I recently read Dominic Ponsford’s Press Gazette piece, “The Times: From loss-making broadsheet to profit on a tiny screen,” and it’s a fascinating case study in digital reinvention. Here’s what stood out:
- A “Finishable” News Experience
The redesigned Times app caps its daily top-story list at around 35 items, creating a sense of completion rather than an endless scroll. It’s like choosing a concise playlist of your favorite tracks instead of wading through hundreds of songs—readers know they can actually finish it. - Human-Centered Journalism with AI Support
While AI helps with smarter search, editorial suggestions, and personalized story recommendations, The Times draws a firm line at AI-written articles or automated fact-checking. It’s a reminder that, for now, trust in news still hinges on human reporters and editors. - Mobile-First Features That Drive Loyalty
Push notifications, intuitive page-turning navigation, embedded puzzles, and a digital replica of the print edition have all contributed to higher engagement and renewal rates among app subscribers—now the outlet’s most valuable audience segment. - From £72 m Loss to £61 m Profit
Since launching its paywall in 2010, The Times has largely maintained flat revenues but flipped a £72 m loss into a £61 m profit by mid-2024. A big part of that success comes from a subscriber base (629,000 and growing 8% year-on-year) that values this curated mobile experience—one third of whom live outside the UK.
What You Can Take Away
- Design for completion. Limiting daily story counts can boost reader satisfaction and loyalty.
- Use AI as a behind-the-scenes assistant. Let it power search and personalization, but keep storytelling human.
- Experiment and listen. Push new features, measure engagement closely, and iterate based on real reader feedback.
Whether you’re building a news app, running a subscription model, or just curious about how legacy brands adapt in the digital age, The Times’ journey offers plenty of inspiration. Check out the full article for all the details and consider which lessons you might apply to your own projects.