New York Times Paywall Case

Case Analysis

New York Times Paywall

Problems

Less and less people are holding a newspaper, and the young generation would like to get news on social media rather than subscribe for newspapers. The subscriptions and revenues have steadily declined over the years on Times. The revenues of Times fell 11% in 2013, and also there is a minimal subscription increase from a huge potential market. In view of these situations above, how to increase subscriptions on the Times website, and how to set up a Paywall for their long-term goal to become a great presence on New York Times.

Recommendation

Based on the problems, The Times has several ways to improve its performance in the digital age. Firstly, Times should find appropriate ways to increase brand awareness. Times can set up a “review section” on the website, it’s convenient for readers to share their opinions online. And also, Times can built info-graphics on their website for attract more new readers, especially from the young generations. Then, Times can cooperate with some social media platforms and created local partnerships to increase brand awareness. Secondly, for the long-term goal of a Paywall, I suggest using a new payment measure, which is called “pay what you like” to set up the Paywall. Based on this payment, there have different types.  First, content that users have to pay for and content that’s free. Secondly, the reader can pay for their favorite sections and have no limit to their articles. Third, the reader can pay for read time.

Rationale

According to the case, operating profit of the Times in 2011 was 76% less than the previous year. Although, TimesSelect grew to 227,000 paid subscribers, it’s a minimal increase rate among the larger potential market. The Times still needs to do more work to increase brand awareness that attracts more users on digital market. The “Review section” can provide a useful measure for readers to share their opinions, comments, and favorite articles or news. This participation is a good experience for a reader who uses online devices rather than printed newspaper. Info-graphics bring a colorful way to display interesting content, and they are suitable for young generation. This content can get shared far and wide, and attract more new readers to join the Times website. In addition, the Times can cooperate with local partnerships and social media platforms. Partnering with local business could enhance brand awareness locally, for example sponsoring local sports teams and donating to charity events to get Times images plastered around festivals and events that let more people know more about the Times. Based on these ways, the Times can increase its brand awareness and attract more people to focus on their online service instead of print newspaper. However, the Times tried two experiments to set up a Paywall, but it didn’t work for the Times.  As I mention in the recommendation, we can set up a new measure “Pay you like” instead of existing ways. There are three types of this payment. First, the content could be divided into free and charge. And for the charges of content, users could read the first paragraph, then decide whether to purchase or not. Second, reader can pay for section; they can choose their favorite section with no limited articles for reading.  And the Times could provide discount for reader when they purchase more than two sections. This way can help them to save money on what they are interested in. Third, readers could pay for minutes, and minutes can be saved on account. During the time, readers can choose different section and articles that they want. Thus, this new payment measure can help reader save money on unwanted materials, and also attract more readers who were unwilling to pay the high Paywall price. What’s more attracting more readers can bring revenue for Times’ digital market.