TIMES FOR A DEAL: Even The New York Times got involved in Cyber Monday last week, and apparently it paid off.
The newspaper offered 50 percent discounts on digital subscriptions last Monday for unlimited access to its Web site and saw its “third strongest sales day since our global launch in March,” said Times president Scott Heekin-Canedy at the UBS Global Media and Communications Conference Monday. The Times launched its digital subscription plan on March 28.
This story first appeared in the December 6, 2011 issue of WWD. Subscribe Today.
The Times is offering gift subscriptions this month as well for 12-week or 26-week packages at reduced prices ($30 instead of $45, over 12 weeks), which The New York Times Co. chief executive officer Janet Robinson said should help spur digital subscription sales.
The Times could use a bump after sales began to stall over the summer. As WWD reported, the Times brought in 224,000 digital subscriptions in the second quarter, but that figure dropped to about 43,000 subscription sales in the third quarter. Neither Heekin-Canedy nor Robinson previewed fourth-quarter results at the UBS conference.
Times executives said they had 324,000 paid digital subscribers at the end of the third quarter, which includes people who paid for the Web site, e-reader and replica editions.