![]() ![]() In Q1 2023, The New York Times Company surpassed 3 million subscribers who were paying for a bundle (which includes access to the Times’ core news and standalone Cooking, Games, Wirecutter and The Athletic products) or multi-product subscription plan, thanks to about 520,000 new digital-only bundle and multi-product subscribers in the quarter. The company now has over 9 million digital-only subscribers, though it does not break out data on how many subscribers are specifically subscribed to Cooking. The New York Times is marketing its new emoji text line with billboards in states like Michigan and Washington (for in-season cherries and corn, respectively), events and posts on its social accounts.ĭespite recent reports that subscriptions to news organizations have stalled in the past year, The New York Times Company has continued to grow its subscriber base, adding 190,000 digital-only subscribers in the first quarter of this year. However, it will also require “significant outreach” to introduce audiences to this initiative, he added. ![]() “If a user voluntarily texts NYT Cooking, this is a strong signal of propensity to engage pay and reduces friction for the user getting the recipe they are after,” said Arvid Tchivzhel, svp of product at subscription management and customer data analytics firm Mather Economics. The hope is to ultimately convert newly introduced readers into paid subscribers, who pay $5 a month or $40 a year for a subscription to NYT Cooking. And they want to get more free and simple recipes in front of readers - such as with free seven-day and 14-day trials, and now with the emoji text line. The team is working on cutting down the number of ingredients and steps in some recipes. The overarching goal is to “simplify as much as we can,” Velasquez said. There are a couple of ways NYT Cooking is responding. The team was hearing from readers that Cooking recipes were too hard to make and had inaccessible ingredients, Velasquez explained, so it became clear that they had to highlight easier recipes to both draw new subscribers in and retain those who are already paying. (Incorrectly sealing the vent is a common mistake for multicooker novices. Always double-check that the steam valve is in the locked, sealed position. Depending on its contents, this will take 5 to 20 minutes. The focus for NYT Cooking’s team this year has been “easy to find, easy to make,” Velasquez said. Once the device is set, the clock won’t immediately begin to count down: The pot must first build pressure. Please note: Access to NYT Cooking and Crossword is not included in the Librarys. This text line is part of a broader strategy at NYT Cooking. Register for a new account, or use your existing login. For the text line, The New York Times is working with text messaging platform Subtext, which also works with other publishers like Condé Nast and USA Today Network. It’s also a way to appeal to the younger audiences NYT Cooking is trying to target, such as millennials. ![]() Why emojis? Velasquez said it’s a “fast” and “playful” way to communicate with NYT Cooking and to simplify the process of finding summer recipes. ![]()
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