The New York Times was looking for a way to increase readership amongst a specific target, in a particular format. Their goal was to convince college professors to obtain a print subscription of the Times, utilizing it as a teaching tool.
While it may seem counterintuitive, we used interactive media to demonstrate the value of print. Why? Because, as much as we appreciate digital, we understand the benefits of print. The antithesis of an RSS reader, it fosters serendipitous learning. It reveals things one wasn’t looking for. And, how did we go about this? By introducing professors nationwide who are currently utilizing the Times to enhance their lessons in the classroom and promote global awareness beyond it.
To help drive subscription sign-ups among universities, professors, administrators and, indirectly, students, we showcased articles and video from faculty members who use the Times to create connections between classroom concepts and the real world. We highlighted ways to integrate the newspaper (through on campus events, for example) and made sure instructional strategies were easy to explore by subject matter. That way, professors could gain insight into how print cultivates critical thinking skills and creates lifelong learning habits. Such qualities are valuable no matter where your news comes from.