Engagement over revenue: How The New York Times has reoriented its events internationally

Facing the new reality that in-person events will be a nonstarter for a very long time, The New York Times is starting to deploy its coronavirus era digital events strategy with a distinctly international focus. For example, On April 9, two weeks after rescheduling the 20 live events planned for this year, The New York Times international events team based in London launched its first digital event, “The Greenhouse. ” The five-part series focused on climate change and was led by New York Times journalists and climate experts, tying in with the 50th anniversary of the first Earth Day on April 22, 1970.   Over the series, 10,000 people tuned in from 65 countries and 16% of those signed up for the Climate Fwd newsletter. Interestingly, The Times saw a spike in international traffic to its climate coverage in general. Also, attendees said through surveys that reporters were no longer faceless bylines but people they would follow and look out for in print, social media and digital events.

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