Posted by David Card on January 21, 2009
[Posted by David Card]
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It's a rare day indeed when I agree this much with Silicon Alley Insider's Henry Blodget. But his plan to fix the NY Times seems right on the money to me. In a nutshell, cut costs, raise print subscription prices, and charge for the online edition. That last one will raise eyebrows, but there's a way to do it that would likely only cut traffic in half, and still keep the Times' stories on the top of the news agenda. (Hint: copy the Wall Street Journal's syndication and navigation strategy.)
Both marketing leaders and publishers should read Blodget's post, at least to get the conversation started.
Here's some relevant research -- geared more to publishers than to marketers -- on online syndication, SEO, etc.:
Let me know your thoughts. Should the Times charge for online? Will that enable enough qualified readers to raise online CPMs? Would you pay (more) for that audience?