Когато New York Times пусна своето мобилно приложение NYT Now миналата година, имаше големи надежди, че по този начин изданието ще се хареса на по-младите читатели и ще улесни създаването на навик у тях да плащат за качествени новини.
Но няколко месеца по-късно стана ясно, че абонаментната услуга - по-евтина и по-малка версия на тази на главното приложение на New York Times, не оправдава очакванията, пише Wall Street Journal.
В крайна сметка само около 20 хил. души се съгласяват да платят 8 долара месечно за достъпа до новини, което се оказа доста под целта от 200 хил. души, посочват двама души, запознати с въпроса. През май, 13 месеца след пускането на приложение, Times направи NYT Now безплатно.
Промяната сигнализира смяната в дигиталната стратегия на Times за ухажване на младите читатели с безплатно съдържание, а не чрез опити веднага да ги превърне в свои абонати. Този подход показва, че Times експериментира в различна степен, като прави съдържанието си достъпно в няколко платформи – от програмата Instant Articles на Facebook до предстоящото приложение на Apple – News, от мобилното приложение на Starbucks до платформата за изпращане на съобщения WhatsApp.
Всичко това поставя Times в много деликатна позиция. Вестникът се опитва да разшири своята онлайн и мобилна аудитория, без да повлияе негативно на постоянно нарастващия абонаментен бизнес, който включва почти 1 млн. потребители и донесе 11% от приходите на фирмата през миналата година.
„Трябва да бъдем там, където са читателите ни, независимо от платформата“, коментира Кинси Уилсън, редактор Иновации и стратегии в Times. “Гледаме на това като на серия от експерименти, чрез които да разберем какво иска нашата публика и как най-лесно да ги превърнем в плащащи абонати“.
Дигиталният подход на Times е по-агресивен от този на много други големи традиционни издатели като Washington Post и USA Today, които досега стояха настрани от инициативите на Facebook и Apple.
Wall Street Journal, която е собственост на News Corp, обяви, че е започнала преговори с Apple и Facebook, но все още не е сключила договор за работа с нито една от двете.
Новият начин на мислене идва 16 месеца след като Times публикува резултатите от проучване, в което посочва, че вестникът все по-трудно се приспособява към бързо променящия се медиен пейзаж. Компанията се опитва да се справи с проблема, с който се сблъскват всички традиционни издатели – младите читатели в момента получават новини от много по-голямо разнообразие от нетрадиционни източници, които обикновено са безплатни. Скорошно проучване на Pew Research Cener установи, че шест от всеки 10 души на възраст между 18 и 34 години твърдят, че получават политически новини от Facebook, са само 17% - от Times.
"Трябва да изградим навици, така че да накараме хората да се връщат при нас всеки ден“, посочва Алекс Макалъм, помощник на главния редактор, отговарящ за развитието на аудиторията.
През последните години Times, подобно на други вестници, разчита все повече на абонаментните приходи, за да компенсира постоянните спадове в приходите от печатна реклама.
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