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The New York Times put up its paywall in 2011. By 2017, subscription revenue topped $1 billion, with the company adding 157,000 new subscribers across digital and print in the fourth quarter. Over 2.6 million people now subscribe to the digital version of the New York Times. In this episode of pricing page teardown, Price Intelligently CEO Patrick Campbell and General Manager Peter Zotto look at what has been driving that growth, and where the New York Times are truly “failing.”

  • PC

    Patrick Campbell

    8 months ago #

    Hey everyone - author of the research here. Happy to answer any pricing questions today. :)

    Would also be curious to know how the GH community breaks down - do you subscribe to any news outlets online or in print?

    • AA

      Anuj Adhiya

      8 months ago #

      I don't pay.
      Over the course of the last year or two, Twitter has become my primary source of news (via the timeline and trends, which I switch between Global and US-focused).

      I agree with the analysis however that dynamic pricing would work better for them.
      I've seen the NYT paywall for years and that hasn't done anything to convert me. The one thing I've noticed is that they haven't even gotten me to create an account (in which you can actually set preferences and ask for emails based on topic).

      I wonder if they ever tested something like "Create an account and set your preferences to get 5 extra articles/month for free" vs the current paywall. This would be an easy(ier) commitment to get something of value. For the people that took them up on this offer, clearly, it would then provide a lot of baseline data on what readers want and allow for targeted offers.

    • PH

      Patrick Hodgdon

      8 months ago #

      One of those millennials that doesn't pay for news here. Get most of mine from news focused newsletters like Inside.com.

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