Apr 06 2010
The Times reader attempts to change newspaper comsumption
I was checking out the New York Times to see if their new media facilities have changed since the last time I visited the website. Thinking back, it was the first newspaper in my memory where I experienced innovative reporting techniques with the use of multimedia. Well, it seems the Times is looking to set the bar higher again, and this time, it comes in the form of a stand-alone package – the Times Reader.
The main difference between the website and this new product is that the latter will charge a subscription fee and will only require a one-time download to view an entire issue rather than constant internet connectivity. These are two big differences.
Rather than setting up a paywall like the Wall Street Journal, which critics have said is an uphill battle in convincing readers to pay for something they expect to get for free, the Times has opted to create a brand new product instead. It is priced at $4.62 a week. Right off the bat, I find it quite strange. Similar to how the online component competes with its own print edition, this news Reader competes with online. I don’t understand how this new investment is supposed to increase their market share when it seems to be targeting its own existing customer base. I make this assertion because the features of the Times Reader attempt to make up for the weaknesses of online edition. But how will this attract more readers? Wouldn’t this new product draw online traffic away from the website? Readers aren’t going to change their existing choices to download this newsreader, before they’re convinced that the Times’s content is superior to the publications they’re already reading.
One important consideration is whether the Reader will contain any advertising. If not, I don’t understand how this would be economically viable for the publishing company behind the Times. I can’t imagine they can rely on subscription fees alone to support this endeavour, especially when it may be drawing traffic away from the website. But on the other hand, this could be a smart business move as it puts less reliance on advertising, an industry that took a huge hit in the aftermath of the financial crisis and which saw the bottom line of many newspapers approach precarious levels.
When it comes to usability, the format of the Reader is an interesting one. There are many things to consider here, and the first is the fact that it may be easier to use by doing it away with the need for constant internet connectivity. Readers can download the latest issue of the Times before they leave the house, and read at their leisure on the train, bus, or in a car pool ride on their commute. From what I can see of the introductory video, the Reader also offers a more intuitive layout and interface to read the paper. With this downloadable program, Adobe Air, the Times’ content no longer has to adhere to the html format which allows for more visual possibilities.
Though the Times Reader offers some interesting new features, and is a completely new concept in news consumption, I am still skeptical. I’m just not sure how a product which divides the Times’ existing customer base is a step forward. In fact, it’s a product that competes with one of the premier news websites in the world.





