Saturday, May 9, 2015

Inside The New York Times’ newsletter strategy

POYNTER INSTITUTE
By Benjamin Mullin

The New York Times Magazine announced the launch of a new weekly newsletter which will appear in the inboxes of subscribers every Thursday. For those counting at home, The New York Times now has more than 30 newsletters in its portfolio, which spans topics including cooking, lifestyles and parenting. The weekly newsletters have an average gross open rate of 50 percent, which outstrips the industry average for media and publishing by about 25 percent, according to a study by digital marketing technology company Silverpop. The paper has set its sights on reader inboxes for a few reasons, Alahydoian said. Like other publications, the Times has identified newsletters as a powerful method to reach its readers where they are, rather than relying on them to visit the site at their leisure. [link]