For the first time, subscribers will be able to access Times content via something other than the NYT’s own site or apps. It may not be a huge revenue generator (at least not in the short term), but it is still an encouraging sign of a traditional media player trying to adapt to a new model.
Starting this Thursday, the Times will provide all of its content — articles, videos, photo slideshows and blog posts — to subscribers who use Flipboard, while non-subscribers will get a free sample of certain articles. Denise Warren, who runs the NYT’s website, said that the deal made sense for the newspaper because it is promoting digital subscriptions, and an analysis of its readership showed that 20 percent of the paper’s subscribers use third-party apps like Flipboard to consume content. Said Warren:
We realized that we have an opportunity to enable this kind of access for paying subscribers, and we thought it was something we ought to try and see how users react to it.