The Grey Lady is trying to be hip with Snapchat-loving millennials.
The New York Times is the latest publisher to join Snapchat Discover—the section of the app where media brands including the Daily Mail, CNN and Bleacher Report crank out daily editions of articles and videos that disappear after 24 hours.
Led by deputy managing editor Cliff Levy, The New York Times will publish five times a week—from Monday to Friday—with content from Morning Briefings, its daily roundup of stories that is published at 6 a.m. Associate editor Sam Dolnick is also helping with the project, and the newspaper will also lean on “a wealth of in-house talent” to create content, according to a rep from The New York Times.
The Times’ content will be live for U.S., Canadian and Australian users. A rep for The New York Times said it does not have a launch date set, but “expect it to be soon.”
In a statement, Kinsey Wilson, evp of product and technology at The New York Times, suggested that distribution to the app’s 150 million daily users will lead to more digital subscribers. In addition to Snapchat, The New York Times also participates in Facebook’s Instant Articles and Google’s Accelerated Mobile Pages programs that pushes fast-loading content to platforms.
“We’re seeing enormous interest on the part of younger audiences for the sort of smart, visual digital journalism for which The Times has become known and Snapchat is an ideal place to reach that audience,” said Wilson. “Our goal is to make sure our journalism reaches the widest possible audience and that we continue the rapid growth we’ve seen in our base of loyal subscribers—growth that comes in large part from reaching new audiences on other platforms.”
The addition of The New York Times is a relatively big coup for Snap Inc. as it builds the app into a hub of news and entertainment content from established media players and prepares for a buzzy reported IPO. Snapchat reaches 41 percent of 18- to 34-year-olds, according to Nielsen.
“The New York Times is one of the world’s leading sources for authoritative and credible information—the very values that we built Discover on,” said Nick Bell, Snap Inc.’s vp of content. “We are thrilled that Snapchatters will soon have daily access to the brilliant journalism and strong editorial perspective that The Times brings to covering the most important issues we face.”