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September 25, 2005
The Source of the Times' Strategy
Posted by Dana Blankenhorn
With The New York Times' new Web strategy having been in place for a week now, and with its having been debated for months before implementation, it amazes me that no one has identified where that strategy came from.
ESPN.
ESPN has been a part-pay site for years now, and did it the same way the Times is trying to, by putting what it considered valuable content behind a paid firewall.
Even the tiny thumbnail "in" icons used on the two sites to designate content that is behind the firewall are nearly identical.
So, why did it work for ESPN but it isn't working for the Times?
- ESPN started with content that was peripheral to use of the site. The Times is starting with content central to it.
- Users have alternatives in getting all types of ESPN content behind the firewall. The analysis and fantasy games aren't unique. The Times, on the other hand, has placed its most important content in the paid tier.
- Sports isn't really that important. Those who don't care to pay ESPN for "insider" access don't miss anything. Those who love Paul Krugman or David Brooks are suffering, and their anger is directed at the Times.
This is a perfect example of a lifted strategy that wasn't examined carefully before being copied. What should the Times have done instead?
- Charged for crosswords.
- Given access to the columnists away to top bloggers.
- Created New York specific Web content, beyond stories, that would be worth paying for.
- Gone into e-commerce instead.
Too late now. The Times' reputation is hosed. But the above list does offer some ideas with which it might start to rebuild.
These ideas won't be taken because the Times is arrogant and clueless. The 500 or so who are losing their jobs are, frankly, going to be better off in the long run. Don't work for idiots.
Comments (3)
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Dana Blankenhorn has been a business journalist for over 25 years and has covered the online world professionally since 1985. He founded the "Interactive Age Daily" for CMP Media, and has written for the Chicago Tribune, Advertising Age, and dozens of other publications over the years.
1. steve on September 25, 2005 03:33 PM writes...
I agree that the Grey Lady didn't think this one through ... is there any word on how many people signed up who are not physical NY Times subscribers?
Permalink to Comment2. Weylan on September 25, 2005 05:48 PM writes...
I would not like it, but might have gone for the TimesSelect except for a major consideration. They have in recent months, added to staff too many writers who cannot see straight ahead or to the left. Their motto is "Logic and Reason; Inherent Treason". It would kill me to think of paying to promote their illogical drivel.
Permalink to Comment3. Sean Hackbarth on September 29, 2005 12:28 AM writes...
It isn't too late for the Times. They should immediately being handing out free subscriptions to prominent webloggers. I know of webloggers writing about and linking to Wall Street Journal stories that are behind their own walls.
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