Rupert Murdoch's new tabloid to bring New York Post attitude to California
A Los Angeles Times spokesperson did not respond immediately to a request for comment on the California Post.
California news industry veteran Jonathan Weber said the state's newspapers adhere to a mainstream approach to journalism, which could present an opportunity for a different kind of voice that reflects this moment in the country's evolution.
"Maybe there is room for a sort of pugilistic, more right-wing, kind of sensationalist sort of approach," said Weber, a former Reuters editor and serial entrepreneur who founded the San Francisco Standard and the tech business-focused Industry Standard.
"There might be an opening for that."
However, he said the California Post also faces challenges. The New York Post is popular with readers who buy the tabloid at a newsstand before jumping on the subway, whereas Californians tend to drive to work, Weber said.
Giancola said the New York Post Media Group has a much broader reach online than through its print edition via a trio of digital brands including celebrity-focused Page Six, an entertainment and pop culture guide, the Decider and its main website. The sites attracted a combined 90-million monthly unique visitors in June, the company said.
The Post achieved profitability in 2022 by monetising the audiences and running a "lean" news operation, Giancola said. It also has expanded into new formats, including podcasts, video and e-commerce.
"LA and California, like a lot of geographical areas in the country, are news deserts," said Giancola.
"We think we can come into LA with the same formula and cover California in a bespoke way."
Ken Doctor, the California-based CEO of Lookout Local, a community journalism organisation, said the New York Post could simply rebrand the tabloid for California and boost its readership and advertising. It could also fill a void for a niche set of readers in a state dominated by left-wing politicians but where 38% voted for President Donald Trump in the last election.
"There is a place for a culturally conservative publication, and one that is populist and fits the populist times," said Doctor.
Los Angeles Times owner Patrick Soon-Shiong has said he plans to bring in more conservative voices as he seeks "balance" to correct what he perceives as a left-leaning bias ahead of an initial public offering of the publication within the next year. The loss-making 143-year-old newspaper laid off more than 20% of its newsroom staff in January 2024.
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