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The LinkUp Blog The Industry's Best-Kept Secret

April 10, 2007 / Toby Dayton

New York Times Is Developing Lifelong Customers

nyt-upfront.jpgA few days ago, one of my recommendations for daily newspapers in their quest to grow readership was to publish daily content for younger readers. Last night, I walked into my son’s room and found him reading The New York Times’ Upfront magazine for teens. Interestingly enough, he was engrossed in an article on the ubiquity of advertising in our culture today. By the end of the night, he had read the entire magazine which included articles on who has the authority to bring our country into war and who makes the decision, newly discovered letters from Anne Frank’s father, and Jackie Robinson. I had honestly never seen the magazine before (I guess I should have done a little homework before writing about the topic….) and was impressed with the breadth and quality of the content. This is a tremendous publication that not only delivers a phenomenally valuable service, but serves the long-term interests of the New York Times and newspapers all around the country. If I ran a daily newspaper, I’d look seriously at duplicating the exact same model on a local level. If it wasn’t feasible for whatever reason (which it absolutely should be), I’d strike a deal with the New York Times to deliver the magazine to kids throughout the community, give away subscriptions, promote it, and leverage it to the fullest extent possible to build lifelong newspaper readers.

Time to read the daily paper this morning: 6 minutes and 47 seconds.

Daily recommendation for the dailies: Help the New York Times increase its Upfront subscriber base.

[tags]Daily Newspapers, New York Times, Upfront, Upfront Magazine, Youth Publications, Developing Young Readers, Education[/tags]