A Look at The NY Times’ Rapid Expansion Initiatives

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, AdAgereported.

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.

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