The New York Times will soon be launching a new NYT Now app that will put the paper content second. During SXSW, the New York Times gave Mashable a closer look into its soon-to-be released NYT Now app. The app will provide readers with a feed that is specifically crafted into blurbs of key points. This will allow the reader to scroll down without actually having to tap into the link to see what the most important news of the moment is.
The NYT app is designed for current readers of The New York Times. The aim is to attract an audience that it has had a problem tapping into before, which is the mobile reader.
This is surprising because it emphasizes that the Times is realizing that the strength of its readership right now is not enough to counter the growth of mobile consumption. The NYT Now app is a great idea to exemplify the important information and downplay the unnecessary topics.