The “New York Post” Expands to California

Source: NY Post

Did we ever see this coming? A New York institution expanding to Los Angeles?!? What say what?!?

The “New York Post” recently announced that beginning next year it will now have a California edition reporting on the news, entertainment, sports, politics and culture coming out of the state’s two biggest regions … Los Angeles and San Francisco.

There is certainly a lot going on in the state of California right now including a run for the head of state and an upcoming Olympics, plus wildfires, an entire industry in transformation, celebrities and on and on and on!

Who knew that this could ever happen!?! The “New York Post” is a New York staple, an influential part of New York, a cultural part of the fabric for many, etc. I mean “Page Six!” Now it’s not everyone’s cup of tea, including not necessarily my own but it is a very strong NY brand that is for sure.

Page Six LA, anyone?

And here we all thought print was dead? Well I’ve never said that, but many have. And here’s proof because the “California Post” will continue to have a print edition like its originator continues to do, as well as an online edition and social media.

Once you dig in, it makes sense. The brand does have, shall I say, a unique spin on the news and how it chooses to frame things which many love to absorb … so it’s only natural that the brand would go from one cultural and political beacon to another.

Let’s call it brand expansion. From that perspective, it’s very smart. Particularly at a time when the media is in a big shakeup. I suppose the brand is taking advantage of that opportunity as well.

What’s your take? What’s your experience? JIM