Internal innovation report says the New York Times needs to up its digital game or else

Gigaom

The New York Times is seen by many as the acme of traditional media success, which isn’t surprising — after all, it has hundreds of thousands of digital subscribers who are paying the paper $150 million or so a year, and it has launched some interesting new apps and services like The Upshot and NYT Premier. But to her credit, editor Jill Abramson is not satisfied, so she commissioned an “innovation report” led by Arthur Gregg Sulzberger, scion of the paper’s controlling shareholder, the Sulzberger family, to tell her what it needs to do differently.

As a piece in Capital New York describes it, the original ambit of the Sulzberger team, launched last July, was to be a kind of skunk-works that would come up with digital projects. But partway through the process, Sulzberger suggested the thesis needed to be broadened, and that it should look at what the paper…

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