October 17, 2014 Last Updated 12:00 pm

Washington Post to launch a 24-page national tabloid edition to be inserted into weekend papers

The Washington Post today said that it would premiere a new 24-page national edition to be inserted into The Dallas Morning News and other newspapers. The tabloid insert will feature local advertising combined with a selection of editorial from the Post on politics and national and international news.

The notice appeared on the Post’s website and did not list the newspapers participating in the program.

This is hardly the first time the paper, now owned by Amazon CEO Jeff Bezos, has attempted to launch a national edition. The Post launched a national weekly edition years ago, but shuttered the paper in August 2009.

But while the editorial model was similar, its business model was completely different, with its own subscriber base which at one time reached close to 150,00, but when shuttered only reached 20K.

This insert strategy makes good sense as newspapers are cutting back both on their own Sunday editorial inserts, as well as third party magazines. (The Sunday magazine, Parade, was recently sold off to Athlon Media Group.)

In March of this year, the Post said they were launching a digital version of the insert, offering a suite of digital products free to subscribers of local newspapers including The Dallas Morning News, Honolulu Star-Advertiser, The Toledo Blade, Minneapolis Star Tribune, Pittsburgh Post-Gazette and the Milwaukee Journal Sentinel. This new print edition appears to be an extension, or modification of this idea.

“Everything that we can do to increase the value of a subscription — whether it’s digital or print — for our customers, the harder it is for them to give it up,” Jim Moroney, publisher and chief executive of the Morning News, said.

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