New York Times subscriptions – additional information
New York Times Company's digital-only subscriber number passed the one million mark in 2015. The number of New York Times digital subscriptions, which has been steadily rising since the company implemented its pay wall in 2011, reached the highest figure to date in the second quarter of 2018. The New York Times Company is an industry leader not only in digital platforms, but also in regards to traditional newspaper circulation. As of the first quarter of 2016, the New York Times had the second highest newspaper circulation in the world.
The New York Times' digital subscription model is leading the way in the publishing industry. As many newspapers and magazines have been struggling with low circulation in the last few years, paid content in digital formats is one of the solutions to make the business profitable. By 2021, U.S. publishers are predicted to generate about 2.1 billion U.S. dollars in revenues from the sales of digital replica editions, also called e-Paper.
Traditionally, advertising has been one of the main sources of revenue for the newspaper industry. In recent years, newspaper advertising expenditure has been consistently declining, pushing newspaper companies to diversify its sources of revenue. For example, more than 60 percent of the New York Times Company's revenue in 2008 was generated by advertising. This share dropped to around 30 percent in 2016.