The New York Times should indeed use its website to generate more revenue – but not by charging for any part of its presently all-free daily report. Executive Editor Bill Keller’s recent ruminations on the touchy subject of paid content have led to speculation that the dearly departed Times Select will be reincarnated in some more palatable form. Times Select required users to start paying for the paper’s columnists and some other stories. It threw in as a sweetener the paper’s archives going back to the 19th century. But most of the millions of nytimes.com users decided they wouldn’t pay for content they’d been getting for free.
A confidential memo from multimedia publishing pioneer Steve Brill obtained by Romenesko argues that the Times should “[flip] the Web’s lethal dynamics” and start charging for online content. Under Brill’s elaborate pricing scheme – you have to read his whole, alternately maddening and inspired memo – nytimes.com visitors would pay $55 a year to get access to all content. Search engines and aggregation sites would continue to get free access to the headline and first paragraph of each story – to help keep nytimes.com relevant as an information source on the Internet. Brill, who unsuccessfully tried to sell paid content with his Brill’s Content during the dot.com boom/bust, acknowledges in his memo “all of this may seem unrealistic,” but nonetheless concludes, “There is no alternative.”
Times Select was a bust, as was Brill’s Content. But there’s another way for the Times to exploit the potential of its website to raise needed revenue that advertising by itself can’t bring. Why doesn’t the Times mobilize its redoubtable 1,300-person-strong newsroom to start producing added-value online content for which, I’ll bet, a good fraction of nytimes.com users would pay a monthly fee? A lot of the content would help out-of-town visitors make their trips to NYC and other cities more interesting and even memorable. I spelled out some content specifics for what I called TimesPlus in an OJR article last December.
The Times is already half way there in producing added value beyond the daily report – and for which it rightly charges (and finds willing buyers). Except you can’t find it online.
There’s the New York Times Travel Show – Feb. 6-8 this year at the Jacob K. Javits Convention Center – for which tickets cost $15. The Times charges as much from $30 to $65 ($100 for “VIP” seating) for lectures, musical performances and other events at TimesCenter, the popular multi-purpose venue in the New York Times Building. Those events, and others like them, could be re-purposed as part of the multi-media TimesPlus subscription package. After all, millions of out-of-town nytimes.com users can’t go to the Javits Center or TimesCenter.
To make TimesPlus happen, the paper needs to hire an online Sol Hurok-type impresario – I doubt there’s any such person on the premises now – who could figure out how to creatively unlock all the under-used talent in the newsroom – and maybe in other departments at the paper. One Hurokian gambit might be for the Times to persuade Broadway and other theater producers to permit video clips of their shows to be part of the TimesPlus package. What a draw that would be to lure subscribers. With the theatrical industry facing shrinking audiences in what is likely to be a long-term economic crunch, producers might see such a deal as a win-win.
The annual bill for the Times daily news report is above $200 million, according to one recent estimate. If just 10 percent of the website’s 20 million unique visitors signed up for TimesPlus – at, say, $100 a year – that would pay for a big chunk of the news, which Executive Editor Keller rightly says comes only through “hard, expensive, sometimes dangerous work.”