The Future of the New York Times, Term Paper Example

What it takes to Improve Readership in the Middle of Digital Age

New York Times is one of the most read newspapers in the United States both in the online website and in physical written paper. Relatively though, during the past few years of operation, New York Times has undergone a rigid decrease in sales due to the lessening of advertisers who have trusted the system of marketing that New York Times handles. Relatively, it could be realized that the website competition that New York Times have with other publishing companies operating online has made it possible for New York Times to undergo a specific turn of event in the process of marketing products by the administrators of the company. Apparently, their marketing approaches have been proven weaker compared to other publishers [both online and on printed publications].

At present, the news publishing company handled by the Ochs-Sulzberger family specifically hopes to increase sales through increasing readership. Getting more people to read the material is then an important part of the competition that the company needs to deal with. Relatively, the digital age serves another aspect of competition for the organization. With proper management of resources and proper research, New York Times is expected to develop a more competitive stance against its competitors in the market both online and in the natural traditional market.

Some of the common and most important elements of success in the publishing market include capturing what the people want to know and want to be informed about. To know about these interesting points, marketers should be able to handle determinable research that would provide data that would indicate specific points of issues that the people would actually give attention to. Relatively, knowing these points of interest would allow New York Times to create news sections that are dedicated to such information that would be different from the special magazines that the company produces.

Along with the extra information dedicated to the interest of their readers, these sections could further introduce the independent magazines that the company publishes thus increasing readership on those publications that they release for the pubic to appreciate. Notably, people are able to give attention to maters that specifically interest them. Making the presentations more informative compared to the online magazines that take the same approach of sharing information to online readers would be a better course to take.

Adjusting the pricing schedule for the magazines and the broadsheet released by New York Times is a more effective approach to consider in the desire of increasing readership. Inviting regular readers to develop interest in getting subscription packages offered by the company shall better define the regular source of profit by the company. Lowering the price tag of the subscription packages offered by the company would best define the desire of the organization to reach out to more readers [who may not even have access to online reading options yet]. Making sure that the price-rate desires of the target market are met would increase the possibility of New York Times to increase its popularity rate among readers in the printing industry.

The concept of increasing the marketing capacities of New York Times should also be a part of the developmental approaches needed to be undergone by the company. To do this, it is important for the marketers to research on new ways to improve their marketing strategies. Lowering rate packages for the marketing options offered by the company to target marketers is expected to attract more companies to take the option of determining their marketing options with the partnership that they could establish with New York Times.

News, features, editorials and other types of information shared by the publishing company are the main products that define the reputation of New York Times. Hence, to increase readership, these are the primary elements that should be assured by the company to keep high in relation to quality and scope of the information the publisher aims to share to the organization. Notably, it could be understood that with such assurance and continuous develop of operations dedicated to quality identification of the product shared by the organization to the public, increasing readership would still be a possible option for the company to take into account.

In conclusion, the desire of New York Times to increase readership is doable. With the determinable process of developing the marketing approaches of the reading material with the use of extensive research and recreating the platform of information presentation the company uses, the paper is expected to gain the interest of new readers in the market. Given the challenge of the digital age, it could be understood that somehow, New York Times could take the option of making a distinct turn of strategies especially in making sure that the marketing needs of their clients to be responded to accordingly. The extensive process of redesigning the working strategies of the company may be a huge step to take, however, if it does increase the readership popularity of the organization, such change could be considered necessary and reflective of the main goal of the organization to become more effective in the industry they are aiming to make a popular name in. Knowing the attitude of the new market and processing development according to such adjustments of the people they serve, New York Times would be able to create a distinct change on the way they are accepted by the people.

References

Sulzberger, A. The Future of the New York Times. BusinessWeek, January 17, 2005, 64-72.

Lee, E. (2013). New York Times Sales Rise as Readership Makes Up for Ad Drop.http://www.bloomberg.com/news/2013-10-31/new-york-times-results-surpass-estimates-as-print-ads-improve.html. (Retrieved on May 26, 2014).

Okrent, Daniel (July 25, 2004). “”Is The New York Times a Liberal Newspaper?” (Public Editor column)“. The New York Times.