N.Y. Times seeking profits in e-commerce
As media companies increasingly look for ways to boost profitability, the New York Times is leveraging its brand recognition by launching an overhaul of the New York Times Store.
The store is the online destination for shoppers seeking New York Times branded merchandise. But the new store will also sell personalized products that are curated for and recommended to each individual shopper, in addition to bestsellers like classic photography, newspaper reprints, sports memorabilia and books, as well as a wide selection of autographed and historical items.
“The New York Times Store has been an online destination for classic photography, personalized gifts, sports memorabilia and collectible items for many years,” said Michael Greenspon, general manager, News Services and International, The New York Times. "The new store offers the same high-quality products that shoppers love, plus a number of new specialty items and e-commerce features that enhance the online shopping experience across platforms."
In its first major redesign since its launch in 1998, the New York Times Store now features a refreshed visual identity and logo that reflect the styling of NYTimes.com, as well as a responsive design built for optimal shopping across all platforms.
In addition, registered NYTimes.com users can use their existing login information to seamlessly shop and purchase from the Store without leaving NYTimes.com.
To mark the relaunch, the New York Times Store will offer free shipping on any orders of $50.00 or more on purchases made January 16 - 31, 2015. The New York Times Store will also offer shoppers an exclusive limited edition New York Times mug for $12.00 and a New York Times tote for $18.00 while supplies last.
Like many other media companies, The New York Times has struggled financially. In 2014, the company had a round of layoffs. A series of new products, including an opinion app and a news app, did not generate significant immediate revenue, though the number of digital subscribers rose further. And declines in lucrative print advertising continued.