• Mar 21, 2011
Lincoln wants to get the message out about its cars. To do that, the company has partnered with The New York Times to offer a select group of readers free access around the new paywall that goes up on March 28th for the NYTimes.com. The free, unlimited access is worth about $150, and 200,000 of the Times' most regular readers will be eligible for the offer.

Lincoln wants to tell people that it's more than just the fusty old Town Car, and Lincoln's Connie Fontaine, U.S. Manager of Marketing and Communications, thinks "the type of reader we'll be able to engage through this program is a thought leader." Lincoln is also adding its support to the Times' archives on technology and design. Free access to the Times' smartphone applications are also included in the program.

Why would The New York Times circumvent its newly-minted scheme to charge for content? Considering the total amount of readers, the 200,000 included in this offer is a small percentage. Of course, not all of those readers are going to convert into digital subscribers, but the highly-active readership both Lincoln and the Times have targeted are virtually guaranteed to subscribe because of the volume of NYTimes.com content they consume. Lincoln thinks those people are exactly the audience it should be telling about the MKS, MKT, MKZ and MKX. Expert internet users are also more likely to be wowed by SYNC and MyLincoln Touch than old guys that get carted around in Town Cars, which is what you might think of when you think Lincoln.

[Source: Advertising Age | Photo:TalkingNewMedia.com]


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  • 21 Comments
      • 3 Years Ago
      Soooo Lincoln wants to show its more exciting side (and not its old "fusty old Town Car side"), and does so by rewarding a select few by offering them unlimited access to the NYT? Yeah, that will really get the message across.
      • 3 Years Ago
      But why NYT of all papers? It is such a pro-left paper?
        • 3 Years Ago
        Yeah, the NYTimes is so "pro-left" that they beat the sound of war for the invasion of Iraq (basically, being a tool of the Cheney, er Bush, administration).
        • 3 Years Ago
        Left Wing??? Americans have the strangest definition of Left Wing.
      • 3 Years Ago
      You couldn't pay me to read that fascist crap.
        • 3 Years Ago
        No wonder you don't know much of anything.
      • 3 Years Ago
      To be honest, I enjoy reading the NY Times, but I'm wondering why it's going ahead with such a needlessly complicated paywall plan, considering that nearly *every other online newspaper paywall before it has failed spectacularly*.
        • 3 Years Ago
        The WSJ and Financial Times have successful paywalls. The NY Times will offer 20 articles per month free. Links from blogs and google search will also be free. The NY Times is relying on the regular readers to pay, and this regular reader is ready and willing.

        I'm not quite the Lincoln demographic, so no free access for me!

      • 3 Years Ago
      Wow, I didn't realize the readership of NYT and Autoblog were such separate pools. That's embarassing to me as a reader of both. Psyched about the free 'scrip.
      • 3 Years Ago
      Why not offer a subscription to Evo or Top Gear instead?
      • 3 Years Ago
      I'm one of the 200K. I got the offer yesterday. It was one click and the NYT stay's free.

      I find the paper to be one of the best sources of info on technology, science and health. Plus the auto section is exceptionally well written with great photography and frequent human interest articles about guys who love cars.

      Thanks Lincoln.
      • 3 Years Ago
      Maybe a subscription to Seniors Citizens Magazine or the Funeral Planning Guide would be more interesting to this Lincoln owners.
        • 3 Years Ago
        Hey Bubba. Not funny. Not true either. The models they're pushing aren't for that crowd and look it either. Move on and stop the nonsense. You're stuck in yesterday.
      • 3 Years Ago
      Oh boy, are the haters gonna hate on this one today. High-larious that the first two comments slam the NYT as far-left AND fascist!
        • 3 Years Ago
        uh...urchin, you do know that Fascism is extreme right, and therefore the opposite of far-left, right?

        I'm amazed every day - just shake my head.
        • 3 Years Ago
        Because that is what NYT is.

        Look let's take Wall Street Journal as an example, last 3 pages are editorial and they clearly lean to the right. The rest of the paper is STRAIGHT news, no opinions, news just as it comes.

        NYT's news coverage is very liberal, just like its editorial. The issue is that NYT tries to recent every story (editorial or not) with a liberal twist. I use to read NYT, they had anti Iraq war commentary in the food review and Sports section. Their Middle East coverage is so clearly biased and opinion section is just a something else.

        Few years ago Governor on NJ resigned because he hired his male lover as a security advisor. Yes he cheated on his pregnant wife with a man and had an affair with his while she was giving birth. NYT wrote an op-ed saying that this guy is more qualified than any Republican out there. This is straight from Huffingon posts play book.
      • 3 Years Ago
      I guess it is one way to get people to read the NYT. They certainly can't get people to read it on their own merit anymore....
      • 3 Years Ago
      Putting aside the political leanings of the NYT for a moment, this latest "effort" by Lincoln to draw in younger buyers is a joke.

      Does FoMoCo really think something like this is going to draw in purchasers who might be considering a Lexus, BMW, Audi or even a Cadillac.

      Try building something besides more nicely trimmed Fords. That might actually interest purchasers and wake up Lincoln's anemic sales.
      • 3 Years Ago
      Long time autoblog junkie (new poster) and NYTimes addict here and I just got my free subscription. I'm not sure how they pick us, maybe those that read the auto section? I wouldn't think a 28 y.o. female is Lincoln territory, then again my cousins have one. I have to admit, it made me google the offer and head to lincoln.com.
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