With the strategy that allowed them to reach 10 million subscribers by 2015, the iconic newspaper The New York Times focuses on a concept journalism that brings many solutions, all under the premise that today’s audience is speaks loud and clear, thus must be heard.
The new products that accompany this strategy are meant to satisfy the concerns of the audience, especially the younger public, which are mostly users who rely on their mobile phone for all of their information sources, entertainment and social interaction needs.
That’s why the NYT has been strengthening its weekly and daily production of stories through videos and podcasts, through which they offer useful tips and interesting extra data to their users, all of which is determined after an extensive monitoring of their audiences, exposing what people are looking for the most.
Michael Greenspon, global manager of licenses and innovations of The New York Times, was one of the spokespeople of the fifth SIP-Connect Technology Conference in 2019. He had to describe the successful experiences of the NYT on this digital era and under this context he explained how they’ve managed to increase the overall revenue and influence among readers.
In essence, he said that the purpose of their strategy was “to take over a journalism that was worthwhile”, and to achieve such results, one can’t spare any efforts or creative ideas, such as producing podcasts with children at schools commenting on their personal concerns for the future or reports that provide solutions to different social problems.
Another of its most popular products has been advice to parents around 30 to 40 years old regarding the best ways to assume their responsibilities in life and modern society.
In the United States, there are several television networks that have dabbled in a journalism of this style, especially when natural disasters occur in some states or other countries to help people find shelter and assist in the search for relocated relatives during emergency or critical situations.
The NYT has filled its big-data positions with 100 professionals, not necessarily journalists, who analyze all the behaviors and preferences of their readers and consumers, then based on the findings, appropriate content is produced.
– Translated from Spanish by Randy Rodriguez.
Director's Thoughts 