New York Times launches new app to increase revenue, appeal to new, current subscribers

By Western iMedia



The New York Times has introduced new products to their existing paid product strategy.

David Perpich, general manager/new digital products for The New York Times, presented at the 2014 INMA World Congress in San Francisco, highlighting the introduction of the new app, NYT Now

NYT Now will contribute to the company’s current revenue model, increasing subscribers and providing more “enhanced access” for existing loyal customers, according to Perpich.

“We are creating new product price points,” he said.

The app will appeal to a younger target market while allowing current customers to upgrade to the core package, establishing more digital subscribers, according to Perpich. Customers who had regular access can now upgrade for free to new, improved access.

“There are people who really, really love the Times, and we can offer them even better benefits,” he said.

The app allows subscribers access to current New York Times articles, Times Books, Times Insider, and behind-the-scene stories of The New York Times newsroom, letting people “under the veil,” according to Perpich. “It’s a curated selection of the best stories of the Times.”

Being one of the earliest in digital media, New York Times online launched in 1996, spearheading the transformation from print to digital. 

“We realised there are unmet needs for users out there” Perpich said, explaining the reason behind the development of the NYT Now application.

Noticing that people mostly access NYT in the morning, the media company improved the app to make it more personal, Perpich said. It tells subscribers what is going on in the world and is adapted to time zones.

“We wanted it to be all the news you need while you’re on the go,” Perpich said.

While creating a stronger presence in the digital world, The New York Times realises the importance of providing quality print publications, Perpich said.

“One of the things about print is that there is a loyal reader base and we don’t want to drive these people away from the print,” Perpich said. Print subscribers, on average, “pay us more than anybody else.”

The New York Times has adopted a new way of working in the newsroom, emphasising the value behind a “team culture,” increasing the spread of ideas amongst reports, editors, and journalists, according to Perpich.

“We just launched these products and we have more coming,” Perpich said. “Launching is really just the start.”

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