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How The New York Times’ redesign aims to get more readers to log in

The New York Times launched a redesign that resulted in a “shift from platform to reader” to focus on building reader loyalty.

The New York Times’ major redesign in summer 2017 aimed to deliver more timely products to its readers, and to encourage more readers to log in and, ultimately, subscribe.

The Times aims to provide more and more reasons for readers to log in and get a constantly improving product offering as they move from phone to desktop to tablet to audio-on-demand and, eventually, to the new TV. Though the changes may not be flashy, they represent a significant change in strategy.

Among the changes: More mobile-like desktop experience, subtle personalization, faster pages, and back-end changes to make site updates easier and faster.