It’s a running joke in the Beltway that defense contractors put up billboards advertising, say F-35s, at the Pentagon City metro station. Your everyday commuter, even in Washington, isn’t picking up fighter jets off the shelf at Costco on Sundays. But a chunk of the people who work on defense contracts will pass through the Pentagon’s metro stop, and Lockheed Martin knows this.
In theory, the same logic fuels D.C.’s media business. In the last two decades, the capital city has become dominated by a constellation of powerful media outlets that deliver niche, social-media-based coverage of the federal government. Think Politico, Semafor, Punchbowl News, and Axios (the latter two evolved directly from the Politico model).
These publications produce insider email newsletters that cover the daily pulse of Capitol Hill, energy policy, foreign affairs, and the White House, and are written specifically for staffers, journalists, and lobbyists. Playbook famously includes a birthday list every morning; that’s how small the audience is relative to other national publications. Web 2.0 made this business model possible, and it’s only grown as mass media flails.