CASE STUDY

Integrated Case Study Analysis



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Executive Summary

This case is about a newspaper called “The New York Times Paywall”. It was launched in the year 2011 in Canada. It belongs to a very famous website that almost every individual knows about that is, nytimes.com. This website was free for the readers earlier except in the years 2006 and 2007. In these two years Times Select was launched but then later discarded. Ever since it became online it has been struggling to maintain its profitability in the online medium. They were keen to see how would be the reaction of the public on the creation of paywall at the most famous news site in the United States. In the year 2011, they restricted their website. All the readers who wanted to read it had to pay a fee for it for reading online. Readers who surpassed the designated free quota of 20 articles for a month were regulated to a website page where they could buy an advanced membership. The New York Times thought that this is the way they can maintain their profitability. When in the year 2011 it restricted its website where most of the news was protected behind a paywall. Readers who went up the limit of 20 free articles every month had to pay for a digital subscription or a print subscription. It has been observed that the newspaper industry has been suffering from the decline in revenues and the evolution to digital media was not easier to navigate. For the newspaper industry, the revenues from advertising online were not enough to replace the loss of print revenue. Hence; many publishers started charging readers for content. The newspapers and content makers were in general exceptionally intrigued by comprehension if transitioning to the paywall at the most prevalent news site might succeed, and if it could turn into a blueprint for future achievement as a sustainable business model. There were some challenging issues to analyze in verifying the digital method for The Times. The problem that arises here is that whether the consumers will remain engaged in spite of the fact that the content is protected by a paywall. Will the advertisers also react positive towards this which means charging the readers? Will the readers value printed version or the digital one or both? The Times had numerous decisions in planning the paywall, incorporating confirming the digital substance, price, and also how to interface with secondary news websites readers like blogs that presented links or connections on news articles. This report's analysis would be carried out using secondary research and data that is through literature reviews and existing articles based on the New York Times Paywall. The reason of this report is to learn and see how firms market their products and in turn maximize their revenues. In this case we will see what strategy the New York Times adopted to maintain its profitability was the approach right for them or not and what are the major problems and ...