UX4 project3

H A R VA R D ' S C A S E

The New York Times paywall Every newspaper in the country is paying close, wondering if they can get readers of online news to pay.

BY J ESSICA AL DANA

H A R VA R D ' S C A S E

Summary

General issue

Research

General Currently Competitors SWOT analysis

Analysis

Problem Statement

Ideation

Method #1 Method #1 Method #1

Solution

Statement

Prototype

Agenda

Appedix

General The entire newspaper industry was facing significat challenges, The New York Times is one of the pioneers in the field, setting the trends nationally and internationally.

On March28,2011 the website became restricted site, and this open a new world “of paid subscription” as a business model with in its “paywall”... The NY Times has undergone so many changes adapting to time (trends) and technology

Advertising space on demand

1851

1880

1st issue printed

Brief

Timeline

NYTimes.com

1976 New YOrk company

1996

2004

Website restricted PAYWALL

2011

New sections added (More busines lifestyle)

Right now online

Currently

Web

online

Mobil

“...people will pay for accurate, trustworthy news, and that there is a sustainable future for deeply-reported, mission-driven journalism.”

We believe that the significant growth over the last several years in subscriptions to our products demonstrates the success of our “subscription-first” strategy and the willingness of our readers to pay for high-quality journalism. https://www.businesswire.com/news/home/20200805005357/en/The-New-York-Times-Company-Reports-2020-Second-Quarter-Results

https://www.statista.com/statistics/192911/revenue-of-the-new-york-times-company-by-source/

The estimated total U.S. daily newspaper circulation (print and digital combined) in 2020 was 24.3 million for weekday and 25.8 million for Sunday, each down 6% from the previous year .

https://www.pewresearch.org/journalism/fact-sheet/newspapers/

https://www.comscore.com/por/Insights/Infographics/Most-Read-Online-Newspapers-in-the-World-Mail-Online-New-York-Times-and-The-Guardian

Competitor Top 10 newspapers in the U.S.:

1. The Wall Street Journal (WSJ) The 130-year-old, New York-based business publication 2019 it had won 37 Pulitzer Prizes for its news content.

2. USA Today Distributed across the U.S. and internationally in Asia, Canada, Europe and the Pacific Islands.

It’s known for combining concise reporting alongside compelling graphics and pop culture features.

3. The New York Times(NY Times or NYT,) Founded in 1851 and is owned by the New York Times Company. Going by the nickname “The Grey Lady”, it’s generally considered the newspaper of record in the U.S. and covers international, national and local news.

4. Los Angeles Times (LA Times) Has been published in Southern California since 1881. It’s the largest U.S. newspaper not published on the Eastern seaboard and has won more than 40 Pulitzers. https://fullintel.com/top-media-outlets/the-top-10-us-daily-newspapers

5. New York Post (NY Post) Was first published in 1801, making it the oldest of all the newspapers. It’s also one of the only tabloid-style papers.

6. The Washington Post (WaPo) Primarily publishes federal government- or national politics-themed content. It has won 47 Pulitzer Prizes and broke the Watergate scandal in the early 1970s.

7. Star Tribune (Minneapolis) The Minneapolis Tribune (founded 1867) and Minneapolis Daily Star (1920), in 1982. It has won six Pulitzer Prizes 8. Chicago Tribune (“The Trib”) Founded in 1847. It’s the most-read daily in the Great Lakes region and has won 25 Pulitzers, and for years billed itself as the “World’s Greatest Newspaper”.

9. Houston Chronicle Founded in 1901, .

10. New York Daily News (Daily News), Founded in 1919 and is the first-ever tabloid paper in the U.S., peaking in circulation in 1947 with more than 2M papers distributed daily.

Competitive

Analysis • Funded in 2011 in US (originally in 1821, British) • www.theguardian.com/us • It is Free • Circulation: 110,438 (as of July 2020) • Have 4 edition(UK, Australia, US and International)

• Funded in 1996 • www.washingtonpost.com • Circulation: 356,768 (Daily, 2015); 838,014 (Sunday, 2013); 1,000,000 (Digital, 2018) • Have 2 tiers

Tiers All access Digital $4/every 4 Weeks or $40/year.

Gift up to 10 articles/month Preamium Digital $15/every 4 Weeks or $150/year Gift up to 10 articles/month bonuss 30 day digital pass share

Membership donantion Owner funding

• Funded in 1889 • www.wsj.com • 2,834,000 daily (as of August 2019) • Have Digital and Printed issue

• Funded in 1982 • www.usatoday.com • Circulation: 726,906 (daily print); 504,000 (digital only) (as of Feb 20, 2019) • Have 3 tiers

Tiers Digital all access $4.99 /12 Weeks or 19.49 month Sat. Print + All Access $12 /12 Weeks or 20.49 month Mon-Fri Print + All Access $12 /12 Weeks or 21.49 month Mon-SatPrint + All Access $12 /12 Weeks or 22.49 month

Tiers Digital all access $4.99 Month for the first 3 months $9.99 month after Ad-Free+Digital all access $7.99 Month for the first 3 months $12.99 month after Home Delivery+Digital all access $9.99 Month for the first 3 months $29.99 month after

SWOT

Analysis

Threats

• It is a challenge to innovate in the category when most of it is free • Paywall a good idea for the long term • Younger generation rather digital edition • Most of young people got the news from social media apps

Opportunities

• It is the leader on the category of subscription model • Differents plans of subscription • Bundle Digital and printed edition • Social media tags (#) to medio to spreed the news

t

s o

Strengths

w

• Brand Positioned, national and international (It is ranked 18th in the world by circulation and 3rd in the U.S) • Over 170 years • Morer the 132 Pulitzer Price , the most of any newspaper •Create the Paywall

Weaknesses

• Money base on suscription • Believe that the people need it as good journalism (not as newspaper) • Print subscription

Problem

Statement NYT needs a system to attract new users. giving them reasons for selecting us from a category that is free to us who are paid.

5whys

Problem: Paid a suscription to get the news To get truthful and parcial information any time that I considres besto to do it

Why

Because in this time the information can be spread without been real

Why

Because social media or other not accredited app can run faster information

Why Why Why

Because is free and international (no boundaries) Because you do not need to be a journalist to create a news

Root Cause: Devaluation of journalism, people have forgotten the main role of newspapers (infor truthful and parcial) and their benefit that you can read the news in time that they consider best

HMW can promote the app?

HMW...?

HMW can me it attract subscritions?

HMW we can use social media to be treanding HMW add a plus on a newspaper or inewpaper?

HMW parciality to our article?

HMW can go fartest (more contries) HMW names our tiers?

HMW me it change our free subscribers to regular subscribers?

HMW promote our jornalists to be famous and trean HMW convince our audience that the newspaper is better on tv(newscast) ?

HMW keep people subscribed?

HMW make strong our trutfulness adn parcialness?

10x10 Tiers in a language according to your profession

a quick test for preferences/ 3 main questions to create a profile according to your preference

Deals or Bundles that promove to change our type of suscription

Loyalty plan for the user that are already enrolled

Aliance with schools (now days that they call every week, we can go by distric and promote schoolership)

a quick test for preferences/ 3 main questions to create a profile according to your preference

Custome tiers, you can modify (add specificatin)

Tiers by ages or articles accordint to our audice?

Create aliance with other companies that it is not related to news (more like entertaiment, and sports apps)

Purchase base of data (contacts) to send email(email marketing) to new futures users

Run auto-suscription after the fisrts period, message (pop-up) windows to remaind it.

Tiers by ages?

Audio newspaper

Viral campaing of our work and commitment

Massive propagandate to comunicate our new suscription

Public places (mall, aeropuert) table to enroll new customers

Promote online events (conferences) for free if you get the 3 first months, (special offert)

Viral campaing of us

Create aliance with other newscat

Send message to your phone promoting the app thru related info of the area where they live (According to your address)

Send phisical brochure in the email

Send message to your phone promoting the app thru related info (According to your living area)

create projects that a community needs to develop

Send message to your phone promoting the app thru related info (According to your living area)

Possible

Solutions Solution#1

To obtain new customer: Our proposal is send text message by address of news related it.

That way we are touching a broad population (young people, senior and so on)Giving them a free month of news.

Solution#2

To keep users, and attrac new users: Audible news, time is a value issue and it does not have a price to be aware of real and updated news.

For this our proposal is add on the app, a buttom on each article to hear it.

Solution#3

New customer and old: improved our categories add in “Personalize” so you can add or remove some features

Solution#1

Text message by area realeted to News

How it works...

BREAKING NEWS ON YOUR LOCATION

MESSAGE TO THE AREA RELATED

YOU CAN CHECK ON YOUR PHONE, COMPUTER OR IPAD

REFERENCE: System like amber alert

Sample...

Step #2

we will send a SMS on the location related to the news to kee the population alert or awar of

Step #1

New, registered, verified and published news News in our media

To fin d this a out abo u r http:/ ea, you c t the wild a fires / com NYT.brea n go to in o k app a r you can ingnews /boo nd re d o w t nload free le. ceive n receiv ews. Send one mon the th of e mo STOP re m essag to do no t e

Area affected

Step #3

You can download the app or check it online, with your server on your mobil phone.

We will keep you update it with a free month of subscription

Solution#2

Audible news

sample

Step #1

Looks News

Step #2

Select a News

New Icon on the menu

Step #3

Pressed and Play it

Solution#3 Personalize

Step #1

Check options

Step #2

Selected Tier

Step #3

Create your quote

Price in between $10 to $40 depents on your selections

Step #3

Personalized

Thank You

Appendix https://store.wsj.com/shop/us/us/wsjstudentbf22/?inttrackingCode=aaqsnbj7&icid=WSJ_ON_ NA_ACQ_NA https://fullintel.com/top-media-outlets/the-top-10-us-daily-newspapers https://www.comscore.com/por/Insights/Infographics/Most-Read-Online-Newspapers-in-theWorld-Mail-Online-New-York-Times-and-The-Guardianhttps://www.pewresearch.org/journal ism/fact-sheet/newspapers/ https://www.businesswire.com/news/home/20200805005357/en/The-New-York-Times-Comp any-Reports-2020-Second-Quarter-Results Understanding subscription models https://www.profitwell.com/recur/all/most-popular-subscription-companies Ideation: Laddering and 10x10 https://www.youtube.com/watch?v=xh87YChFkEot