In a potential advance for the forces of paid content, The Economist is introducing a trial program today that lets New Yorkers use their cellphones to order overnight home delivery of the new issue at the regular newsstand price.
New Yorkers who have signed up for weekly texts announcing each issue’s topics will also receive a URL for a web page they can visit to order the issue. Those who order by 9 p.m. are guaranteed a hand-delivered copy by 6 a.m. the next morning — in time to beat the commute. The weekly texts go out on Thursday afternoons, meaning recipients can get overnight copies before newsstands get them at about 9 a.m.
In England, where The Economist first tried the approach two months ago, people who have preregistered can just reply to the text messages to get their overnight copies. The Economist hopes to have that simpler system in place by the time it widens the New York trial to cover the entire U.S.
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Read More: by Nat Ives, Advertising AGE