July 2, 2019

CHANGE: Center for American Progress Puts ThinkProgress Up for Sale.

Launched 14 years ago during the height of the Bush administration, ThinkProgress made a name for itself over time as an unapologetically progressive source of news and a launching pad for several major progressive luminaries. But the site, which is editorially independent from CAP, has struggled in recent years as advertising revenues have dried up and traffic has dipped. According to internal documents previously reviewed by The Daily Beast, the site was facing a $3 million gulf between revenues and expenses in 2019, with $350,000 of it made up by a shortfall in ad revenue and nearly $180,000 of it coming from a drop in expected online contributions.

ThinkProgress has never been profitable. In the past, it has made up its shortfalls with contributions from CAP and CAP donors. Several ThinkProgress alums told The Daily Beast that they believed that CAP could continue covering the deficit but had concluded that the site was too much of an editorial headache and too big a financial drain for them to rationalize doing so.

Having the opposition party in power is usually good for partisan websites and news networks, but ThinkProgress could never seem to capitalize. I blame the site’s nasty tone.

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