Erwin predicts, writes about the future & developments today.

Brand: New York Times

(all brands)

New York Times personalises through LinkedIn contacts

Readers of the American newspaper the New York Times will get a special frame on the technology and business pages. In this frame they'll be offered a special selection based on their LinkedIn profile. (LinkedIn is a social network for business professionals.) Members that are active in the energy sector will for instance receive relevant news from the energy market. Besides that it is also possible to share the news from the New York Times with LinkedIn contacts or to start a discussion with people from the user's personal network.

Future vision by Erwin Van Lun

People are more involved with the world in which they live, extremely involved in the lives of their family and friends, involves with their neighborhood, involved with their town, slightly less involved with their state and even less with country’s and world politics. Of the first they want to know everything, of the last just the headlines and between those a bridge. By personalizing the news the NY Times is a step closer to this. After this all sources will get their turn, different opinions will get their turn, or we can even create our own news. Then a newspaper (call it an example of ‘the media’) will no longer determine what the news is, but the people. The NY Times facilitates that and this is a good step in that direction.

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Your personal New York Times

New York Times with MyTimes make it possible not only to personalize the New York Times, but even to add external sources. Thus news coaching brands further develop. Now we personalize content. Later New York Times look over our shoulder to see what we find interesting. First, they will look at how long you watch a web page, based on the time between clicks, later they will use eye-tracking (are you really looking at the content, or are you distracted by a banner or a phone call, or are you not at your computer any more), and even later NY Times will 'read' the emotions off your face. Brands will get better and better in selecting text, audio or video content we are interested in. This however goes step by step.

Free access to New York Times archives

The New York Times archives until 1988 have recently become freely accessible (sc, Dutch). In the economy developing now, the experience economy, information is free. Everything that is general will be freely accessible for anyone, anywhere in the world, and in all possible languages. The art won't be to gather more information, but to select the right information for the individual, and through that reduce the 'information stress' to a minimum. An art coaching brands will understand very well, and for which people will be more than willing to pay.

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New York Times publishes articles

The New York Times has published its enormous article archives. All pages with good titles, descriptions and a perfect internal linking structure. Brands are becoming more and more open. It's no longer about information (something which is more and more often easily available to everyone); there is no more lack of information and with that the economical value of information has disappeared. It's more and more often about the selection of information (and products, services, experiences) tailored to the individual. That's the field of coaching brands. In this way the New York Times can grow into a news coaching brand.

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