As The Wall Street Journal bangs on the door of The New York Times‘ home base, the Times is mounting a counteroffensive into local markets across the country.
The Financial Times is reporting that the NYT has entered discussions to expand to provide regional coverage in five areas of the U.S. Eventually, the paper wants to provide local news for 10 to 15 markets, the FT reports.
It’s possible that the paper’s enhanced regional coverage is a response to the Journal and fellow News Corp. paper The New York Post‘s aggressive slashing of ad rates, a move widely perceived as an effort to eat into the Times‘ ad-client base. But that’s not what New York Times media group president Scott Heekin-Canady told the FT:
Some advertisers courted by News Corp told the Times that the Journal’s New York edition was cannibalising advertising revenue at the New York Post rather than siphoning their ad dollars from the Times, Mr Heekin-Canedy said.
Writing for paidContent, Ken Doctor points to the relative strength of the Times‘ circulation revenue — up 3.5% in the first quarter as overall revenue declined.