November 17, 2016 Last Updated 1:21 pm

NYT says it added 41K in new subscriptions since Election Day

Other liberal publications, such as The Nation, have also seen an uptick in subscriptions since the election of Donald Trump – the question is whether these new readers will stick, even through ‘the good times’

The election of a new president from the party that had previously been out of the White House usually brings a new subscribers for publications seen as being in the opposition. The Nation, for instance, said it nearly doubled its circulation when George W. Bush was election president and began his march to war against Iraq. Conversely, being in power can be a drag on circulation.

thenation-front-12-16The election of Donald Trump has meant new business for a number of publications, including – as you can see below – The New York Times.

While The Nation’s editor and publisher Katrina vanden Heuvel bragged up a rather modest uptick in paid subscriptions, Mark Thompson, the CEO of The New York Times Company, was able to announce a gain of 41,000 paid subscriptions following the election.

Honestly, color me a bit skeptical, because as a publisher I want to see that earnings statement come early February of next year. But the numbers you see below may prove to be real, and hopefully for the NYT, retainable.

Unfortunately, the AAM’s audit archive only goes back to 2006, but it would be interesting to see if the paper got a bump back in 2001, as well. Of course, a lot happened that year, so maybe that would be a bad year to look at.

Here is the NYT’s announcement:


NEW YORK, NY – November 17, 2016The New York Times announced today that in the seven-day period since Election Day, it had a net increase of 41,000 paid subscriptions to its news products, both print and digital, the largest one-week subscription increase since the first week of the digital pay model in 2011. This represents a dramatic rate of growth in new subscriptions when compared to both the week prior to the Election and the same period one year ago. Through November 15, The Times has added over 100,000 net new digital subscriptions so far this quarter.

Readers came to The New York Times in record numbers for coverage of the 2016 election results, setting new traffic records on November 8, 9 and 10th. Over the course of those days, readers spent five times longer than usual, roughly 12.8 million hours with The Times’s coverage, and this deep level of engagement translated into new subscriptions.

Mark Thompson, the president and CEO of The New York Times Company, said, “We’re delighted to see this unprecedented acceleration in the growth of subscriptions to The New York Times. We see this surge as further evidence of our ability to attract large numbers of new paying customers and build a subscription business of great scale.”

Thompson added, “Our newsroom did exceptional work throughout the campaign and they have continued to provide our readers with penetrating and comprehensive coverage of the incoming administration. The result has been record-breaking audiences and tens of thousands of new subscribers – clear evidence of how much public demand there is for high quality, deeply reported, independent journalism. We will continue to deliver that journalism, without fear or favor, to our readers in America and around the world.”

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