‘We Are Making History’: Meet Jordan Baker, New Editor of Australia’s Oldest Paper, the Sydney Morning Herald

Why It Matters

The Herald’s ability to sustain a profitable print operation challenges the narrative of inevitable print decline, while Baker’s editorial focus reinforces the outlet’s influence on Sydney’s civic discourse.

Key Takeaways

• SMH marks 195 years, plans 200‑year celebration in 2031
• Print still generates ~$129 million US revenue, 7% YoY decline
• Editor Jordan Baker vows robust print, deeper local investigative focus
• Cross‑platform audience reaches 7.6 million; weekday print readership 1.1 million
• Traveller brand adds 1.75 million readers across SMH and The Age

Pulse Analysis

The Sydney Morning Herald celebrated 195 years on April 18, making it one of the world’s oldest continuously published metropolitan dailies. Founded in 1831 with a modest 750‑copy run, the paper now sits alongside historic titles such as The Guardian and The New York Times. The milestone underscores the masthead’s ability to adapt through colonial beginnings, federation, and the digital revolution. While a grand party is slated for the 200‑year mark in 2031, the current commemoration serves as a reminder that legacy brands can still command relevance in a fragmented media market.

Contrary to industry forecasts that print would vanish, the SMH’s print edition remains financially significant. Nine Entertainment’s publishing division posted roughly $525 million AUD (≈$347 million USD) in revenue last fiscal year, with print contributing about $196 million AUD (≈$129 million USD) – a modest 7 % year‑on‑year dip. The paper reaches 7.6 million cross‑platform readers, and Roy Morgan data shows 1.12 million Australians saw the weekday print edition in the past month. These figures demonstrate that a robust print readership can still underpin advertising and subscription income, especially in a market where digital metrics dominate.

New editor Jordan Baker, a 21‑year SMH veteran, is steering the outlet toward deeper local reporting while preserving its balanced, nuanced voice. Her agenda emphasizes investigative campaigns on issues like PFAS contamination and rapid urban development, reinforcing the paper’s role as a civic watchdog. Baker also champions multi‑format storytelling—newsletters, podcasts, and video—to funnel digital audiences back to the print product. By keeping the editorial focus on depth and leveraging complementary platforms, the Herald aims to sustain its historic brand while navigating the economic pressures that confront legacy newspapers worldwide.