The continuously transforming company that is the New York Times has added another product to its portfolio of news and information: NYTNow. The iphone/i-touch only app is available starting today and looks to increase the NYT brands market share of Millennials on mobile devices. A major feature that sets NYTNow apart from other Times digital properties is its curation of news from outside sources, chosen by the news team with the goal of being interesting and digestible. Serving up 30-40 articles per day which are succinctly prepped for the NYTNow generation, the morning and evening ‘briefings’ function as quickly consumed content.
I downloaded the app today and it was extremely sleek and user-friendly, with a mobile responsiveness that makes swiping from story to story seamless. I could read the daily briefing in a couple minutes or delve deeper into the full articles. The ability to save stories to read later or to share via text, email or social was also incredibly easy. Not to fluff it too much, but the NYTNow experience felt vanguard, intuitive and still enriching with quality content, certainly a cut above any other summary style news app I’ve encountered.
The user can access 10 articles for FREE/month; they will have to subscribe to the app to satiate their appetite for more full articles. With a combination of Times edit and curated external content, the Times team is seeking the app worthy $8 price tag/month. In a sea of free and 99 cent apps, some critics are skeptical, but the Times stands by its decision, backed by months of research and focus groups. “No one else doing news apps right now has that same level of experience, talent, and editing know-how…[the audience is] IS going to delight in the presentation and in the fact that we’ve really developed a strong sense of what the mobile reader wants…they believe in the New York Times and trust that we’re there.”
I’m eager to see the Times’ new vision pave the way for the industry, this time pioneering a new mobile newsroom for my generation.
Read what digital news leader Buzzfeed is saying about the app.