The New York Times' anticipated initiative roll-out in the last quarter of 2013 through 2014 includes increased
focus on digital video, cheaper subscription model and international expansion,
AdWeek has reported.
Following the introduction of a newsroom
analytics team at The NY Times to better understand consumption of editorial
content, as reported by Journalism.co.uk, the newspaper is all geared
up on its growth strategies. The move next announced by The NY Times is to offer a
cheaper subscription and an ‘enhanced-tier’ package to users. The cheaper
option will offer users access to important interesting specific sections
customised to reader preferences, whereas an ‘enhanced-tier’ will allow users
complete access to content on the website and further add-ons such as event
tickets and family options.
According to figures released by the
Alliance for Audited Media, The NY Times has increased its daily circulation by
18%, thereby making it the second-largest newspaper in United States, after
News Corp’s Wall Street Journal retaining its numero uno position, AdAge
reported.
As recently, the flagship newspaper also
posted all online video outside its paywall, to allow free accessibility of
videos to visitors on the website, as a part of its strategic move to improve
multimedia branding of its news portal, according to another report by Journalism.co.uk.
Having won the Pulitzer for multimedia feature Snowfall, Denise Warren,
executive vice-president of digital products and services group at the New York
Times plans to redesign the video-library experience to make videos more
discoverable.
Currently, readers can access upto 10
articles per month, without the need to subscribe for any of the options
offered. Games, e-commerce and conferences are still under development, and are
most likely to be rolled out in 2014.
According
to AdWeek, these growth plans by The NY Times comes amidst disappointing financial
results with quarter income dropped by 93 percent year on year to $3.1million, owing
to decline in print and digital ad revenue.
