The New York Times uses NYT Australia branding in database growth plan

The New York Times looks to be beefing up its Australian database of subscribers, introducing the brand NYT Australia.nyt-australia

The American newspaper company confirmed to Crikey at the end of August that it was “focused on Australia” however it remained coy as to what that might look like.

According to Politco, referenced by Crikey, the Grey Lady was in market in recent months scoping out what audiences want and looking at the potential team it may establish here.

The NYT Australia branding appeared in a sponsored Facebook post which was aimed at driving Facebook users to sign up for the New York Times newsletter.

The move suggests the NYT is set on growing its local subscription base so it can also market paid subscriptions when a local launch does happen.

In the US, the NYT operates a paywall similar to Fairfax Media’s local model which allows readers to access 10 free articles each month before needing to subscribe.


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