ALL IN ONE PLACE: The New York Times on Monday launched The Collection, an iPad app that will be a catchall for the paper’s fashion and style content. The Collection app will be updated every day, and will draw in content from the paper’s Styles desk, the On the Runway blog, T Magazine, The Moment blog and fashion coverage from The International Herald Tribune.
The app, which will be free through the end of the year, is an experiment into seeing if there is any interest in the Times’ stand-alone apps for niche content. “It’s one of our first forays into what we think of as vertical app strategy,” said Times product management executive director M.Z. Goodman. “What can we do with all the content we produce that might stand alone well? It’s sort of an experiment.”
This story first appeared in the November 15, 2011 issue of WWD. Subscribe Today.
The Times has a similar app for the iPhone, The Scoop app, which gives recommendations for restaurants, bars and events in the city. Emerging platforms editor Fiona Spruill said the Times is planning on launching another iPad app for something related to the election.
The Collection’s homepage is organized by a collage of photos, which lead to stories, videos or slide shows that are intended to create “more of a magazine-y feel, especially if you compare this to our main news app,” said Spruill. With one tap on the app, a photo turns into a headline and a brief description of the story. After taking a look at the app, it seems that the content is geared heavily toward T Magazine content, particularly it’s The Moment blog, which has about 10 new posts each day. The Collection app is edited by senior fashion Web producer Simone Oliver.
The app includes Michael Kors, Chanel and Bottega Veneta as launch advertisers. Starting next year, it will still be free to download, but much of the content will only be available to digital subscribers. By next year, the Times sees the app mostly as a subscriber benefit as opposed to, say, an enticement to buy a digital subscription plan.
The app will be available to readers who pay for the tablet plan or the all-access digital subscription plan, which run at $20 and $35 a month, respectively (most of the people who have paid for digital access to the Times have elected the $15-a-month plan for access to just the Web site and smart phone app).