The company now has over 9 million digital-only subscribers, though it does not break out data on how many subscribers are specifically subscribed to Cooking. The New York Times is marketing its new emoji text line with billboards in states like Michigan and Washington (for in-season cherries and corn, respectively), events and posts on its social accounts.ĭespite recent reports that subscriptions to news organizations have stalled in the past year, The New York Times Company has continued to grow its subscriber base, adding 190,000 digital-only subscribers in the first quarter of this year. However, it will also require “significant outreach” to introduce audiences to this initiative, he added. “If a user voluntarily texts NYT Cooking, this is a strong signal of propensity to engage pay and reduces friction for the user getting the recipe they are after,” said Arvid Tchivzhel, svp of product at subscription management and customer data analytics firm Mather Economics. The hope is to ultimately convert newly introduced readers into paid subscribers, who pay $5 a month or $40 a year for a subscription to NYT Cooking. And they want to get more free and simple recipes in front of readers - such as with free seven-day and 14-day trials, and now with the emoji text line. The team is working on cutting down the number of ingredients and steps in some recipes. The overarching goal is to “simplify as much as we can,” Velasquez said. There are a couple of ways NYT Cooking is responding. The team was hearing from readers that Cooking recipes were too hard to make and had inaccessible ingredients, Velasquez explained, so it became clear that they had to highlight easier recipes to both draw new subscribers in and retain those who are already paying. The focus for NYT Cooking’s team this year has been “easy to find, easy to make,” Velasquez said. This text line is part of a broader strategy at NYT Cooking. For the text line, The New York Times is working with text messaging platform Subtext, which also works with other publishers like Condé Nast and USA Today Network. It’s also a way to appeal to the younger audiences NYT Cooking is trying to target, such as millennials. No cancellations are allowed during active subscription periods.Why emojis? Velasquez said it’s a “fast” and “playful” way to communicate with NYT Cooking and to simplify the process of finding summer recipes. Please note: A subscription to NYT Cooking does not include access to any other New York Times products, including but not limited to, mobile news content and other apps. Any unused portion of a free trial period, if offered, will be forfeited when you purchase a subscription to that publication, where applicable.įeedback? Suggestions? Problems? Please contact us from within our app settings or at Your feedback is important to us and we’ll do our best to assist you. You can turn off auto-renew at any time from your iTunes account settings. Your subscription will automatically renew each month or year 24 hours before the end of the current period, and your credit card will be charged through your iTunes account unless auto-renew is turned off at least 24 hours before the end of the current period. Your payment will be charged to your iTunes account at confirmation of purchase. Annual NYT Cooking subscription: $39.99. Monthly NYT Cooking subscription: $4.99. Get advice from home cooks on ingredient swaps and more, or leave your own tips.Įxperience high-resolution photos and videos on a larger screen, keep multiple windows open and drag and drop recipes into folders in your Recipe Box. This makes it easy to find your next meal. Save your favorite recipes here, and organize them into personalized folders for easy access.įollow recipes easily on a screen that won’t go dark.įind recipes by diet, cuisine, meal type and more from our database of over 20,000 recipes.Ĭhoose the recipes you plan to cook, then organize the ingredients into one list.ĭiscover recipes, videos, techniques and tips for novices and experienced home cooks.Įnjoy suggestions based on the recipes you’ve saved. Subscribe in the app, or if you’re already a NYT Cooking subscriber, log in for unlimited access to our recipes and much more. Search thousands of New York Times recipes and organize your favorites so you can cook for anyone, anytime. Make your time in the kitchen easier with the NYT Cooking app.
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