Content, MSM|November 16, 2011| Author: Kim LaCapria|Tags: ,

New York Times Launches Fashion/Style App ‘The Collection’

new york times the collection

Earlier this week, the New York Times branched out specialized iPad apps with the launch of new iPad magazine The Collection.

Per Women’s Wear Daily, the app- updated daily- will pull content from Times properties such as Styles, On the Runway, T Magazine, and The Moment. The Gray Lady’s product management executive director M.Z. Goodman commented on the paper’s strategy with the new app and its exploration of niches to drive traffic:

“It’s one of our first forays into what we think of as vertical app strategy. What can we do with all the content we produce that might stand alone well? It’s sort of an experiment.”

The Collection will be free until year’s end, and pricing after that point is not yet clear. WWD elaborates:

Starting next year, it will still be free to download, but much of the content will only be available to digital subscribers. By next year, the Times sees the app mostly as a subscriber benefit as opposed to, say, an enticement to buy a digital subscription plan.

The app joins fellow Times app The Scoop, which culls dining-related information from Times content.