The New York Times Finds Print-Like Engagement with New “Reader”

By on 05/15/2009 8:11 AM @beet_tv

NEW YORK – While readers of the print version of The New York Times spend an average of 40 minutes a day, visitors to the Web site (a vastly bigger number) spend just 30 hours minutes per month.

The company's Times Reader is finding time spent is similar to the print experience, Rob Larson, VP of Digital Production, told Beet.TV in this interview taped at the paper's offices earlier this week.

As time spent is critical for advertisers and subscribers, this engagement number could be a significant development for online monetization of newspapers and magazines.

There has been quite a lot of buzz about the Amazon Kindle and other new electronic devices for "paper like" digital reading.  However, the Times Reader is not a new piece of hardware, but a "hybrid" software implementation empowered by Adobe's AIR.

Consumers download a free application to their desktop and synch with the latest New York Times when they are connected to the Web.  They can  read it while connected and receive updates, or go offline and read it when they want. An abbreviated edition is free and a full download is $3.45 per week, free if you have home delivery of the print edition.

AIR integrates the dynamism of the Web with quality experience of a
desktop application  Last September on the MIT campus,  I interviewed
Adobe's CTO Kevin Lynch who speaks about AIR. You will find my interview below.

The Times Reader 2.0 went public on Monday.  We really like the quality of the printed word, the multimedia elements and  the organization, which seems to open up the paper to an experience akin to going through pages of the printed edition.

The videos in the Times Reader look very good, but you can't watch them on the go as they are streaming Flash files and do not reside locally.  You need to stay connected.

Andy Plesser, Executive Producer

You can find Beet.TV on the Huffington Post.

Recent Videos
image
Rocket Fuel Touts “Mission Control,” Self-Service Programmatic Platform for Agencies

LONDON  –  Rocket Fuel, a leading programmatic ad buying platform, is expanding Mission Control, its  self-service solution for agencies, explains David Nelson, European Product Director, in this interview with Beet.TV Nelson also talks about the implications of the California company’s recent ...

image
How Interactive and Programmatic Can Fit Together, SMG’s Tom Fryett explains

LONDON –Interactive video formats and programmatic buying can be layered together to help brands better reach consumers across screens, says Tom Fryett, Video Associate Director, at Starcom MediaVest Group, in an interview with Beet.TV. Interactive formats can drive engagement, while data can help ...

image
AOL Readies Slate of Web Original Video for the U.K.

LONDON  – AOL has been expanding its video offering via its web originals and its distribution play across screens.   This initiative is expanding internationally as  AOL readies a slate  of Web original premium video for the U.K. market, says James Harris, Agency Lead, International, in this ...

image
Xaxis’ Ad-Synch Product Rolls Out in Nine Markets: “It Captures the Imagination of our Clients”...

LONDON – It’s a bit like finding the “lost GRP,” says  Caspar Schlickum, CEO of Xaxis EMEA, explaining the value of the agency’s new ad-synch product, in this interview with Beet.TV He says that the platform serves synched ads to  multiscreen viewers, many who reach for their ...

image
Rubicon Taps Global Publishers’ “Demand for Greater Efficiency”

LONDON –  The Rubicon Project, the Los Angeles-based adtech firm, has been rapidly expanding globally as publishers demand greater efficiency in managing their ad sales, says Jay Stevens,  GM for International, in this interview with Beet.TV    Rubicon helps a number of big global publishers ...

image
Data Can Be Used as a ‘Consumer Fingerprint’, SMG’s Simpson

LONDON — Data is rooted in numbers, but the use of it is most effective when brands view data as a “consumer fingerprint,” says Steve Simpson, Exec VP and Global Managing Director of Digital Strategy, Data and Analytics at SMG, in an interview with Beet.TV. “Think about it as a ...

image
Vice Sees Huge Upside for News Operation, Brian Dietz Tells Beet.TV

In just the past six month, Vice has become “one of the biggest newscasts in the country and possibly the world,” says Vice SVP for sales Brian Dietz in this segment on Beet.TV.  Dietz tells our Ashley Swartz that Vice news has some 650K subscribers on YouTube and has had 70 million videos ...

Ashley Swartz, Furious Minds 2
VOD Could Shepherd More Programmatic Buying in TV, Ashley Swartz

Video-on-demand inventory is the next logical entry point for programmatic style advertising into linear TV, says Ashley J. Swartz, CEO and Founder of Furious Minds, in an interview with Beet.TV. “VOD is the first inventory that will come online for dynamic ad insertion,” she says. “The ...

image
Razorfish Media Chief Kathuria on Scale, TV Dollars, and Big Data

Moving TV dollars to online remains a challenge says Vik Kathuria, Global Chief Media Officer at Razorfish in an interview with Beet.TV. “It’s very hard to find an apples to apples comparison in terms of TV money and where to move it. If you are a TV buyer, you want to scale. To effectively move ...

Steve Parker, SMG UK
Programmatic Poised to Impact TV Buying, SMG’s Steve Parker says

LONDON — Programmatic advertising not only has the potential to influence digital advertising, but also TV, says Steve Parker, co-CEO of Starcom MediaVest Group in London, in an interview with Beet.TV. “What we’re learning around programmatic video allows us to transform our relationship ...

image
More Agencies to Launch Private Exchanges, Zenith’s Zilberbrand

As programmatic buying expands, look for agencies to build more private marketplaces in the next 12 to 18 months, says Julian Zilberbrand, EVP Activation Standards, Insights, & Technology at ZenithOptimedia Group in an interview with Beet.TV. That’s because private exchanges provide an ecosystem ...

image
Programmatic TV Buying on the Horizon

Programmatic advertising has flourished digitally, but in time it will spread further to TV, says Brendan Condon, CEO of Media Property Holdings, which operates like an ad network but for TV buying by aggregating TV spend across multichannel video providers, syndicators and local broadcasters. But there are ...

loader