Case Study: The New York Times boosts subscriptions 2.3X and cuts cost per subscription 25% with Facebook

The New York Times - Customer Case Study

The New York Times, a global media organization, aimed to turn casual readers into subscribers by better understanding how people consume its content and by delivering more personally relevant news and offers. The challenge was to engage occasional readers with tailored content and to identify and target those with the highest propensity to subscribe.

The Times built a reader-behavior model and implemented Facebook’s Custom Audience pixel to dynamically segment users by engagement, serving content recommendations to lightly engaged readers, newsletters and app prompts to moderately engaged users, and subscription offers to high‑propensity prospects. The campaign cut cost per subscription by 25%, increased subscription conversions 2.3×, and supported a 45% rise in Facebook ad investment.

The New York Times

Mat Yurow

Director, Audience Development