Media
New York Times Subscriber Hunt Sends Gray Lady to Middle America
- Cooking app shows that newspaper can reach rural customers
- Publisher needs to find new markets to hit 10 million target
The New York Times headquarters in New York.
Photographer: Tiffany Hagler-Geard/BloombergAfter introducing a paid cooking app more than a year ago, New York Times executives noticed something unexpected: Many of its subscribers came from rural America.
The newspaper, long synonymous with city living and coastal elites, had found a way to reach people in the middle of the country -- through their stomachs. The discovery showed that the 167-year-old publication might be able to change its image, while vastly increasing growth targets for subscribers.