To drive subscriptions, The New York Times is using a startup KeyWee, which uses natural language analysis to find keywords in articles that are likely to be relevant to potential NYT subscribers and then buying sponsored Facebook posts targeted with those keywords. Once those readers are on the site, NYT targets them with articles designed to lead them to a subscription, with “subscribe” buttons and reminders that they’re reaching the limit of free articles a month allowed by the paywall. NYT director of audience development Mat Yurow says: “It’s a little like a Facebook hack. But I think it’s a smart marketing play. It’s unlocking those audiences nobody else is thinking about.”
The post How NYT uses KeyWee to find new subscribers on Facebook appeared first on American Press Institute.
from American Press Institute http://ift.tt/1f4PF1P
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