Category: In the News

There are a few major components to The New York Times’ digital subscription growth strategy: reaching new subscribers, improving retention, and increasing subscription revenue.

The strategy in the immediate is centered around a new subscription tier, launching today, Ben Cotton, The New York Times’ head of subscriber growth, told Digiday.

The New York Times will begin offering a family subscription on Monday, allowing up to four people (they can be friends, too) to join one plan to get access to news and non-news products (such as Games, Cooking and The Athletic). It costs $30, $5 more than an All Access subscription to the Times. Existing subscribers can also upgrade to this plan.

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Rising CTV ad spend, investment in retail media networks and a retreat to safe bets like paid social amid an unstable economy are some of the biggest storylines occupying the marketing foreground right now.

In the background, they’re also contributing to the end of CPG advertisers’ long-term reliance on the third party cookie.

The industry’s transition away from the cookie slowed, but hasn’t stalled following Google’s retreat from deprecation. Forrester’s Q2 2025 Pulse survey found that 35% were reconsidering spending on cookie alternatives in response to Google’s cookie deprecation walkback — but  53% expected to maintain existing ad spend, while continuing cookieless experiments or investments this year.

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