NY Times to Make NYT Now Free

The app is getting a new look, too.

unnamedThe New York Times is planning to offer its mobile app NYT Now for free. According to Capital New York, the Times will revamp the app as well, changing its look from a multi-stream to a single stream.

NYT Now is currently free for Times subscribers, and $8 per month for non-subscribers. After a year of analyzing NYT Now and its users, it was apparent to Times execs that they needed to get more from the app.

Times executives therefore decided NYT Now could attract more readers — and potentially more revenue — as a free, ad-supported offering, particularly readers in their ’20s and ’30s who already make up the bulk of the app’s user-base, according to the Times,” reported Capital.

Earlier we guessed that NYT Now would be folded into the main Times app, but that take was quickly — and quite passionately — shot down by app editor Cliff Levy.