David Pogue, I Hope You Meant “35-year Old”

During a keynote speech at a Book Summit in Toronto, David Pogue, the New York Times technology columnist said that he couldn’t name an under 25-year old who subscribes to a newspaper.

Really?  David, as arguably the leading technology columnist I would have expected you to say at least “35″.

I know the newspaper industry is in serious trouble but I still believe the production of a daily edition newspaper is a tremendous achievement.  Think about it.   If I told you that I had a world wide network of over a thousand employees that investigate, collect, prioritize, edit and disseminate a high value quality product- new each day.  And as an added bonus I relayed that this product already has over 750,000 subscribers, receives numerous awards annually and is nationally recognized as one of the leaders in the industry.

And what if I told you I charged about a buck a day if you live across the US or 80 cents if you live in NY to get my product on your doorstep every morning.

You would laugh and then think that I learned what a value proposition “is” from the pricing savants from NetZero.  (Remember their “free” Internet service offering?)

But then I would stammer a bit and tell you, “…well I sale advertising to help pay for all of this.  And my pricing model is ‘proven’ because it was established in the early 1900’s”.

You would laugh and laugh again; unless you were  NYT’s chairman Arthur Sulzberger Jr.

Frankly it’s amazing that a high value product like this was able to survive for so long with a completely stagnant business model… in my mind this truly shows the demand for the product and the fact that the journalists and staff at newspapers were WAY underpaid for their contributions.

The brass at the New York Times should quit blaming George Bush for all of their problems and if they are serious about trying to salvage the printed edition they can’t wait until a January 2011 roll-out of a subscription site to frequent readers (if this is still planned).

Why not at least offer something to potential younger readers who do digest your content online or on their smart phone?  The standing offer of “50% off of the normal subscription rate”  is a pretty innovative call to action, I can’t imagine why any 20 or 30 something doesn’t subscribe.

You can’t tell me that the Gray Lady couldn’t try partner deals with  firms that have a younger and tech savvy audience.  foursquare?

Off the top of my head strike a deal with foursquare that offers the Friday NYT’s weekend edition to select foursquare readers when they check-in at select bars and clubs.  In turn, NYT’s columnists and related celebs would “check in” when the are covering a story or making the news and these check-ins would only be viewable by the foursquare readers that subscribe.   Bars / clubs would happily give away a water downed drink to a late 20 or 30 something for repeat business and to be foursquare “hip”.

And yes I would CHARGE for this and try your luck in/around NYC.  Four bucks a month gets them the Friday Edition, access to select content on their mobile device and a $4 coupon weekly to a selection of bars and clubs that elect to participate (including the place that they checked in at).

I know this is a lame marketing idea, but it’s better than saying we’ll wait to 2011 and in fact any partner deals could funnel into the subscription strategy.

And then maybe David Pogue can write about the niche group of late 20 / 3o somethings that still subscribe to the NYT.