When The New York Times says it will go to the ends of the earth to spread quality journalism, it’s not just lip service. The 170-year-old news brand recently announced its award-winning content can now be read online in as far-flung a location as a science research centre in Antarctica – something made possible by an agreement with PressReader, the digital newspaper distribution and technology company, to reach new audiences. It’s a partnership that aligns with the belief at The New York Times that great journalism has the power to make each reader’s life richer and more fulfilling.
“For over 100 years, our mission has been to seek the truth and help people understand the world,” says Andy Wright, Senior Vice President, Head of Global Institutional Subscriptions at The New York Times Company.
“We’re always seeking ways to expand access to our high-quality, original, independent journalism. We’re thrilled about this deal which allows us to expand our presence globally and increase access to our journalism from anywhere in the world. Our ability to now reach numerous remote and isolated locations, such as science research centres in Antarctica, is exciting for us.”
Wright says The New York Times is “immensely proud” to have contributed to the creation of the broader market for paid quality journalism and continues to believe it should be significantly larger.
“We’re thrilled to deepen our relationship with PressReader and for the opportunity to lean into PressReader’s large network of channel partners to reach an even greater global audience,” he adds.
“PressReader’s technology enhances the reading experience for users, seamlessly incorporating interactive elements and rich media, like audio narration and auto-translation, broadening content accessibility for a larger audience. Additionally, we have a shared belief in enriching curious minds.”
The perfect match
As an industry partner of the World Travel and Tourism Council (WTTC), PressReader is uniquely positioned to offer The New York Times to travellers globally, carrying the newspaper’s journalism to numerous remote and isolated locations with limited connectivity, like is the case with Antarctica.
Outside of America, PressReader will also now distribute The New York Times’s journalism to public libraries and patient-care facilities, with the digital newspaper distribution and technology company’s channel partners in over 150 countries getting access to not only The New York Times digital replica edition but also its digital “news” product — containing current and historical journalism dating back to 1851.
“We aim to become the essential subscription for every curious, English-speaking person,” says Wright. “As part of that, our journalism is crafted for a very broad audience. Expanding our reach across key B2B verticals – such as hotels, airlines and public libraries – is important to us.”
As part of the agreement, The New York Times Company will continue its long-standing collaboration with PressReader and its white-label tech platform Branded Editions —equipped with auto-translate, on-demand audio capabilities and additional accessibility features — for The New York Times, The International New York Times and TimesDigest.
“We are delighted to deepen our partnership with The New York Times Company, whose content helps people understand the world through its commitment to truth-seeking,” Ruairí Doyle, CEO of PressReader Group of companies said during the announcement of the agreement in October.
“This partnership serves our mission to empower and enrich curious minds. Together, we are steadfastly committed to delivering top-notch journalism and an unparalleled reading experience to a worldwide and diverse audience, guaranteeing the continued excellence of reporting, and nurturing informed citizens in this digital age.”
What the people want
According to Steve Chapman, Senior Vice President of Content Partnerships of PressReader Group of companies, the collaboration is a direct response to feedback from readers, with The New York Times remaining a top-requested title across its B2B sectors for more than two decades. It’s a remarkable run that spurs The New York Times on to forge even closer ties with readers.
“While high-quality, original, independent news will continue to be our largest area of focus, we see an opportunity to play an even bigger role in people’s daily lives,” says Wright.
“Our research suggests there are at least 135 million adults worldwide who are paying, or are willing to pay, for one or more subscriptions to English-language news and opinion, sports journalism, puzzles, recipes, expert shopping advice or podcasting. We will continue working towards a more expansive and connected product experience, for The Times to thrive in our next chapter.”
The New York Times’ vision to become the essential subscription for every curious English-speaking person was announced in early 2022. The strategy involves three pillars.
“First and foremost, we aim to be the best news destination in the world,” says Wright. “The foundation of both our mission and business is providing the most authoritative coverage of the most important and interesting stories.”
Secondly, the New York Times intends to become even more valuable to people by helping them make the most of their lives and engage with their passions.
“We do much more than cover the news,” Wright points out. “In recent years, we’ve expanded how we serve specific interests with dedicated passion products. Through Cooking, Games, Wirecutter and now The Athletic, we offer destinations designed to help people make dinner, exercise their brains, make the most of their shopping dollars and keep up with their favourite sports teams.
“We also aim to create a more expansive and connected product experience that helps people engage with everything The New York Times offers. We ultimately want to become a daily destination for curious people seeking to understand and engage with the world.”
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