As New York Times (NYSE:NYT) sees digital advertising declines in past quarters, the company is rolling out new initiatives in the mobile space to increase user traffic and engagement. The latest one is an iPad app called The Collection, [1] which aggregates all fashion journalism from NYT’s extensive resources, including NYTimes.com and The International Herald Tribune (IHT). NYT competes in the online advertising space with companies like AOL (NYSE:AOL) and Yahoo (NASDAQ:YHOO).
NYT Can Benefit From Increased Integration and Higher Engagement
The Collection app has two distinct advantages over traditional journalistic means for NYT. Firstly, the seamless integration between coverage from NYTimes.com and IHT should provide users with a sole & comprehensive source for their reading needs. Secondly, somewhat similar to the Kindle Fire model, content is being provided for free till the end of this year, following which users would need to subscribe to the service. If The Collection is warmly received in the coming one month, NYT could see some upside to its digital subscription rates as well.
We currently have a price estimate of $7.50 for NYT’s stock, which is around 5% above the current market price.
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