The NYT Company Has 406,000 Paid Digital Subscribers

And the Times company brought in an operating profit of $106.7 million, compared to $116 million a year ago.

The 406,000 figure includes the paywall at the New York Times but also subscribers to as well as the International Herald Tribune. The Globe by itself, the Times company reported, is drawing about 16,000 digital subscribers.

It’s still unclear how many of those subscribers have paid an introductory rate, which at both and is 99 cents for the first four weeks. Personal experience shows that the Times digital circulation department is willing to extend those 99-cent promotional offers at least once.

Even still, if that means the paywall is bringing in $400,000 a month, that isn’t bad.

On to the rest of the earnings report:

The Times’ ad revenues were down 7 percent overall, though up 5 percent in digital. Ignoring the About Group, where revenues fell 25 percent, ad revenues were down only 5 percent. Circulation was up, thanks to “an increase in new orders and improved retention following the launch of its digital subscriptions.”

Digital now makes up 14.8 percent of the Times’ overall revenue.

Publish date: February 2, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT