How the New York Times Drives Traffic Through Products

At the WAN-IFRA World News Media Congress in Copenhagen, Denmark, Emily Withrow, VP of Product and Head of Subscriber Experience at the New York Times (NYT), discussed the role of products in the newspaper.

These products include apps or games that NYT integrates alongside its stories, helping to improve the user experience, drive conversions and build readership.

Ms. Emily Withrow at the WAN-IFRA World News Media Congress. Photo: WAN-IFRA

“If there’s not a lot of news on a day, we still have people playing Wordle or Connections. We’re using our entire portfolio to not only meet the needs of our readers, but to keep them coming back every day,” she says.

A key factor in their continued success is the collaboration between the product team and the editorial team. Once a new product idea is identified, the product team begins discussing it with the news editorial team.

Knowing that many people are reluctant to read the news is a challenge the NYT is trying to solve, the editorial team at the newsroom has taken what the product team is doing. And for the product team, they never launch a product without a newsroom partner behind it.

Ultimately, it's important to know as much about your audience and market as possible so you can build products that will help your newsroom penetrate the market.

Another issue that the NYT has done is carefully building product packages to balance traffic and users' time spent accessing news.

“We look not only at how many times people click on a headline, but also at how long they stay on that news page, whether the news is valuable to them,” said Withrow.

Ngoc Anh (according to WAN-IFRA)

Source: https://www.congluan.vn/cach-to-new-york-times-tang-luong-truy-cap-nho-cac-san-pham-ngoai-bao-chi-post297435.html