The New York Times has launched a redesign of its store, as the paper of record looks to generate some additional revenue through ecommerce.
Some publications have embraced online stores as a way to provide retailers with a chance to reach their targeted audiences. Fashion magazine Lucky has embraced this with "shop now" buttons on almost every product on its site.
[seealso slug=http://sale-online.click/2014/05/15/new-york-times-digital/%5D%3C/p%3E%3Cp%3EThe redesign is the first since the shop launched in 1998. The site is now responsive, allowing it to adapt to various screen sizes so people can shop for its wares from smartphones and tablets.
The Times said in April 2013 that ecommerce (along with games) would be a focus of its growth strategy. The paper, along with much of the newspaper industry, have struggled to adapt as advertising dollars flee print publications.
The key to a quality melding of content and commerce is to know your audience. The Times clearly does. Here's a few of our favorites.
1. Shoeless Joe Jackson signed check for $110,000
If you bill it, he will come.
2. Vintage restored radio for $595
From a vintage restored newspaper!
3. For some reason, a Rolex for $5,100
Comes with a 150-year subscription to NYTimes.com.
4. A painting of an egret for $15,000
We question the artist's decision to put "The New York Times" below the fold of this painting.
5. Personalized oak whiskey barrel for her for $89.95
The timeless art of reduction.
6. Personalized baseball bat (unisex) for $89.95
"Here's a guaranteed hit!" -- actual beginning of product description.
7. Rotating Jupiter globe for $145
OK, this one is actually kind of cool.
8. 37-inch H.M.S. Sovereign of the Seas Model Ship for $895
Perfect.
9. Geometric Bangle from Halcyon Days for $315
Halcyon days indeed, my friends.
5 items we'd like to see
Most of these gifts seem to be available elsewhere. For the Times to really leverage its brand, they need to come up with some native gifts. Here's a few suggestions.
The New York Times, Brooklyn Edition
Basically just an entire paper of trend pieces.
Maureen Dowd rolling papers
Because edibles are clearly bad news.
A travel guide for Kyrzbekistan
If you can invent your own country, you have to be able to capitalize on it.
The Dean Bouquet
A selection of the day's freshest local flowers along with a subscription to the NYT Now app.
Tom Friedman's mustache comb
