![]() Times execs insisted NYT Parenting would be different from anything that's out there for parents. Packaged goods advertisers who are used to paying low ad rates to reach big swaths of people might not be prepared to pay the premium rates the Times traditionally asks for, said Wexler. Parenting is also a very competitive digital space and not a historic strength of the Times, though, he said. The Times has done a great job with vertical content like cooking and crosswords that have led to digital payment, and parenting is a smart way to strengthen its reach with young readers, said Jim Friedlich, executive director and CEO of The Lenfest Institute for Journalism. "They'll be up against a Bab圜enter and also highly trusted mommy bloggers," Chris Wexler, SVP of media and analytics at Cramer-Krasselt, told Business Insider. ![]() Then there are stalwarts Johnson & Johnson's Bab圜enter (12 million uniques) and Meredith's Parents Network (9 million). 2 is Scary Mommy, a blog that barely existed a year ago and now has close to 18 million uniques. Leading the parenting category is CafeMedia, with about 20 million uniques in March, according to ComScore. With NYT Parenting, the Times also is entering a category where there's already a lot of free information online. You're not going to use the same voice in an article about potty training as an article about the Mueller report." Parenting is a competitive space and the Times is relatively new to it That means the voice will be a little more intimate, a little warmer. That said, we are appealing to a younger audience than the Times' main product. We always wanted to maintain the journalistic rigor that the New York Times has in everything they do. "It's one of the core missions, even if it's not one of the ways people think of The New York Times at a top level. "The Times is trying to help people through one of the most important things in their lives: raising children," she said. Grose said parenting coverage is right there with the Times' journalistic mission in that it's all about telling human stories, though. But its tips on doing laundry can sit oddly next to the Times' hard-hitting investigative journalism. The Times has had success moving into service journalism lately, with its Smarter Living-branded coverage that's popular with readers, often evergreen, and safe for advertisers. NYT Parenting also has to find the right balance between sounding like the Times while being approachable. NYT Parenting launches with a staff of 20, around the same number of people NYT Cooking had at launch. Parenting didn't have an existing staff or big library of content to draw from at launch, whereas Cooking has a library of 19,000 recipes. ![]() With NYT Parenting, the Times has some hurdles. The Times has 4.5 million subscribers overall and now gets more than half its revenue from subscriptions. With NYT Parenting, the hope is that it'll follow in the trajectory of The New York Times Crossword and NYT Cooking, which have 500,000 and 400,000 subscribers, respectively. It's also trying to bundle these various services into pricier subscription packages. Services like NYT Parenting are key to how the Times plans to get to its goal of 10 million subscribers. The Times is looking to parenting to grow subscriptions In addition to subscriptions, NYT Parenting will sell advertising, starting with a companion newsletter. Users will have to log in or register during the beta period, which will let the Times gauge appetite for the site and collect people's email addresses so it can contact them in the future. The site will be free for now, with the eventual goal of turning it into a subscription service. "The wide funnel of the internet would send them down rabbit holes," said Grose, who like most of the parenting staff came from outside the Times Grose was a founding editor of Lenny Letter. Read more: New research shows how The New York Times, Economist, New Yorker and other top online subscription publishers stack up This story is available exclusively to InsiderĪnd start reading now. Account icon An icon in the shape of a person's head and shoulders.
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |