--- title: The NYT’s next era isn’t about news - The Hustle description: As digital consumption rises, The New York Times is evolving into a product company. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1134526894-HS-News-Brief_2022-06-14T234323.812Z.webp --- # The NYT’s next era isn’t about news ![Rob Litterst](https://thehustle.co/wp-content/uploads/2023/01/Rob-Litterst-pic.png?width=48&height=48&name=Rob-Litterst-pic.png) [Rob Litterst](https://hs-sbup.thehustle.co/author/rob-litterst) [Rob Litterst Twitter profile ](https://twitter.com/robbylit) Published: June 15, 2022 Updated: October 11, 2023 Back in the day, the typical *New York Times* subscriber might’ve woken to the sound of a newspaper hitting their front porch. ![The NYT’s next era isn’t about news](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/1134526894-HS-News-Brief_2022-06-14T234323.812Z.webp?width=595&height=400&name=1134526894-HS-News-Brief_2022-06-14T234323.812Z.webp) These days, they’re more likely to wake up to a push notification. As the *Times*’ subscriber base has shifted to digital consumption, the company’s strategy has [adapted](https://www.axios.com/2022/06/14/nyt-ceo-15-million-subscribers-2027?utm_source=newsletter&utm_medium=email&utm_campaign=newsletter_axiosmediatrends&stream=top) as well, per *Axios*. #### **The new strategy…** … is centered around getting existing subscribers to use more of its products, including: - **Cooking,** which has a library of 20k+ recipes, guides, and lessons - **Games,** which has its flagship crossword puzzle, along with Spelling Bee, Tiles, and newly acquired [Wordle](https://thehustle.co/05052022-wordle/) - **Reviews,** which offers access to thousands of *Wirecutter* product recommendations and buying guides - **Sports,** which includes both national and local coverage from *The Athletic* These complementary products are one reason *NYT*’s digital revenue has grown from $400m to $1.1B since 2016. #### **Why bundling?** According to *NYT*’s chief product officer Alex Hardiman, “Multiproduct subscribers pay the most and retain best.” It’s why the *NYT* isn’t the only subscription product embracing bundling. Other recent bundlers are: - **Apple One,** which [includes](https://www.apple.com/apple-one/) music, cloud storage, games, Apple TV+, Apple News+, and Apple Fitness - **The Disney Bundle, **which [includes](https://www.disneyplus.com/welcome/disney-hulu-espn-bundle?cid=DSS-Search-Google-71700000059616273-&s_kwcid=AL!8468!3!574234348458!p!!g!!disney%2B%20bundle&gclid=CjwKCAjw46CVBhB1EiwAgy6M4v94haXybfiz_JTdo2PhnoeFT2FJA4rvprsFC5Yvbg34rcJJSaUd-hoCA8wQAvD_BwE&gclsrc=aw.ds) Disney+, Hulu, and ESPN+ A key to bundling is offering standalone options for each product, so the bundle price looks like a bargain. Which begs the question… #### **… is *****NYT*****’s bundle a good deal?** The collective price of *NYT*’s individual subscriptions comes out to $251/yr. The first year of *NYT’*s All Access subscription costs ~$163, a ~35% discount. Importantly, that discount drops in subsequent years. Whether the bundle is a good deal depends on how much a subscriber uses each product. Having recently passed 10m subs, *NYT* is shooting for 15m by 2027. If the bundling play works, news might become just a small part of the company’s business. 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