Nieman Foundation at Harvard
4 takeaways from The New York Times’ new digital strategy memo
ABOUT                    SUBSCRIBE
June 17, 2014, 11:56 a.m.
Business Models
LINK:  ➚   |   Posted by: Joshua Benton   |   June 17, 2014

One theme for paywalls in 2014 is added complexity — complexity in the service of hitting a wider array of price points. The New York Times is the leading example; Sam Kirkland had a piece Friday exploring the various fares available. Eventually, the number of paying customers for an all-access model will plateau; smaller products, featuring sectioned-off portions of Times content, make sense as a Phase 2.

nytimes-cookingWith NYT Now launched at $2 a week, NYT Opinion at $1.50, and Times Premier at $2.50 over whatever else you’re paying, the final expected new Times paid product is its Cooking app, which has debuted in beta, but without a public pricing model. It’s a lovely recipe site, but there are lots of recipe sites, at least some of them lovely, and it’s been unclear (to me, at least) what a premium strategy might look like.

Digiday’s Lucia Moses has some clues:

A survey sent to subscribers hints at how that might change once the full site launches. Access to the recipe archive and features like the recipe box would continue to be free, according to the survey.

Subscribers, meanwhile, would get “premium healthy cooking” features: nutritional information for all recipes, healthy meal plans picked by Times editors, interactive grocery lists, and the ability to sort recipes saved to the recipe box based on healthy ingredients.

That’s a pretty clear upsell — and that’s before you get to the Mark-Bittman-will-be-my-friend-for-a-few-dollars-a-month angle.

Show tags Show comments / Leave a comment
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
4 takeaways from The New York Times’ new digital strategy memo
With a renewed focus on subscriptions, the Times believes it can double its digital revenue to $800 million in 2020.
Get AMP’d: Here’s what publishers need to know about Google’s new plan to speed up your website
The speed gains are very real. But do publishers want to trade in the open space of what we’ve known as the web for yet another platform they have little control over?
The Longest Shortest Time brings listeners’ voices into its podcast with a dedicated app
The app is built on WNYC tech that allows listeners to upload audio directly.
What to read next
What happened after 7 news sites got rid of reader comments
Recode, Reuters, Popular Science, The Week, Mic, The Verge, and USA Today’s FTW have all shut off reader comments in the past year. Here’s how they’re all using social media to encourage reader discussion.
699Facebook woos journalists with Signal, a dashboard to gather news across Facebook and Instagram
Signal helps journalists find, source, and embed content from Facebook and Instagram.
567Facebook rolls out new tools to help reporters share their work (and choose who sees it)
Facebook is making an app that was previously only for celebrities and other public figures available to journalists with verified profiles.
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Fuego is our heat-seeking Twitter bot, tracking the links the future-of-journalism crowd is talking about most on Twitter.
Here are a few of the top links Fuego’s currently watching.   Get the full Fuego ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
National Review
West Seattle Blog
The Awl
Chicago Tribune
Wisconsin Center for Investigative Journalism
The Batavian