March 22, 2011
By NAT WORDEN And JON KAMP
More on the New York Times charging readers! They will be getting some help from Ford's Lincoln brand. Lincoln has targeted 200,000 heavy readers and will offer to sponsor their digital subscription costs. Details of the arrangement are still to come, and by sponsoring it is most likely going to increase advertising with the more readers. The help comes in providing early consumers for the newspaper. New York Times will be charging $15 per month for online readers who read more than twenty articles. Personally I believe this will be key; readers who are on the fence about paying will give it a try. The marketing communication manager for Lincoln said she hopes to appeal to younger thought leaders. We see who their main target market is here.
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