
If TV networks like CNN and CBS are happy with the higher ratings and advertising revenue that Donald Trump has brought them, they aren’t the only ones benefiting from his ascent to power. The New York Times has also seen a dramatic increase in paying subscribers since the election, and that is helping keep the company afloat as print continues to decline.
According to CEO Mark Thompson, the newspaper added more digital subscribers to its paywall plan in the last three months of 2016 than it did in all of 2013 and 2014 put together. That’s 276,000 new sign-ups, to be exact, and those additions pushed the paper’s digital subscribers to over 1.8 million.
Unfortunately for the Times, while digital subscriptions are growing, print advertising— which still generates the lion’s share of the company’s revenue, although a smaller proportion than in the past— is still in free fall.
In the most recent quarter, revenue from print ads fell by a whopping 20%, and the paper has seen similar double-digit declines every quarter for the past year or more. In 2016 as a whole, print ad revenue dropped by 16%. This is what Thompson described in a comment to his own paper as the “significant headwinds” the Times is facing.
Note: This was originally published at Fortune, where I was a senior writer from 2015 to 2017
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