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New York Times bundles Spotify service with digital subscription to boost readership

The paper recently surpassed 3 million paid print and digital subscribers.

New York Times Co., looking for ways to persuade readers to pay for news, is working with Spotify Ltd. to give new digital subscribers to the newspaper free access to the world’s largest music-streaming service.

Readers who buy one-year online subscriptions to the Times will also get unlimited access to Spotify’s premium service, which costs $120 annually, the companies said Wednesday.

The odd-couple partnership—a 165-year-old publisher and a hot internet company that disrupted the music industry—is a natural fit, said  Meredith Kopit Levien, the Times’ chief revenue officer. The two companies will promote the joint-subscription offer on their platforms and team up on digital advertising, Levien said.

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