So that’s why we’re really leaning into newsletters with this roster.” Anchored by Opinion writers, but showcasing the Times’ breadth “When we look at our addressable market of subscribers, it’s an audience of curious people who are lifelong learners and getting a real connection to the experts that we have at The New York Times is one of the reasons why they’re motivated to pay. “The subscriber-only newsletters offer exclusive journalism from experts who go deep on the topics that our subscribers are most passionate about, and do it within the convenience of the inbox,” Hardiman said. The subscriber-only newsletters, Hardiman said, will fill a third - and distinct - user need. On the last day of July, those included an anti-Keurig screed from Wirecutter, a noteworthy obituary, a Modern Love column, and recommendations on what to eat (a freestyle chicken parm recipe via Cooking), play (today’s Spelling Bee), and watch (via a Times review of a recent documentary).Īfter briefing-style emails, the second category of newsletters are ones that, essentially, function as personalized alerts to help readers follow their favorite writer or stay on top of issues they already care about. The newsy bits are followed by links to a smattering of other Times work. The weekday newsletter starts with an agenda-setting essay from Leonhardt followed by a bulleted list of other noteworthy stories. The Morning, in other words, is designed to promote discovery, as you can see if you take a peek at any recent edition. “We feel that is one of the best relationship-building tools that we have, so it very much plays a deliberate role in being open and accessible to all.”
October 10, 2019“The Morning is helping people every day in their inbox to establish a relationship with the Times, get caught up on the latest news, and experience the breadth of value that we offer across the Times,” Hardiman said.
That newsletter will stay free, in part because it’s so effective at pointing readers to news articles (which are, of course, subject to the Times’ metered paywall) as well as podcasts, puzzles, and recipes owned by the Times. How did the Times choose which to, effectively, paywall? Hardiman outlined three broad categories of emails - briefings, personalized alerts, and (now) subscriber-only newsletters - and said that each type plays a different role in their subscriber strategy.īriefings like The Morning from David Leonhardt “are really effective at building relationships and daily habit for all readers - paying or not,” Hardiman noted. The Times says at least 19 newsletters of the Times’ roughly 50 newsletters will be available only to subscribers.
#New york times newsletters free#
(One of the subscriber-only emails being highlighted, by Paul Krugman, began as a free Substack before being brought into the Times fold and Substack has repeatedly tried to poach top Times writers and columnists with advances “well above” their Times salaries.) The three kinds of newsletters at the Times Managers asked news and opinion staffers to get approval for any newsletter (paid or free) in a memo that called platforms like Substack and Twitter’s Revue “direct competitors” earlier this year. There have been signs of a new focus on newsletters at the Times for a while now. A new slate of newsletters, also announced Wednesday, will launch as subscriber exclusives they include new newsletters from linguist John McWhorter, sociologist and essayist Tressie McMillan Cottom, Anglican priest Tish Harrison Warren, longtime economics writer Peter Coy, and New York Times Magazine critic Jay Caspian Kang.Īpril 30, 2020Notably, the subscriber-only list does not include the Breaking News email or the business-focused DealBook or the uber popular daily newsletter, The Morning, which has a whopping 17 million subscribers. The existing newsletters going subscriber-only include Well, Watching, Parenting, Smarter Living, At Home and Away, On Politics, On Tech With Shira Ovide, On Soccer with Rory Smith, and those from columnists Jamelle Bouie, Paul Krugman, and Frank Bruni. “When we look at the intersection between our subscription model and newsletters, newsletters are already really important,” she said. “We see that almost half of subscribers open a newsletter in a given week, and people who do receive newsletters are far more likely to pay and to stay.” Which newsletters will be exclusive to subscribers? Alex Hardiman, chief product officer at the Times, described introducing subscriber-only newsletters as “both a retention play and a conversion play.” August 4, 2021The news org recently passed the 8 million subscription mark and, as executives have emphasized each and every quarter, the number paying for The New York Times is still a fraction of the 100 million people who have registered with their email at.
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