How to play the long game, with New York Times CEO Meredith Kopit Levien, on DecoderPod
is sort of its own entity, but it’s very connected, obviously, to the mothership, and it’s part of our bundle, which I hope we’ll get a chance to talk about. Butis kind of run as its own thing. It’s not reported as a separate segment, but it has a different business model. Largely, it’s an affiliate business.
Five to six years ago, we did a pretty radical reorganization of digital to function more like what you see in the fast-scaling tech worldsubscriptions comes from people landing on our site, and going through the journey of engagement as a customer. That’s how most of them sign up.
The vast majority of our subscribers come from the work we do combining software with journalism, recipes, games, sports journalism, or product reviews. They come from people landing on, and we take them through a journey that compels them to subscribe — or we’re at least able to find the next thing that makes them want to engage.
Maybe when you play Wordle you see on that page that there’s an incredible story about what happened in banking this week, and so you go read that. A lot of our work is to get you to come in for one thing, and then show you that there is an enormous amount of value there across other news and the things we do in the core news report, which is well beyond news, recipes, shopping advice, games, and sports journalism.
We’re also keenly aware that we live and operate in an ecosystem that, to your point, is quite dynamic, and often due to things that are entirely out of our control. A lot of our work is about, once you drop there from Google, Facebook, Twitter, or any number of other places… If I were to step back, I would say that in the close to a decade that I’ve been here, the ecosystem has changed a number of times. Our job is, one, to obsessively focus on getting people to come to our destination and build a direct relationship with us, to register with us, to give us their email address, and to let us show up in their inbox. We have something like 15 million people who get an email from, which is our awesome morning newsletter, is like 5 or 6 million people.
I would agree with the premise that Google plays a really big role in the ecosystem, but I would also just point back to the comment I made earlier. For something like six or seven years now, we’ve been obsessively focused on getting more people to ask for us by name and come to our destination.I don’t know that I would call it hedging.
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