With the New York Times erecting a “pay wall” around their online section, many web enthusiasts are crying foul at the venerable paper’s decision to abandon the online modus operandi of making information free.
But 200,000 of the Times’ best customers will be eligible for free access (worth about $150) thanks to Lincoln, which is sponsoring the program as part of its corporate communications strategy.
“We’ve been spending a lot of time with our media partners looking for ideas,” Connie Fontaine, manager of U.S. Lincoln marketing communications, told Advertising Age. “Our brand is one that has a lot of great news and a lot to say but isn’t always heard. The Times did bring us this idea and we thought it was really relevant to the brand for a lot of reasons. The type of reader we’ll be able to engage through this program is a thought leader.”
Lincoln feels that the people interested in the online section of the Times are the same kind of customers who would be interested in a new Lincoln – as opposed to the old guard print crowd who may err towards a Town Car, specifically a chauffeured black example. As for the Times, well, 200,000 digital subscribers is a drop in the bucket considering their readership numbers, and with any luck, the program will be mutually beneficial for both parties.
[Source: Advertising Age]