"This is a new audience play,"
"There is such a big audience out there for baking that maybe don't know us yet. And we really want to get them ... We've really tried to open our access model to allow people to try things a little bit more."
NYT Cooking debuted a free baking video series and newsletter led by supervising producer Vaughn Vreeland to draw younger audiences into the subscription funnel. Featured recipes are free to access while the videos and newsletters will be monetized with advertising. The move is part of a broader subscriber-acquisition strategy that loosens access to content previously behind the paywall, applying a playbook used for major news events. The initiative emphasizes personality-led video franchises built around recognizable talent to compete with creators and influencers and to hedge against declining referral traffic and Google AI Overviews. Cooking remains a key acquisition funnel for subscriptions.
Read at Digiday
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