New York Times adds 265,000 new digital subscribers in three months

• More than 3.3 million people pay for the company’s digital products

The New York Times Company generated more than US$709 million in digital revenue last year, growing at a pace that suggests it will meet its stated goal of $800 million in digital sales by the end of 2020, reports the publisher.

The results prompted the company to set another lofty target: “To grow our subscription business to more than 10 million subscriptions by 2025,” Mark Thompson, the chief executive, said in a statement announcing the company’s fourth-quarter financial results.

More than 3.3 million people pay for the company’s digital products, including its news, crossword and food apps, a 27% jump from 2017. The total number of paid subscriptions for digital and print reached 4.3 million, a high.

Online subscription revenue gained nearly 18% to reach $400 million in 2018, while digital advertising rose 8.6%, to $259 million.

The Times added 265,000 new digital subscribers in the fourth quarter, the biggest jump since the so-called Trump bump after the 2016 election. About 172,000 of those subscribers signed on for the core news product, while the rest were drawn by digital-only products like Crossword and Cooking.

The company hit another revenue milestone: Digital advertising surpassed print advertising for the first time in the fourth quarter, jumping 23% to $103 million. Print advertising fell 10%, to $88 million.

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