NYTimes.com: Online Ads Aren't Enough

  |  May 16, 2005   |  Comments

The Gray Lady's online arm moves to diversify its revenue streams.

NYTimes.com, long a pioneer in online advertising, will move op-ed and news columnists, along with other premium content, behind a subscription wall in September. The move indicates that, despite the boom in online advertising, the company sees a need to diversify its revenue streams.

The new offering, called TimesSelect, will launch in September and be available for a $49.95 annual fee. New York Times home delivery subscribers automatically receive free access. Besides the op-ed and column content, subscribers will get admission to the online archives; exclusive access to multimedia features, including podcasts; and early peeks at articles in Real Estate, the New York Times Magazine, Travel and Sunday Arts.

"TimesSelect combines the insights and ideas of distinctive voices from the Times and [the International Herald Tribune] with seamless access to our archives in an unprecedented way and at a terrific price point," said Martin Nisenholtz, senior vice president of digital operations, in a statement. "At the same time, by keeping the majority of the site free, we will continue to scale the business through strong advertising growth."

Since NYTimes.com launched in the mid-90s, the site has always been free to U.S. users who registered. Though it's concentrated most extensively on generating advertising revenues -- recently acquiring About.com in an effort to increase inventory -- the company has long toyed with the prospect of charging a subscription fee. With the new configuration, NYTimes.com hopes to maintain the reach of a free site while also raking in subscription revenues. It will also have the opportunity to sell higher-CPM advertising to those eager to reach TimesSelect subscribers, who will presumably be a fairly well-to-do group.

ABOUT THE AUTHOR

Pamela Parker

Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

Jobs

  • Editor
    Editor (Search Engine Watch) - New YorkRole Overview Search Engine Watch (SEW) provides tactical advice and information for businesses and site...