New York Times’s Martin Nisenholtz on the subscription pricing

Kafka:Why charge different prices depending on the screen — laptop, smartphone, iPad, etc — your subscribers use to read the Times? Netflix charges one price and that seems to work well for them.

Nisenholtz: We built the pricing architcture off of the research as well. We basically found a greater willingness to pay among iPad users. We see iPad app users spending much much more time with our brand than either Web users or smartphone users. So the more you use it, the more you value it.

This pricing research was very clear from a consumer perspective. It was not built off of what we charge for the paper, or what we think we desrve, or anything like that. It’s what our loyal users said they would be willing to pay.


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