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Microsoft and New York Times unveil new online reader

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According to the Microsoft issued press release the New York Times developed Times Reader (shown above. Image source: Microsoft) will greatly enhance online readability of NYT content. The release claims the reader has a newspaper look and feel with continual updates and other online benefits.

“The Times Reader is a great next step in melding the readability and portability of the newspaper with the interactivity and immediacy of the Web,” said Arthur Sulzberger Jr., chairman of The New York Times Company and publisher of The New York Times. “We continually look for new ways and the latest technology to deliver our distinctive brand journalism to satisfy our audience’s changing expectations for consuming media.”

This announcement by Microsoft and the New York Times connects two very strong businesses for mutual benefit. Kudos to them. While it will encourage some to remind us that newspapers have a bright future, the reality is that Times Reader is offered as candy, to move offline consumers online. By enhancing the consumer experience of the New York Times branded content online people will make the transition from printed page to online. Given Sulzberger’s previous comments, this has to be his holy grail. Makes sense.

From a selfish Australian newsagency perspective, where more than half my current foot traffic is for newspaper purchases, I’d like to sell prepaid access to newspaper websites and thereby help the transition. It’s better to ride the wave for a bit than be dumped early in the roll. In the meantime I and others continue to evolve our retail newsagencies in response to the changing world. Unfortunately we’re in the minority.

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