Times now Mobile App

The New York Times wants NYT now put on ice App

Early in 2014, the New York Times launched an app named NYT Now to deliver a lower-priced coded history listing than a fully digitized subscriptions to a younger, mobile public. Journalist Jill Abramson, then editor-in-chief of the Times, revealed the app at the South by Southwest Austin, Tex convention.

The Times on Thursday said it would formally put NYT Now on ice. The NYT Now was one of the Times' first efforts to increase its attractiveness to mobile audiences as it sought new revenues that would compensate for declines in printed ads and circulations. Providing the reader with a coursed portion of the everyday article in a mobile-friendly, cheaper bundle, The Times was hoping to reach a wider public that might not otherwise be able to be subscribed.

NYT Now's $8 per monthly subscriptions were about half the cost of the cheapest one. However, the app never quite took off as the Times had been hoping, and last year it switched from a season ticket to a free offer in the hope that the new Times could give more opportunities to broaden its audiences.

Wilson, Kinsey's senior VP of Products and Technologies, said the NYT Now removal was partly due to a change in the way the firm thinks about expanding its audiences. With the help of its auditorium research and developer teams, The Times is now increasingly using third-party sites such as Facebook and Twitter to extend its coverage to younger people.

NYT Now's many capabilities - among them mornings and evenings newsletter briefings, bulklet points and a more talkative sound - have also been integrated into the Times' key message offerings, as well as the mobile app itself, he said. By using cookie and similar technology, we can help you identify your repeated visitors and preferences, gauge the efficiency of our advertising campaign, and analyse your visitor behavior.

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