updated 10:05 am EDT, Fri October 15, 2010
Will eventually be restricted by pay barrier
Having briefly disappeared from the App Store because of what the newspaper termed a "technical issue," the New York Times Editors' Choice app has instead been replaced. Filling the gap is NYTimes for iPad, a more comprehensive app allowing access to over 25 sections such as Technology, Politics and Science. Within the collection are two special digital sections, Photos and Video; users can also read a collection of blogs.
Other changes include an overhauled interface, for instance allowing people to view slideshows separately or within an article. Push notifications alert readers to breaking news when the app is closed. Some features promised for the future include the ability to save articles, as in the Times' iPhone app.
Access to all sections requires a NYTimes.com account; without one people are limited to viewing Top News, Most E-Mailed, Business and Video. Full access will eventually be closed behind a pay wall, beginning early next year. "When we go to the pay model, there will always be something you can access without having a paid subscription," says one of the newspaper's senior VPs, Yasmin Namini. "Whether it will be the free four sections you get without registering or something different, that's to be determined later. But to access everything in full, a paid subscription will be required."
The iPhone app is likely to switch to a pay model as well. In the meantime, the new iPad app is said to be doing well for advertising support. "We have three advertisers lined up for the launch and we're completely sold out for the rest of the year," notes Denise Warren, chief advertising officer for the NYT Media Group. One of new ads is an elaborate spot produced by Mercedes Benz, which embeds a QuickTime video.