrade is only visible in a poorly received trailer for the show, titled “A News Show You Can Trust, Finally.” The previously recorded videos, released this week, do not reflect the same level of investment.

The changes were driven by opinion editor Adam O’Neal and Washington Post owner Jeff Bezos, as part of a broader shift in the Opinion section toward content favoring billionaires and free-market principles. However, the results have been underwhelming. Viewers have noted that the videos feel dated, reminiscent of low-budget productions from 2012—or worse, as if they were made by someone with no understanding of modern digital media.

The Washington Post’s video strategy has not resonated with audiences, mirroring the struggles of the 2012 U.S. News experiment. The failure raises questions about the decision-making processes of media executives who appear disconnected from the realities of online engagement.