7/22/2023 0 Comments Nyt david leonhardt newsletterOnce a reader has created their free account, they are encouraged to sign up for newsletters and download the NYT mobile application. So, when a user moved on to their second free article, they’d be required to login or register,” Cotton said. “This process was aimed at developing relationships with users over a longer period of time. So, instead of being hit with the subscription pop-up right away, this model required users to merely create a free account using their email ID, without involving payment. “But for long term success, we decided to create a new model.” We lowered the meter for these users from the original 20 free articles per month to 10 and then to five,” said Cotton. “We have been marketing to them very heavily trying to get them to subscribe. The big bet that the NYT made was on designing a deliberate user journey that created deeper and more engaging relationships with users to propel subscription growth.Įver since its paywall launch in 2011, the company has focused on anonymous users, who visit the website for the first time from Google, Facebook or directly, but do not have an NYT account. While earlier, the product, marketing, engineering and editorial teams worked in silos, the brand now functions with cross-disciplinary teams enabling faster and more collaborative decision making.īen Cotton, Vice President, Product, The New York Times, joined WAN-IFRA during our recent Indian Media Leaders eSummit to talk about how in mid-2018, the company decided on cross-functional missions to unlock future growth, tied to five core areas – subscription growth, engagement, new products and ventures, brand and digital advertising. The NYT overhauled the way it runs its digital operations, which was the key driver in enabling accelerated digital subscription growth. The company got off to a strong start in 2019 and has maintained its momentum in 2020 with the addition of more than a million subscribers so far this year, with the first two quarters being the strongest in the brand’s history. Since then, the brand has managed to steadily accelerate its digital subscription journey and hit 3-4 million subscribers and $700-800 million of digital revenue by 2019, a year ahead of the goal. However, the company has been highly successful with its digital subscriptions, and in 2015, NYT had set a target to double its then $400 million digital revenue by 2020, using a combination of digital subscriptions and digital advertising, which would require them to reach 3-4 million subscribers.īy 2016-2017, the company witnessed a rapid acceleration in subscriptions in the aftermath of Donald Trump’s election.
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