How the New York Times grew traffic with products

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

These products include apps or games that the NYT integrates alongside news articles, helping to improve the user experience, drive conversions, and build a loyal readership.

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

"Even if there isn't much news on a given day, we still have visitors playing Wordle or Connections. We're using our entire product portfolio not only to meet our readers' needs but also to keep them coming back every day," she said.

The key to their continued success is the collaboration between the product team and the editorial team. After identifying a new product idea, 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 address, the editorial team at the newsroom has adopted what the product team is doing. For the product team, they also never release a product without their newsroom partner behind it.

Ultimately, it's crucial to know as much as possible about the readership and the market in order to build products that can help the newsroom penetrate the market.

Another issue that the NYT has addressed is carefully crafting product packages to balance traffic and the time users spend accessing news.

"We're not just looking at how many times users click on the headline, but also how long they spend on that news page and 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