{"id":18675,"date":"2016-11-18T15:48:57","date_gmt":"2016-11-18T20:48:57","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/is-the-new-york-times-on-its-way-to-become-old-news\/"},"modified":"2016-11-18T15:48:57","modified_gmt":"2016-11-18T20:48:57","slug":"is-the-new-york-times-on-its-way-to-becoming-old-news","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/is-the-new-york-times-on-its-way-to-becoming-old-news\/","title":{"rendered":"Is The New York Times on its way to becoming old news?"},"content":{"rendered":"<p><span style=\"font-weight: 400\">Ah, the good old days of print media &#8211; when being the best meant having broad appeal and making your advertisers happy. Traditional print media, though, was one of the first to be disrupted by the digital space and still has the most to lose. Many publications, especially in the newspaper industry, haven\u2019t shifted their culture quickly enough to meet the changing demand and harness the power of digitization. The New York Times Company (NYT) is one of many giants that have suffered from shifting their business too slowly. <\/span><\/p>\n<p><span style=\"font-weight: 400\">In the physical world, NYT could simply provide its customers with quality reporting and monetize this value with subscriptions and advertising. NYT replicated this model when it moved its newspaper online, depending on its brand name to attract customers and advertisers. As a result, it was slow to adopt digital industry best practices. In a leaked 2014 report, the NYT had several strategic and operational issues, including: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">No clear strategy for content personalization on either web or mobile<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Insufficient content tagging to structure data<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Immature digital distribution strategy, including siloed social media teams <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Traditional newsroom culture, leading to underutilization of people\u2019s digital skills and limited cross-functional collaboration and innovation<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Misalignment between content publishing and peak digital traffic hours<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Lacking in quality control between web and mobile sites<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\"><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/staff-digital-first.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-18656 alignright\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/staff-digital-first-166x300.png\" alt=\"staff-digital-first\" width=\"166\" height=\"300\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/staff-digital-first-166x300.png 166w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/staff-digital-first.png 209w\" sizes=\"auto, (max-width: 166px) 100vw, 166px\" \/><\/a>NYT also focused a lot of its core staff on the homepage layout. Even when adding videos to its site, they adopted practices traditional to TV shows rather than online video. Standing in stark contrast were players like The Huffington Post and BuzzFeed, who were able to grow editorial competencies after employing strategies of \u201cdigital first\u201d. The Huffington Post capitalized on the rise of social media to build loyal readers. It used appealing headlines and strong opinions to increase sharing on social media and garner traffic. In fact, The Huffington Post has regularly aggregated and repackaged Times content and outperformed NYT in website traffic on that content. This is especially difficult to digest when you consider that NYT had six times the number of digital customers of The Huffington Post simply because of its brand. BuzzFeed, on the other hand, focused its efforts on using data to build virality from its earliest days. By combining data and social media, BuzzFeed has focused on compelling content and personalized discovery to grow its consumers. In short, instead of focusing on their home pages, BuzzFeed and The Huffington Post focused on organizing data to acquire a user via social media and then enhance click-thrus to other content on their sites. Additionally, both BuzzFeed and The Huffington Post created video content as short-form news or social videos, and again leveraged social media to promote sharing. <\/span><\/p>\n<p><span style=\"font-weight: 400\">To its credit, NYT did invest in some digital transformation initiatives, including: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Data visualization &#8211; as evidenced by development of the D3 Javascript library<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Video content &#8211; adjusting videos to short story format, with increased video content in fashion and luxury <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Long form series &#8211; a distinctive feature for visual and graphical storytelling<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">\u201cStela\u201d &#8211; a predictive analytics platform <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Staff restructuring &#8211; centralized news hub to prioritize news publication on digital platforms <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">NYT still holds a competitive edge as a news site with quality reporting, a position that can\u2019t be understated in a field where consumers value authenticity and neutrality. NYT remains at risk, however, as neutrality becomes less important to readers. One way to address this risk is by experimenting in the newsroom. While journalistic integrity remains critical to readers, NYT needs to find better ways to organize editorial staff so that even writers are intelligently balancing their coverage with reader demands. Furthermore, they need to better employ digital practices and partnerships to engage users on their content. As revenues from advertising continue to fall, NYT should pursue new methods of monetization. One place to invest may be their aging stories. If NYT can better tag archived content and create unique digital presentations, they may see increased demand for accessing or experiencing historical records. A model for revenue-sharing may be on the horizon, as NYT recently announced a partnership with Facebook Live. NYT should find additional revenue-sharing opportunities with other large tech companies that receive the lion\u2019s share of advertising dollars. <\/span><\/p>\n<p><span style=\"font-weight: 400\"><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/mobilead-displays.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-18651 aligncenter\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/mobilead-displays-150x300.png\" alt=\"mobilead-displays\" width=\"150\" height=\"300\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/mobilead-displays-150x300.png 150w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/mobilead-displays.png 204w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/><\/a>NYT\u2019s investment in virtual reality is an intelligent step forward, as subscription growth might increase if they are a first mover in designing compelling news experiences for users. In the short term, though, they need to better leverage social media to distinguish themselves and enhance brand loyalty among millennials.<\/span><\/p>\n<p><span style=\"font-weight: 400\"><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/digitalnewsreport-facebookengagements.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-18654 size-full\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/digitalnewsreport-facebookengagements.png\" alt=\"digitalnewsreport-facebookengagements\" width=\"951\" height=\"296\" srcset=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/digitalnewsreport-facebookengagements.png 951w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/digitalnewsreport-facebookengagements-300x93.png 300w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/digitalnewsreport-facebookengagements-768x239.png 768w, https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/digitalnewsreport-facebookengagements-600x187.png 600w\" sizes=\"auto, (max-width: 951px) 100vw, 951px\" \/><\/a> <\/span><\/p>\n<p><span style=\"font-weight: 400\">The New York Times has a long way to go to become a strong digital competitor. Thus far, it\u2019s brand has helped it remain afloat but as competition grows\u00a0and users continue to be inundated with content, the winners will be news sites that can generate new modes of user engagement and diversify their revenue sources.<\/span><\/p>\n<p>(799)<\/p>\n<p><span style=\"font-weight: 400\">Grossman, Rhys. \u201cThe Industries that Are Being Disrupted Most by Digital\u201d. March 21, 2016. <\/span><a href=\"https:\/\/hbr.org\/2016\/03\/the-industries-that-are-being-disrupted-the-most-by-digital\"><span style=\"font-weight: 400\">https:\/\/hbr.org\/2016\/03\/the-industries-that-are-being-disrupted-the-most-by-digital<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">Ember, Sydney. \u201cNew York Times Co. Reports an Advertising Drop, Though Digital Results Grew.\u201d New York Times. November 2, 2016. <\/span><a href=\"http:\/\/www.nytimes.com\/2016\/11\/03\/business\/media\/new-york-times-co-reports-an-advertising-drop-though-digital-results-grew.html\"><span style=\"font-weight: 400\">http:\/\/www.nytimes.com\/2016\/11\/03\/business\/media\/new-york-times-co-reports-an-advertising-drop-though-digital-results-grew.html<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">Kalogeropoulos, Antonis, Federica Cherubini and Nic Newman. \u201cThe Future of Online News Video &#8211; Executive Summary.\u201d Reuters Institute. 2016. <\/span><a href=\"http:\/\/digitalnewsreport.org\/publications\/2016\/future-online-news-video\/\"><span style=\"font-weight: 400\">http:\/\/digitalnewsreport.org\/publications\/2016\/future-online-news-video\/<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">Rigby, Darrell K. Digital-Physical Mashups. 性视界 Business Review. September 2016. \u00a0<\/span><a href=\"https:\/\/hbr.org\/2014\/09\/digital-physical-mashups\"><span style=\"font-weight: 400\">https:\/\/hbr.org\/2014\/09\/digital-physical-mashups<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">Burns, Ed. \u201cHow the New York Times Uses Predictive Analytics Algorithms.\u201d TechTarget. \u00a0<\/span><a href=\"http:\/\/searchbusinessanalytics.techtarget.com\/feature\/How-The-New-York-Times-uses-predictive-analytics-algorithms\"><span style=\"font-weight: 400\">http:\/\/searchbusinessanalytics.techtarget.com\/feature\/How-The-New-York-Times-uses-predictive-analytics-algorithms<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">pBaquet, Dean. \u201cChanges to News Hub Operations.\u201d Pressrun, New York Times Company. \u00a0October 6, 2015. <\/span><a href=\"http:\/\/www.nytco.com\/changes-to-news-hub-operation\/\"><span style=\"font-weight: 400\">http:\/\/www.nytco.com\/changes-to-news-hub-operation\/<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">Pelberg, Steven. \u201cFacebook Signs Deal with Media Companies, Celebrities for Facebook Live.\u201d The Wall Street Journal. June 22, 2016.<\/span><\/p>\n<p><a href=\"http:\/\/www.wsj.com\/articles\/facebook-signs-deals-with-media-companies-celebrities-for-facebook-live-1466533472\"><span style=\"font-weight: 400\">http:\/\/www.wsj.com\/articles\/facebook-signs-deals-with-media-companies-celebrities-for-facebook-live-1466533472<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">Ember, Sydney. \u201cNew York Times Co. Reports Loss as Digital Subscriptions Grow.\u201d The New York Times. May 3, 2016. <\/span><a href=\"http:\/\/www.nytimes.com\/2016\/05\/04\/business\/media\/new-york-times-co-q1-earnings.html\"><span style=\"font-weight: 400\">http:\/\/www.nytimes.com\/2016\/05\/04\/business\/media\/new-york-times-co-q1-earnings.html<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">Lu, Kristine and Jesse Holcomb. \u201cDigital News Revenue: Fact Sheet.\u201d Pew Research Center. June 15, 2016.<\/span><\/p>\n<p><a href=\"http:\/\/www.journalism.org\/2016\/06\/15\/digital-news-revenue-fact-sheet\/\"><span style=\"font-weight: 400\">http:\/\/www.journalism.org\/2016\/06\/15\/digital-news-revenue-fact-sheet\/<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">Mitchell, Amy and Jesse Holcomb. \u201cState of the News Media 2016.\u201d Pew Research Center. \u00a0June 15, 2016. <\/span><a href=\"http:\/\/www.journalism.org\/2016\/06\/15\/state-of-the-news-media-2016\/\"><span style=\"font-weight: 400\">http:\/\/www.journalism.org\/2016\/06\/15\/state-of-the-news-media-2016\/<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">The Modern News Consumer. <\/span><a href=\"http:\/\/www.journalism.org\/2016\/07\/07\/pathways-to-news\/\"><span style=\"font-weight: 400\">http:\/\/www.journalism.org\/2016\/07\/07\/pathways-to-news\/<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">By<\/span><a href=\"http:\/\/www.pewresearch.org\/staff\/amy-mitchell\/\"> <span style=\"font-weight: 400\">Amy Mitchell<\/span><\/a><span style=\"font-weight: 400\">,<\/span><a href=\"http:\/\/www.journalism.org\/author\/jgottfried\/\"> <span style=\"font-weight: 400\">Jeffrey Gottfried<\/span><\/a><span style=\"font-weight: 400\">,<\/span><a href=\"http:\/\/www.journalism.org\/author\/mbarthel\/\"> <span style=\"font-weight: 400\">Michael Barthel<\/span><\/a><span style=\"font-weight: 400\"> and<\/span><a href=\"http:\/\/www.journalism.org\/author\/eshearer\/\"> <span style=\"font-weight: 400\">Elisa Shearer<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">Holcomb, Jesse and Amy Mitchell. \u201cThe Revenue Picture for American Journalism and How it is Changing.\u201d Pew Research Center. March 26, 2014. <\/span><a href=\"http:\/\/www.journalism.org\/2014\/03\/26\/the-revenue-picture-for-american-journalism-and-how-it-is-changing\/\"><span style=\"font-weight: 400\">http:\/\/www.journalism.org\/2014\/03\/26\/the-revenue-picture-for-american-journalism-and-how-it-is-changing\/<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400\">Benton, Joshua. \u201cThe Leaked New York Times Innovation Report is One of the Key Documents of this Media Age.\u201d Nieman Lab. May 15, 2014. <\/span><a href=\"http:\/\/www.niemanlab.org\/2014\/05\/the-leaked-new-york-times-innovation-report-is-one-of-the-key-documents-of-this-media-age\/\"><span style=\"font-weight: 400\">http:\/\/www.niemanlab.org\/2014\/05\/the-leaked-new-york-times-innovation-report-is-one-of-the-key-documents-of-this-media-age\/<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>NY Times has survived thus far because of its brand name. It will continue to suffer great losses, however, if it doesn\u2019t re-think its business and operating models to compete in the digital economy.<\/p>\n","protected":false},"author":2604,"featured_media":18686,"comment_status":"open","ping_status":"closed","template":"","categories":[2618,2500,2086,2631,2228,787],"class_list":["post-18675","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-digital-age","category-digital-media","category-digital-transformation","category-nytimes","category-print","category-publications"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/digitization-challenge-2016\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Is The New York Times on its way to becoming old news? - Technology and Operations Management<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/is-the-new-york-times-on-its-way-to-becoming-old-news\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is The New York Times on its way to becoming old news? - Technology and Operations Management\" \/>\n<meta property=\"og:description\" content=\"NY Times has survived thus far because of its brand name. 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