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NYT Execs: ‘We Learned A Lot From TimesSelect’; Social Media Stays Open

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“If charging people to view articles didn’t work a few years ago, why do they think it will work this time?” That’s what one reader wanted to know when Janet L. Robinson, president and CEO of the New York Times Co. (NYSE: NYT), agreed to answer moderated questions online with “assistance” from Martin Nisenholtz, SVP for digital operations. The carefully honed reply (posted in full below), doesn’t use any negative terms to describe the experience with TimesSelect, which brought in about $10 million in revenue by closing off opinion content.

“We learned a lot from our earlier version of a pay model, TimesSelect. We learned, for example, that people will pay for content online, particularly for a robust package of high quality Times content. We also learned that you have to carefully weigh the benefits of an advertising and a subscription model. And we learned that many NYTimes.com users believe what differentiates us is our journalism, the depth and breadth of our reporting and analysis.

SEE ALSO: Updated: It’s Official: New York Times Will Adopt Online Meter—But Not Until 2011

Also there have been many developments in the online space since we took down TimesSelect. The tools and technologies that enable frictionless commerce have improved dramatically and fallen in price. We believe our customers are ready for this new model. Services like iTunes have paved the way for users to pay for digital content. And based on our research we now believe that a significant number of our best customers are willing to pay for access to the entire Web site, if they are not getting it free as a benefit of subscribing to the newspaper.”

Some more details: The replies include a few nuggets about what the new service will and won’t do.—Print subscriptions will include access across online and mobile, but premiums like the crossword subscription likely will be separate.
—Home delivery subscriptions will continue to allow for multiple online household accounts.
—No web-Kindle bundles planned for now.
—The changes apply to international readers
—Social media access will remain open, similar to search. “If you are coming to NYTimes.com from another Web site and it brings you to our site to view an article, you will have access to that article and it will not count toward your allotment of free ones.”

Jan 21, 2010 5:20 PM ET

Janet Robinson, President and CEO, New York Times Co Photo: NY Times


Posted In: Media & Publishing, Newspapers, Online News, Companies, New York Times, janet robinson

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