The New York Times is launching a new Digital Day Pass program to encourage people to get their news from the publication's website. This pass will grant access to the New York Times website for the day to anyone who buys a physical paper.
Each paper will include a unique keyword that the customer will text to a provided number, before being given a special link to activate their digital access. Custsomers can then go to NYTimes.com where they will have to create an account if they don't already have one, before enjoying access to content on the website until their access is revoked at midnight.
This Digital Day Pass initiative is designed to foster loyalty among people who buy their newspaper at the newsstand. "We also want to give newsstand customers a taste of all of the additional content available on NYTimes.com and our mobile apps, that they can't get with print," says the New York Times.
What's Driving This Trend
- Digital Day Passes
- There is an opportunity for other news publications to offer similar day passes to encourage online readership.
- SMS Activation
- Companies can explore using SMS to activate exclusive online content for customers who purchase physical products.
- Loyalty Programs
- This trend highlights the opportunity to create loyalty programs that offer incentives for customers who choose digital over print.
Who This Affects Most
- News Publications
- News publishers can leverage this trend to increase digital subscription numbers and incentivize print readers to try digital.
- Mobile Carriers
- Mobile carriers can collaborate with news publishers by providing SMS activation services for exclusive content.
- Marketing and Advertising
- Marketing and advertising firms can explore ways to create loyalty programs for their clients that encourage digital engagement over traditional methods.
