NYTCo’s Robinson: Paywall Enters Development Phase, Pricing Coming Soon
The NYTimes.com metered paywall is currently entering its second phase, said New York Times Co. (NYSE: NYT) CEO Janet Robinson as she began the earnings call. “We have transitioned from the requirements phase into active development mode, building the systems and infrastructure to support the commerce, customer service and production requirements of our cross-platform strategy,” she said. Pricing will be announced as the company gets closer to the launch, which is expected early next year.
Robinson went over other highlights and low-lights from the quarter, including the continued declines in classifieds. On the digital side, the NYTimes.com will incorporate the stats blog FiveThirtyEight.com and its own Dealbook blog will be expanded as well.
SEE ALSO: NYTCo Beats Estimates, Digital Revs Rise 21 Percent
—On the app side, Robinson said there have been 4.5 million downloads for its iPhone app over past two years. She added, “In June alone, we had approximately 106 million pageviews from our mobile sites and apps.” A full paid app is also coming to iPad in addition to the free, ad-supported Editor’s Choice app, in conjunction with the metered paywall next year. The Scoop NYC lifestyle and city guide app, which launched a little over a month ago, has been downloaded 100,000 times.
—Looking ahead, digital revenue is expected to be in the mid- to high-teens in Q3, while print is also expected to improve over Q2’s 6 percent declines.
—JP Morgan analyst Alexia Quadrani noted that Yahoo (NSDQ: YHOO) mentioned that display had fallen in the back half of June—was the NYTCo seeing the same thing? Martin Nisenholtz, SVP for digital operations, said that that wasn’t the case here. Denise Warren, SVP and chief advertising officer for the NYT Media Group and GM for the NYTimes.com, added, “Our current view of the market in Q3, taking into account the limited visibility that characterizes the ad market right now, shows that the vast majority of our largest categories are showing stable or improved growth trends over Q2. There’s only a handful of categories that we see as being more difficult. Those are primarily due to non-repeating comps in those categories.”
—One analyst took on the topic of the WSJ’s Greater NYC section, which debuted in April. Around the time of the launch, the was a lot of back and forth of the WSJ’s putative ad price discounts putting pressure on the NYT to do the same. So, the question was put to Robinson, “Did the WSJ’s discounted ads represent challenge to the NYT and did the paper lose out on any ad revenue or subscription dollars as a result? “They are pursuing their strategy of discounting ads, but we are seeing no impact on ad schedules, prices or on circulation,” Robinson said. After another question about the WSJ’s New York section, “We had no expectations about what they were doing. We simply continue to have high expectations for what we do.”
—The NYT is also looking to expand its local footprint beyond San Francisco and Chicago.
Posted In: Advertising, Media & Publishing, Newspapers, Money, Earnings, Companies, New York Times, janet robinson

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