The New York Times utilized an old school method — a full page ad in its Sunday print edition — to promote the launch of its latest digital initiatives, NYT Now and Times Premier.
NYT Now is an app for iPhone and iPod touch users, that will feature news from the New York Times tailored for mobile users by Cliff Levy, a two-time Pulitzer Prize winner, and a staff of 10 editors. Times Premier provides its subscribers with unlimited access to all of the Times’ digital platforms and apps, including NYT Now.
Like most newspapers, the Times is attempting to evolve and shift advertising online as readers increasingly look to digital and mobile devices for their news.
Premier will cost $45 every four weeks, though it can accessed by home delivery subscribers for $10 every four weeks. NYT Now is offered to digital and home delivery subscribers as a supplemental benefit, or can be purchased for $8 every four weeks.
Among the features of offered on NYT Now will be a “Morning Briefing” and an “Evening Briefing,” daily tip sheets that provide a look at world, national, business, culture and other news. A separate “Our Picks” section will the best stories from around the web, as chosen by NYT Now editors.
Advertising on NYT Now will consist exclusively of ad units within the news stream that users can click through for full access to Paid Post content.
“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 in announcing the services last month.