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LOS ANGELES, California: Rupert Murdoch’s media empire is taking its tabloid formula west, with a new newspaper set to debut in California that blends brash headlines, celebrity gossip, and populist commentary, hallmarks of the New York Post.

The new outlet, called the California Post, will be headquartered in Los Angeles and is scheduled to launch in early 2026, said Sean Giancola, CEO and publisher of the New York Post Media Group. It will be the company’s largest U.S. daily newspaper launch in nearly 15 years.

“We already reach three million people in the L.A. (market) and over seven million in California, so there is a base of audience there that already engages in our brand,” Giancola said. He described the new paper’s editorial mission as “common-sense journalism,” paired with entertainment, celebrity, and sports coverage across platforms including print, mobile, audio, and social media.

The California Post will enter a market where legacy media is struggling. The Los Angeles Times, the state’s flagship paper, has been shedding subscribers and staff amid financial losses. The paper cut more than 20 percent of its newsroom in January 2024 and is preparing for an initial public offering. Owner Patrick Soon-Shiong has said he plans to bring in more conservative voices to provide what he calls “balance.”

A Los Angeles Times spokesperson did not immediately respond to requests for comment on the upcoming rival.

The idea for the California Post received backing from Murdoch himself, said a source familiar with the plans. “You don’t launch a newspaper without getting feedback from one of the best guys in the business,” the source added.

News Corp’s last major U.S. newspaper experiment was The Daily, a digital-only publication for Apple’s iPad launched in 2011. It folded after less than two years.

Some industry veterans say the timing for a new kind of outlet might be right. “Maybe there is room for a sort of pugilistic, more right-wing, kind of sensationalist sort of approach,” said Jonathan Weber, a longtime California news executive and former Reuters editor. Still, he noted the cultural contrast: “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.”

But Giancola pointed out that digital reach now far exceeds print: the Post’s media brands, Page Six, Decider, and NYPost.com, collectively drew 90 million unique monthly visitors in June. The group turned profitable in 2022, thanks to a lean newsroom and diversified revenue from podcasts, video, and e-commerce.

Ken Doctor, CEO of community journalism group Lookout Local, said the new paper could either localize its editorial approach or rebrand the New York Post for California audiences. Either way, it may appeal to a sizable conservative minority in a state long perceived as solidly liberal.

“There is a place for a culturally conservative publication,” Doctor said, “and one that is populist and fits the populist times.”