![]() ![]() The campaign inspires home cooks of every level to make delicious meals every day.Īmanda Rottier, general manager of NYT Cooking, said, “NYT Cooking has become the only resource home cooks need for great recipes and well-researched food journalism. With that in mind, The Times is introducing a new marketing campaign for NYT Cooking. As Sam Sifton, an assistant managing editor at The New York Times and the founding editor of NYT Cooking, wrote in a recent edition of his “What To Cook” newsletter, “if you’re looking for glimmers of grace and goodness amid, start in the kitchen.” There is still joy to be found in the day to day, and in cooking. We know that this new year calls for hope and possibility. As of Q3 2020, NYT Cooking had nearly 600,000 subscriptions. For the holiday season of November and December 2020, NYT Cooking played host to over 31 million unique users. In 2020, Cooking attracted 113 million users to its recipes, guides and collections, an increase of over 40 percent compared to 2019. Cooking helped hundreds of thousands of home cooks prepare lunch at home, inspired them with easy baking recipes, and delighted them with amazing slow cooker recipes, to name a few. People from around the world turned to NYT Cooking in record numbers for recipes, advice and inspiration that made their time in the kitchen easier and more enjoyable. NYT Cooking helped readers find joy in preparing food, in trying new recipes and in conquering (and delighting in) the challenge of cooking with what’s in your pantry. In 2020, life changed for nearly everyone, creating everyday challenges that The Times helped readers work through. Every day, NYT Cooking offers users thousands of the best recipes, handy tips and other bursts of inspiration to help them become better and more confident cooks. In Q1 2023, The New York Times Company surpassed 3 million subscribers who were paying for a bundle (which includes access to the Times’ core news and standalone Cooking, Games, Wirecutter and The Athletic products) or multi-product subscription plan, thanks to about 520,000 new digital-only bundle and multi-product subscribers in the quarter.When we launched NYT Cooking, our goal was to address a simple and specific need for our readers: what should I cook? Though the world may look and feel different today than it did when we started, our mission has stayed the same. The company now has over 9 million digital-only subscribers, though it does not break out data on how many subscribers are specifically subscribed to Cooking. The New York Times is marketing its new emoji text line with billboards in states like Michigan and Washington (for in-season cherries and corn, respectively), events and posts on its social accounts.ĭespite recent reports that subscriptions to news organizations have stalled in the past year, The New York Times Company has continued to grow its subscriber base, adding 190,000 digital-only subscribers in the first quarter of this year. However, it will also require “significant outreach” to introduce audiences to this initiative, he added. ![]() “If a user voluntarily texts NYT Cooking, this is a strong signal of propensity to engage pay and reduces friction for the user getting the recipe they are after,” said Arvid Tchivzhel, svp of product at subscription management and customer data analytics firm Mather Economics. The hope is to ultimately convert newly introduced readers into paid subscribers, who pay $5 a month or $40 a year for a subscription to NYT Cooking. And they want to get more free and simple recipes in front of readers - such as with free seven-day and 14-day trials, and now with the emoji text line. The team is working on cutting down the number of ingredients and steps in some recipes. The overarching goal is to “simplify as much as we can,” Velasquez said. There are a couple of ways NYT Cooking is responding. ![]() The team was hearing from readers that Cooking recipes were too hard to make and had inaccessible ingredients, Velasquez explained, so it became clear that they had to highlight easier recipes to both draw new subscribers in and retain those who are already paying. The focus for NYT Cooking’s team this year has been “easy to find, easy to make,” Velasquez said. This text line is part of a broader strategy at NYT Cooking. For the text line, The New York Times is working with text messaging platform Subtext, which also works with other publishers like Condé Nast and USA Today Network. It’s also a way to appeal to the younger audiences NYT Cooking is trying to target, such as millennials. ![]() Why emojis? Velasquez said it’s a “fast” and “playful” way to communicate with NYT Cooking and to simplify the process of finding summer recipes. ![]()
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