Not Found

In 2020 so far (Q1 and Q2), NYT has spent $113.4 million on marketing and has acquired 1.2 million new subscribers. This implies a customer acquisition cost (CAC) of $94.51*. If the introductory offer is $4 per month for a year and the full price of $17 after that, their payback period is ~15 months.

In basically every earnings call since, management has raved about how well it’s worked. It’s a lower entry point for readers but also gets them in the habit of paying The Times every month.

In 2018, NYT tested a new price for their flagship digital news product: $1 per week for a year. After that, it would renew at a higher rate (full price is $17 per month).