In an ever-increasing push to encourage readers to go digital, the New York Times is giving those who buy a print newspaper free day passes to access its mobile apps and website.
Above: NYT Digital
As things stand, the New York Times runs three digital-only plans — one for Web and smartphones, which costs $3.75 per week, one for Web and tablets ($5 per week), and one for all digital platforms ($8.75 per week). From today, however, anyone who buys a physical New York Times newspaper from any of the 50,000 newsstands across the U.S. will be encouraged to check out the publication online — this is the first time the Times has offered a daily digital pass.
Those who buy a copy of the Times from a newsstand will see a promotional code which actions a text message to their phone which is used to activate their digital access. Each daily code provides unlimited digital access until 11:59PM ET on the day it’s redeemed.
Those who subscribe to the New York Times’ home delivery service already receive free digital access alongside their subscription. So the Times is now testing whether or not those who pay for each edition individually can also be swayed over to the digital side. It is a “way to expose retail customers to the benefits of digital access, including real-time news updates, video, interactives and blogs only available on NYTimes.com,” the Times said in a press release.
The New York times is often hailed as the poster child of paywalls — a traditional media company that has shifted from paper to digital. It passed 1 million digital-only subscribers back in August, four years after launching its paywall.
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