At The New York Times, the mission is to gain as many digital subscriptions as possible, and now this new offer adds dimension to the newspaper’s ambitions.
This full page ad in The New York Times caught my eye: Anyone who subscribes to the Times on Kindle E-Readers and Fire Tablets, now gets unlimited access to newyorktimes.com.
Here is how the Times promotes its new subscription package:
“Whether you enjoy the enhanced readability of a Kindle e-reader or the fully integrated multimedia experience of Fire Tablet, you can take your level of enjoyment even further with a subscription to The New York Times. Plus, all Times susbscribers on Amazon devices receive unlimited access to NYTimes.com. So you will never be without the latest in news, opinion and commentary wherever you go.”
Here the marketing of the Times takes into account themes we have mentioned here, such as the journalism of everywhereness, with readers opting to read news when they want, where they want and, in most cases, on mobile devices. It is the here and now that newsrooms everywhere are beginning to adapt as their mission, and the marketing departments join in that mission.
It is initiatives like the one above that have propelled the Times to report robust digital growth in one of its strongest quarters in recent years. On Thursday, the Times reported that it has added 93,000 net digital-only subscriptions for its news products, driving revenue in that category to $83 million, a 46 percent increase over the same period a year ago.
Including subscriptions for its crossword product, The Times has more than 2.3 million digital-only subscriptions.