The New York Times sets April 2 for the launch of NYT Now
Newspaper sets the price of its new stand-alone subscription at $8 every four weeks
The New York Times announced today that its new digital subscription offerings will become available starting April 2. NYT Now and Times Premier will attempt to lure new readers, or upwell existing readers.
“Just under a year ago we outlined our strategy to expand our digital product portfolio to continue to grow digital revenues,” Mark Thompson, chief executive officer, The New York Times Company, said in the company’s announcement. “Next week, this strategy will come to life with the introduction of NYT Now and Times Premier, the first of the new offerings to be introduced in 2014. Our goal with this next phase of our paid products strategy is to satisfy the demand for Times journalism by giving new subscribers the ability to choose the amount of access they desire at a price point that suits them, and to enhance the value we offer our current loyal subscribers.”
NYT Now App for iPhone and iPod touch is the NYT’s first stand-alone news product launched beyond the core news app. Edited by two-time Pulitzer Prize-winner Cliff Levy, the NYT Now App will have its own staff of more than 10 editors.
“The launch of NYT Now marks a significant point in Times history as it is the first mobile product with its own dedicated editorial staff that offers a particular selection of Times stories,” Jill Abramson, executive editor, The New York Times, said. “NYT Now cuts through the vast amount of content available on the web and social media to provide the most essential stories of the moment, hand-selected by some of the most thoughtful and discerning journalists in our newsroom.”
NYT Now will cost new readers $8 every four weeks. Existing print and digital subscribers will be able to access the app free of charge, and non-subscribers will be able to access up to 10 free articles each month.
The new app will feature the NYT’s new native advertising features, Paid Posts. Paid Post ad units and branded content will begin appearing on NYT Now at launch on April 2, and on the NYT’s iPhone news app and mobile web site in the coming months.
The New York Times also announced a new premium subscription service, Times Premier. For $45, the NYT describes the new subscription level as for “The Times enthusiast.” To make it worth the price, the NYT will include new features such as Times Insider, a new feature that provides a behind-the-scenes look at the paper’s newsroom.
The NYT’s announcement did not include screenshots of the new NYT Now app, or any word on when an Android version will be available, though one assumes that will be coming in the months ahead.