Posted by Melissa S.
The New York Times admits it has fallen behind in the digital age. With decreasing traffic to its website and smartphone app, the brand struggles to connect with the next generation of readers. Last April, Buzzfeed released The New York Times’ internal report containing plans to develop and grow a younger audience. However, the report is 96 pages long, meaning the brand should start by learning the internet’s retention rate.
The report states:
“We are falling behind in a second critical area: the art and science of getting our journalism to readers. We have always cared about the reach and impact of our work, but we haven’t done enough to crack that code in the digital era.”
A newsroom strategy team was created, and Instagram has been their engagement tool of choice. Beautifully crafted native content is divided among eight New York Times-managed accounts, including video, food, fashion and travel.
The video account provides 15-second video teasers for the print publication’s “36 Hours” travel feature. From the high-energy streets of a Seoul market to the front row of a 72-year-old Singaporean street performer, Instagram followers are exposed to a new discovery.
And that’s exactly the brand’s plan. Its proposed progression of discovery, promotion and connection is expected to build awareness and a loyal readership to The New York Times title. Do you think their plan will work? Is Instagram a good choice for attracting readership?