The Washington Post, under Jeff Bezos, could lead the way for media in the 21st Century

Posted by John Keller

THE MIL & AERO BLOG, 6 Aug. 2013. I see a lot of public grief today about the upcoming sale of The Washington Post by longtime owners the Graham family to Amazon founder and Internet powerhouse Jeff Bezos.

The "end of an era" seems to be a recurring theme, which is fair, but I see a lot of pundits and reporters crying in their beer over a bygone era, rather than looking forward to what The Post might become under the Bezos ownership.

Those on the political left mourn the potential loss of a stalwart political ally, while those on the right are sensing a potential shift in the world outlook of such an influential U.S. daily newspaper.

Frankly, though, I see neither scenario playing out. The Post is an established media brand, with a loyal, if dwindling, readership. Bezos and those he picks to run the paper day-to-day are unlikely to make big changes right off the bat.

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Anything that changes at The Post will come incrementally. Bezos knows how to succeed online, and he'll bring that expertise to The Post. Feathers will be ruffled, of course, but in the end this change in ownership could be a big plus for the newspaper, which has seen its circulation and ad revenue drop steadily over the past decade.

There likely will be a time in the near future when we stop referring to newspapers, and buying an actual print edition will be rare and considered quaint. It's simply not about the newspaper anymore -- apologies to bird cage owners and fish wrappers everywhere -- but instead is about content.

The Graham family, they know newspapers. Bezos knows content. Take a good look at Amazon if you don't believe me. It's long past time for a change at The Post and other newspapers like it.

Bezos has the opportunity to redefine the business model of successful content providers of the future, whom hitherto we have called newspapers, and point the way for media to succeed in the 21st Century.