The New York Times goes out-of-home
The New York Times is hoping to drive business readers to its mobile site by displaying its content on digital out-of-home screens.
Following a deal with RMG Networks, the newspaper’s content will be shown on screens in more than 800 cafes in the business districts of Boston, Chicago, Los Angeles, New York and San Francisco.
The network is branded NYTimes.com Today – reflecting its intention to promote the newspaper’s online offering rather than its print product.
Echoing the online service’s design – which itself recollects the famously conservative appearance of the newspaper – the screens prompt viewers to visit a New York Times portal on their mobile devices to read the full articles.
Monthly audiences of 6m are expected. RMG is selling advertising on the network, which uses screens previously branded as Danoo.
The Chicago Tribune has also been experimenting recently with place-based media. In its home city it shows headlines on an in-window display developed with iGotcha Media; another partnership, with ZipCast, has seen it placing screens in grocery stores.
www.i-gotcha.com
www.rmgnetworks.com
www.zipcast.com
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