Nieman Foundation at Harvard
The News Lens in Taiwan is doing what media startups in the region hesitate to do — acquiring other sites
ABOUT                    SUBSCRIBE
April 17, 2014, 12:58 p.m.
Mobile & Apps
LINK:  ➚   |   Posted by: Justin Ellis   |   April 17, 2014

The New York Times is betting there is an overlap between Starbucks customers and Times readers. The paper is partnering with Starbucks to help boost the fortunes of the newly launched NYT Now app.

Anyone who is a member of the My Starbucks Rewards program is eligible to get 12 weeks of free access to the app. The promotion makes a lot of sense given the fact that NYT Now is the Times attempt at targeting mobile-centric users. My Starbucks Rewards encourages coffee lovers to pay for their drinks and gain rewards through using an app on their phone.

The overall goal of the collaboration seems to be to push more people to give NYT Now a try, whether they’re existing Times susbcribers or new readers. From Mobile Marketer:

Starbucks is promoting the partnership through an email blast that was sent to all My Starbucks Rewards members.

When consumers click through on the email, they are prompted to either sign-in to their New York Times account or create an account. After logging in, consumers type in a 20-digit unique code that is in the email to begin their free trial of NYT Now.

This is not the first time the Times has thought coffee and news would make for a good combination. In February 2013 the Times and Starbucks started offering readers free stories to people using Starbucks wifi network.

Show tags Show comments / Leave a comment
Join the 45,000 who get the freshest future-of-journalism news in our daily email.
The News Lens in Taiwan is doing what media startups in the region hesitate to do — acquiring other sites
Within the first three months of this year, the four-year-old news company brought a tech site and a top site for sports fans under its umbrella in order to grow its overall reach: “By the end of this year, I want to have 5 or 6 different sub-brands,” News Lens co-founder Joey Chung said.
Could students’ media literacy be compared across countries, like math scores?
Plus: YouTube’s sad reliance on Wikipedia, a problem with Pinterest, and how countries around the world are fighting misinformation.
The Join the Beat project wants to tease out better ways of working with an audience directly and regularly on stories
“We want to find people who recognize the potential of the audience, and are looking to capitalize on this potential and pull together a learning group to try some things and see what emerges.”