[Video Q&A] How The New York Times’ Newsletters & App Drive Subscription Revenue
Engaging readers on the channels they use most is critical to audience development, and increasingly readers are spending more time in their inbox and on their mobile devices. That is one of the reasons The New York Times has significantly ratcheted up its newsletters, targeting 50 different verticals, and redesigned its mobile app. The goal, said Bryan Davis, senior manager of audience development at The New York Times, is to move readers from these free newsletter subscriptions and app downloads towards a paid subscription. So far, the strategy seems to be working. In May, The Times reported that newsletter subscribers are twice as likely to convert to a paid subscription.
Publishing Executive spoke with Davis about the newspaper’s audience development strategy at the FUSE Media Summit in September. Watch the full video interview below.