Successful New York Times to Redouble Audience Focus

Following rapid expansion of its total reader base, the New York Times is to add three senior positions, including a Newsroom Audience Director, to 'ensure its audience is at the core of its work'.

The paper has doubled its audience in two years to more than 130 million monthly readers, with 2.5 million digital and 1 million print subscriptions, according to third quarter earnings reported on www.mediapost.com .

A memo from four senior editors said the paper has 'more work to do to realize its ambitions of reaching still more people with Times journalism and adding millions of subscribers in the years ahead' - as well engaging more with loyal readers. The company will work on 'developing an even clearer view of who we're going after, how we can best compete for their time and attention...' - with the final aim of showing readers that 'Times journalism is so valuable it's worth paying for'.

The news Newsroom Audience Director will develop a strategy to understand the newspaper's audience and advise on coverage and distribution. Meanwhile an Off-platform Editor and On-platform Editor will oversee programming and distribution across multiple channels. The three will work with existing newsroom teams like Digital Transition, as well as with the Analytics, Research and Newsroom Strategy team; and with Rebecca Grossman-Cohen, VP for Audience and Platforms.

The paper has a history of strong commitment to data and analytics - in February 2014 it hired mathematician Professor Chris Wiggins as its first ever Chief Data Scientist, tasked with creating a Machine Learning division to examine how readers consume its content; and in March last year it acquired social media influencer specialist HelloSociety.

Web site: www.nytimes.com .