NY Times Expands Growth Plans Despite Ad Woes
Boosting Revenue with a Metered Pay System
In a call with analysts, Times Co. CEO Janet Robinson said the planned introduction of a metered pay system for users of nytimes.com will help the site "develop an additional revenue stream while preserving its robust advertising business." She said the reason for the long delay in implementing the new pay system was the importance of getting it right the first time. "We recognize that our success will be judged by how well we execute this effort, and that is why we are waiting until 2011," she said. "We are determined to make subscribing as smooth and easy as possible."
Robinson also said that new editions of the Times in Chicago and San Francisco, containing pages of local content produced specially for those markets, have succeeded in attracting new print subscribers, encouraging the paper with plans to move ahead with the strategy: "Our intent is to roll our expanded reports in several other key markets across the country, working with local journalists and other news organizations." Robinson did not indicate, however, which cities will be the next to get their own Times editions.